![]() ![]() Borrowing from competitors: Not flat-out stealing, but making a landing page just slightly different from the competition’s, under the assumption they know what they’re doing.As advertising great Claude Hopkins wrote in Scientific Advertising in 1923, “Guesswork is very expensive.” Sure, the right message may be found eventually but not before a lot of money has been spent and time gone by. Guessing: Trying a variety of random messages to see what works.The serious visitor-the target audience marketers want to convert-will read the words on the page, and if that copy misses the mark, a potential sale just left the website. Landing page design, aesthetics, and user experience are all important, but they’re at-a-glance components. It also separates the ho-hum landing page from the home run landing page.Ī great copywriter can use emotional appeal, action verbs, and power words to make a message feel compelling, at least to other marketers, but the question remains: Is this how the target audience feels? Companies know the features and benefits of their products inside and out, but do those benefits match what the target audience desires? Existing Approaches to Landing Page Copy And Their Flaws This type of actionable insight is gleaned from VOC research, and it makes landing page messages highly impactful for the target audience. It’s simple to deduce that their research shows the target market, who are small business owners:Ĥ) doesn’t want to waste time with billing. The messages on the landing page below, from FreshBooks, comes from knowing what their customers’ pain points are. Once VOC data has been captured (via methods I’ll explain a bit later), it can then be used to create landing page copy, sometimes using the exact words that come from prospects and customers during voice of customer research.Īs technical as VOC sounds, it can be distilled down to basic questions and answers with prospects and customers, and simply listening to the various conversations occurring online and offline. Voice of the customer is actionable data that includes a target market’s desires, pain points, preferences, expectations, and aversions. ![]() VOC is a way to describe your customers’ experiences with and expectations for your products or services. Voice of customer analysis, also known as VOC, is a market research technique that focuses on customers’ (and prospects’) wants and needs, then prioritizes them into a hierarchical structure before prioritizing them in terms of relative importance and satisfaction with current alternatives. Market research methods and voice-of-customer (VOC) data are positioned as the most effective means to find, not create, the right words to use on landing pages to increase conversions. Copy fast scottsdale how to#This guide will show you how to improve your landing page copy and ensure your messages are on point using the “ Voice of the Customer” process. It’s not creative writing-it’s sales writing. And some of the most successful landing page copy comes directly from customers. Copy fast scottsdale software#This method leads to costly mistakes and wasted time until the “right” message gets discovered through trial and error.ĭespite all the conveniences afforded users with software and testing, they all overlook what accounts for the absolute biggest factor in landing page success: the words on the page. Unfortunately, when it comes to the actual words on the landing page, marketers tend to rush the process, going with a combination of gut feelings, past campaigns, and cursory competitive reviews to piece together landing page copy. ![]()
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