How to Improve Web Results Today in 3 Easy Steps
(plus, results of our Copy Quiz below . . .)
MarketingSherpa (10/07) reported that "shortened text" and more "clearly marked offers" can more than double your results. But how should you go about implementing that?
Step 1: Build Most Critical Points into Your Headlines and Subheads
- If you just read your headlines and subheads, do you learn all of the MOST IMPORTANT things you want visitors to know?
Too many web sites use boring, non-involving headlines like this:
StandardPro Software
(yawn) What does the software do? What is the single most important thing you want me to know about your software? Why not GIVE ME A REASON to read further? How about:
Easily Add Sound to Your Presentations with StandardPro Software
(Yes, this particular headline isn't yet a work of art, but it's likely more effective than just "StandardPro Software" - and then forcing the visitor to wade through your bulky paragraphs of body copy.)
So Step 1 - review your headlines and subheads, and be sure I learn all the IMPORTANT POINTS if that's all I read on your site.
Step 2: Edit So Every Word is Included For a Reason
Print out the pages of your web site. Take your red pen in hand, and cross out any words, phrases, or paragraphs that -- when deleted - won't change the strength of the copy.
In the majority of web sites I visit, I could delete a large portion of the copy because that copy doesn't actually say anything at all. It's essentially "empty copy" that's taking up valuable real estate. It's not keeping your visitors engaged; worse, it's actually encouraging them NOT to keep reading.
COPY QUIZ SOLUTION
In the Copy Quiz example below, we've highlighted all of the "empty copy":
(Product name) is a great solution for your needs
(Product name) is a powerful, easy-to-use database
application that can be used for many purposes. However, there are some specific industries and "use cases" where (product name) serves is such a great fit that we thought it would be helpful to highlight them here.
- Industries
In the Industry links to the left, you'll find "vertical" uses of (product name), including industry-specific features and content.
- Common Use Cases
Across different types of industries, many data management needs are the same. For example, all types of organizations need to manage their recruiting processes, and to track various types of contacts (sales leads, customers, employees, etc.). The Common Use Case links to the left provide helpful narratives of how various companies use (product name) today to help them better run these aspects of their operations.
If you removed all of the highlighted text, you wouldn't lose anything of substance. Note that we've highlighted probably 70% of this copy as completely useless.
Let's follow our own Steps 1 and 2 above and fix this copy . . .
- We could remove "is a great solution for your needs" from the headline, and we wouldn't have damaged the strength of the sell at all, because those words are completely useless. How about the much more benefit-oriented and specific:
(Product name) is a simpler way to manage your leads - and more
- First paragraph: (Product name) is a powerful, easy-to-use database.
You could delete all the other words in that first paragraph, because they don't really say anything.
- First subhead: This company has TWO industries they serve, that's it. Why not:
Designed especially for Realtors and Media
- Paragraph after the first subhead: Marketing people know what "vertical" markets are. I suspect Realtors may have no idea what that means. Does "vertical uses, including industry-specific features and content" tell you ANYTHING??? Why not:
Choose your industry link in the left menu to learn how (product name) has been designed specifically for your particular lead management challenges.
- Second subhead: huh? How about:
See how others are using (product name) in 5 key areas
There are only 5 links: contacts, recruiting, membership, sales leads/CRM, and web database. Why not mention those SPECIFICS, because specifics sell - and specifics are what your prospects are looking for:
Use the left menu links to see how other companies are using (product name) for managing Contacts, Recruiting, Membership, Sales Leads and CRM, and Web Database.
3. Have MARKETING decide placement of elements on the web page, not IT
- List the most important things on your home page, in order of importance, from highest to lowest.
- If I look at just the elements "above the fold", and if I look at the largest element, is that the most important thing on your home page?
- What is the eye drawn to first? Is it the most important element? (Hint: the eye is first drawn to any photo with a person, secondly to any other photo or prominent graphic, then to links.)
Here's how to fix your page design:
- Working just above the fold, layout your most important elements. Most important should be highest on the page and largest, next most important should follow and be slightly less prominent, etc.
- If you're using a photo, be sure it appears to the left of the headline introducing your most important element. And be sure any people in the photo are looking towards your headline.
- The right column should include your most important ACTION elements - response options and involvement options.
EVERY page of your site should have your most important action elements in the upper right corner. That's what MarketingSherpa means when they say "clearly marked offers." Don't assume I'll find your "Register now" link if I have to scroll to find it. Or if it's not on your home page. Or (horrors) you've buried it in the left column below your navigation bar.
Latest Test Results Summary
Shorter Email Subject Lines with Your Brand Name Work Best
Numerous studies of headlines within direct mail and print ads have found that longer headlines work better - because they allow you to be more specific about the benefits.
And longer headlines within the email message itself still tend to outpull shorter headlines.
But there's one area where short is better, and that's the email Subject line. That's because many email programs truncate the Subject line. And some email programs allow the user to reduce the portion of the Subject line that is viewable.
MailerMailer reported in MarketingSherpa (10/16/07) that:
- Subject lines of 35 characters or less that contain your brand name "consistently outperform everything else" in terms of better clickthroughs.
When writing your email Subject line, try to ensure the most critical elements are within the first few words. That way, if your Subject line does get cut off, the key points will still be visible.
Security Logos Boost Conversions on Web AND Email
Seems adding a security logo on your web site still does boost sales. But a recent study found it also can boost sales when included
in your emails. In fact, MarketingSherpa (10/30/07) reported:
- A security logo added to a web site of one company increased conversions by 10%
Further, the same company found that including a security logo delivered:
- 28% higher average orders and an 8% higher conversion
when included in an email message
The company also tested various positions for the security logo - at the bottom of the email for more of a "credibility" addition versus in the top right corner (typically where special offers are positioned). Which won?
-
Top right corner of the email drew better results than the bottom-of-the-email position. (!)
Jupiter Media Metrix reported that more than $24.5 billion of sales had been lost in 2006 due to privacy and security concerns. The well-known seal programs (Truste, HackerSafe, etc.) can mean better new customer conversions, retentions, and higher average dollar amounts.
Definitely worth a test in your next broadcast email.
Comments? Have you noticed any good or bad Copy examples lately?
Check out more copy reviews at blog.SMAresource.com
Email Karen at info@SMAresource.com.
Copyright Strategic Marketing & Advertising, Inc. October/November 2007. All rights reserved.
You may reprint or copy or distribute "SMA Resource October/November 2007 Newsletter" with this copyright notice included.
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