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COPYWRITING ELEMENTS TO CHECK YOUR LANDING PAGE

Copy testing refers to conducting market research in order to know the effectiveness of your advertising techniques. Copy testing is based on customer’s feedback, their perception towards the brand, response, and behavior. It is one of the simplest tests that you can run on your homepage to know the outcome of your marketing efforts. Marketers should know the art of convincing even the worst of offers. They should conduct surveys, eye tracking, etc to monitor their own copy efforts.

Even though a copy is important, not all copies should be treated equally. A below-given checklist will help you get some of the best copy types on your page that are worth testing-

1. Headlines –

The headline is the first thing that catches the attention of your visitors. Headlines should be influential and persuasive that should boost up your conversion rate. Marketers try to be innovative with their headings but they have to keep in mind that it should deliver a clear message to their customers. Marketers should make sure that their headlines answer following 2 questions –

• What is it?
• What does it do for me?

If a person cannot brief about your business after reading your first page, then it’s time for you to change your headlines.

2. Sub-headings –

Sub-headings hold equal importance in your page as headings do. They support the main part of your content and as such, it is a crucial element that requires much of your attention. Marketers should keep a check that the font size of sub-headings is smaller than the headings and the content is the elaboration of the heading. It should not act as a contrasting element to the heading. When sub-headings take forward the message of your heading, then there is uniformity in your message and it also creates a strong visual hierarchy.

3. Bullet points –

It is always advisable to use bullet points to display your content on a landing page. It makes the content visually appealing and helps your visitors to skim through your page. If you don’t use bullet points, you should run a split test between your content layout and a new bullet point layout immediately. Using bullet points increases the needle of your content and at the same time provides clarity and persuasion to your visitors. Therefore, it becomes imperative that marketers include bullet points in their content so that they are able to deliver a strong message in a short span.

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-Anushree Srivastava