Conversion Rate Checklist Report:Landing Page Headlines
7 Ways toPower Up YourLanding PageHeadlines.
By Nick Usborne
ExcessVoice.com
Conversion Rate Checklist Report – ExcessVoice.com -- August 20082
Introduction
There are numerous eBooks , reports and book chapters out therethat address the writing of headlines.You can even buy templates and lists of successful headlines to takeand adjust a little to suit your product or service.This Checklist Report is a little different.First, it is focused on web site landing page headlines.Second, it’s not really a guide to the act of writing a headline.Instead it’s a guide to the thinking and preparation that takes placeBEFORE you sit down to write.It is my belief, after being a copywriter for almost 30 years, that 90%or more of my craft is about preparation and 10% is about writing.So you won’t find any tips and clever tricks in this report.But you will, I think, find a way to look more carefully at thelanding page headlines you use right now, and be able to find waysin which they can be significantly improved.Nick UsborneExcessVoice.com
August, 2008
Conversion Rate Checklist Report – ExcessVoice.com -- August 20083
#1: Know where your visitors have comefrom, and what they expect.
A landing page is a page that is created to be seen by visitors whoarrive via specific marketing channels.For instance, you might create a landing page for a particular PPCad, or group of ads.Or a landing page could be associated with an email campaign, oreven an offline media campaign.Whatever the source of traffic, you know something about yourvisitors before they arrive at your landing page.If you are using a PPC campaign and have an ad with the headline,“Cheapest Coffee Makers”, then you need to write a headline for thelanding page that matches the ad headline.In other words, you need to match your headline to the visitor’sexpectations.In the example used above, anyone clicking on that PPC ad willexpect your landing page to give them information on inexpensiveone cup coffee makers. If it doesn’t, people will be disappointed.To match reader expectations, your landing page headline might saysomething like, “Save 34% on the 3 most popular coffee makers.”That’s not a great headline yet, but it does meet the needs ofrelevance, and does match your readers’ expectations.Likewise, if you write an email and send it to your house list, thesame rule applies.If you have a text link in the email that reads, “Find out why burrcoffee grinders are better...” then your landing page headline should
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7 Ways to Power Up Your Landing Page Headlines
Of all the factors that influence the performance of your landing pages, the headline is the most important, and will have the biggest impact on your conversion rates and revenues. This report describes seven ways in which you can increase the performance of your headlines.
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