About that time I wrote 376 words of website copy for an anonymous client that improved their landing page conversion rate by 60%.
Once upon a time, I wrote copy for an anonymous client’s landing page that got them a 60% conversion lift in one week.
Writing a landing page that converts well is hard. Sinking your advertising dollars into one that doesn’t convert sucks. Even already well-converting pages can often reach new heights with some tweaks. That’s why they hired me to rewrite their entire landing page.
What the client needed.
This client offers a simple, powerful solution to a common business problem (that I can’t tell you because that’d jeopardize the client’s anonymity). New customers came to the page from social media ads and were then converted to leads with a free trial.
The funnel was already converting, but the client felt like there was room for improvement.
And they were right.
What I did.
Traditional copywriters (think Don Draper) weren’t just writers. They were marketers. Besides writing killer headlines and jaw-dropping advertorials, marketers analyze, strategize, and they create the marketing mix.
I pride myself on my writing first and foremost. But I recognize the importance of the traditional marketer’s approach and make it a central part of my work.
That’s why I didn’t jump into writing fancy copy but went to a local cafe—a potential customer—and asked to speak to the owner. I invited him to a coffee, and we talked about his dreams, fears, and needs as a business owner in relation to the solution I was selling.
I also talked to a cleaning business owner, a bar owner, and a self-employed tutor.
This analysis helped me position the product, justify the pricing, structure my copy from strongest to weakest argument, and rewrite the landing page in a way that’d get people to sign up for the free trial.
The frequentist calculator’s test results show a 60.89% increase in conversion rate. With the old landing page copy, 1,000 visitors meant 15 sign-ups. Now, 1,000 visitors mean 24 sign-ups.
A disclaimer is in order.
For some, 24 of 1,000 seems like a lot. Others scoff at it. The number alone means nothing. When you analyze the performance of a landing page, you have to factor in more than benchmarks and other companies’ results.
“The average landing page conversion rate falls around 2.35%. The top 25% sites are converting at 5.31% and above, while the top 10% are looking at 11.45% and above.”
Does that mean a landing page that converts at 1% is bad and one that converts at 20% is amazing? Hell no. The 1% landing page could be offering a high-priced yearly subscription service, while the 20% landing page offers a free gift for your email address.
I prefer a landing page with 1% conversion rate in a lucrative funnel over a landing page with a 20% that loses me money.
That’s why I ignore industry benchmarks.
Quote from the client.
That’s it. I’m out.