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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