It’s always a challenge to write effective landing pages, but it’s easier when you know the mistakes to avoid. Read on to learn the worst way to talk about pricing, the structure that strangles your copy, and four other copywriting mistakes that can damage your conversion rate.
1. Failing to test long copy
Conventional wisdom says that long sales copy won’t be read. If you’ve ever written a page of copy longer than 1,000 words, you might have heard this complaint from someone who reviewed it. Be wary of this advice. What bores the reviewer might compel the buyer.
Get to the point; be prudent with each word; but test long copy, and sometimes it’ll convert much better. This is especially true when the idea is complex or the commitment is large.
When Crazy Egg hired Conversion Rate Experts, they tested a page that was around 20 times longer than the original. The result: the longer page outperformed the control by 30%.
