Strong CTR but weak conversion in your Landing Page? 3 steps for better landing page copywriting
People have more or less figured out Google Adwords but they struggle with landing page conversion. That’s because for Adwords, there’s far less margin of error: you only have to bother with the headline, keywords, and body. But for landing pages, the degree of difficulty increases by an order of magnitude. There are concerns with regards to the design, on whether its too warm to be professional or if the navigational elements make sense. There are also concerns with regards to the overall flow of the page and of the copy.
These can be managed. The great thing is that the art and science of landing pages has existed long enough that there are standards and best practices for color schemes, navigation, flow, and copywriting. If we get any of these elements right, then there’s a guarantee that conversion rate will improve.
In my experience, these are the three biggest drivers for conversion (in a copywriting context):
- Principle of Anchoring
- Principle of Scarcity
- Principle of Urgency
*To note, this works best for products with a maximum cash outlay of $45. The higher the price, the more involvement there needs to be on a sales standpoint.
First Principle: Anchoring
- Anchoring is the psychological bias where if you show the more expensive item first, then other product prices look more ‘reasonable’. The science is best explained in William Poundstone’s book: “Priceless: The Myth of Fair Value”.
Below is an example from Highrise CRM. Given the anchor of the Premium Plan (as people read from left to right), the popular plan looks a lot more reasonable.
Second Principle: Scarcity
- Scarcity is the psychological bias where we attribute more value to things that are rare or limited in quantity.
An example of scarcity in action are ‘limited seats’ for webinars or ‘bonus items’ as part of a package.
Third Principle: Urgency
- Urgency is the psychological bias where we value things that may become unavailable (due to loss aversion).
An example of urgency in action are ‘early bird’ rates for products.
Those are the key three principles for better copywriting via conversion. You may have heard other things like social proof and association; but if you ask me, these are not as strong drivers as the 3 principles I just shared. The reason being social proof and association are best used to nurture a lead for her to consider the product. It doesn’t push a qualified lead to convert unlike the 3 principles I’ve shared above.
If you’d like a more thorough explanation of what types of copywriting nurtures and what copywriting converts, leave a comment!