Marketers love looking at the results of A/B landing page tests. We’re almost addicted to it. But what is it about landing page tests that fascinates us?
- Simple – Many marketers are afraid to simplify their message for fear of lacking sophistication, or fear of leaving something out of the message. For the reader, however, focus and clarity greatly improve the readability of a landing page. But remember that simple doesn’t necessarily mean short. A fully-worded message can still be simple.
- Unexpected – The purpose here is to grab our reader’s attention by presenting something that is counterintuitive, something which causes them to look up and notice. Instead of presenting the obvious, it’s better to challenge previous knowledge and communicate that our future communication will help close the knowledge gap.
- Concrete – One of the surest ways to get a point across is to relate it to something tangible, something which involves sensory information. That way we can assure our message will mean the same thing to different people. Business often gets mired in abstract language instead of visuals. The successful communicators are able to provide mental pictures which cause the message to stick.
- Credible – How can we make a message believable? As marketers, we tend to draw upon case studies and statistics to prove our point. But it is often the simple proof statement which is most effective. In the 1980 presidential election debate between Ronald Reagan and Jimmy Carter, Regan could have cited several statistics which pointed to the sluggish economy. But instead, he asked his audience, “Before you vote, ask yourself if you better off today than you were four years ago.”
- Emotion – A key part of effective communication is getting the other person to care. There are a range of emotions which could come into play and different emotions will be effective in different situations. In the book, Made to Stick, the authors point out that teenagers will not react strongly to the disgust of cigarette smoking but will rally behind quitting smoking if it means fighting against big corporations.
- Stories – A story requires a common thread and a beginning, middle and end. An effective landing page will have a story which takes the viewer on the path from drawing them in, persuading them, and enabling them to take a next step.