MindValley Labs Internet Marketing Blog

How much difference does improving the readability of your copy really make?

We tested two identical versions of our landing page... with one exception. In the winning version we had our introductory sentence neatly fitted in a block. It looks almost like a paragraph except that it is just one sentence. In the losing landing page, we had the sentence centered just like the title and sub-title above it.

When you look at the two examples below, you will notice that the difference is rather subtle but once again the impact is huge. The conversion rate of the winning landing page was almost 50% higher! Granted, we would have to run the test a little bit longer to know for sure how much better the winning landing page will be but we can already be confident that it will outperform the losing version over the long-run.

Landing Page - Winning Version

Landing Page - Losing Version

Landing Page - Performance

As you know, our favorite mantra is to test everything and this test once again illustrates why.

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike Reining

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