CONVERSION TIPS WITH REAL EXAMPLES

CONVERSION TIPS WITH REAL EXAMPLES

 

CONVERSION TIPS WITH REAL EXAMPLES
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Zendesk

I love Zendesk as a brand. The team does some exceptional marketing… most of the time. Take a look at the landing page below that was the destination of an AdWords ad. For starters, it’s not a landing page at all — it’s their website. That’s mistake number one. I also want to draw your attention to the order of the copy on the page.
Information Hierarchy

Information Hierarchy is concerned with the order in which the copy on your page is presented — both in literal terms (which comes first) and in terms of the visual dominance (what stands out most).

Here, the primary headline doesn’t tell me anything about the software: “From now on, things will be better.”

Now take a look at the subhead — it contains all of the clarity missing from the headline: “Zendesk is software for better customer service.”

If I’d read the subhead first, I’d immediately know what Zendesk does. I call my solution to this phenomenon The Headline Flip.

Go look at your own landing pages and flip the headline and subhead. Does it add clarity? If so, consider reworking the order or just change the headline entirely to give it more substance.

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