Get Prospects to Say “Yes” With This Simple Landing Page Copy Hack

By , February 19th, 2014 in Landing Page Copywriting | 35 comments

landing-page-copy-header

Landing page optimization is all about making it as easy and attractive as possible for your prospects to say “Yes!”

I’ve learned from hundreds of landing page experiments that the best way to accomplish this is to focus on how your prospects will benefit from accepting whatever it is you’re offering them.

Today we’ll look at a dead simple technique for writing customer-centric landing page copy that converts – and it all revolves around one particularly powerful verb.

Let’s start with an example from the real world:

Take a look at the image of the two landing page variations here and see if you can spot the difference – it shouldn’t be too hard.

landing-page-copy-get

You got it: The only difference is the verb in the call to action. The control copy says “Order Information and Prices” and the treatment copy says “Get Information and Prices”

As you can see, that simple change resulted in a 14.79% conversion lift.

It’s clear that changing one verb doesn’t have much impact on the page itself, but it does have a huge impact in the mind of the prospect. There’s a world of difference between ordering something and getting something.

I’ve run similar split tests on dozens of other websites and in several different languages, and “Get” variations consistently outperform variations with verbs like “Order”, “Buy”, “Download”, Sign-Up” and “Join.”

Here’s an example of a similar CTA experiment in Danish:

landing-page-copy-danish

I’ve shown this case study to live audiences in 9 different countries, including Germany, Indonesia and the U.S. and asked them to vote for the variant they’d choose to click. In every single case the audience members have almost unanimously voted for the get variant.

landing-page-copy-presentation

So What’s Up With the Verb Get?

It’s not that get has some sort of hypnotic super power. It’s simply the fact that get focuses 100% on what the prospect is going to obtain – in other words, it clearly answers the question “What’s in it for me?”

Now try and compare get to a verb like order. See the difference?

Order focuses on what you have to do to while get addresses the thing you want. Order suggests a process that could be tiresome and irritating. How long am I going to have to wait for this “order”?

More importantly, order conveys the intent of the marketer – not the desire of the prospect. (The same goes for “buy now,” “click here,” “download,” “join,” and “sign up”).

But as soon as you start a headline, a bullet point or a paragraph with get, the angle instantly becomes more customer-centric.

The Dead Simple Technique for Writing Customer and Conversion Centric Landing Page Copy

Use get generously when you draft your landing page copy. It will force you to focus on how your prospects will benefit from accepting your offer.

This is a particularly good exercise when drafting headlines. Start with the word get and then simply write what your potential customers will gain if they accept your offer.

You’ll of course have to wrestle with your headline and experiment with different angles and wording, but it’s a good way to get started.

Some of the best performing headlines I’ve tested have been ones that start with get. But you don’t always need to have get in the final headline copy. The exercise in itself will help you hone in on the main benefits of your offer and how to convey them in a relevant and credible way.

Here’s an example where a get headline significantly outperformed a vague question headline on a betting forum landing page:

landing-page-copy-betting

This technique also works well for sign-up form copy. If you want someone to give you their personal information, you need to give them a good reason to do so – “Join Now” and “Sign Up” are not good reasons – they are straight-up orders.

By using the get approach here, you’ll force yourself to focus on the benefit of signing up, and not just the act itself.

Here’s another example from that betting forum. I used the get approach on the form as well and saw another significant lift. Notice that I changed both the form headline and the button copy to focus on the benefit of joining – not the act itself.

landing-page-copy-leadgen

There are many other instances where this technique can help you write better landing page copy. Bullets points, email subject lines, banner ads, pop-ups and PPC ads are all a good examples of test cases for the get approach.

How To Get Started

Go over your landing page copy and look for headlines, bullet points, buttons and forms that convey no value or that are just difficult to understand.

Use the get technique to draft copy variations and then test them to see for yourself if it gets your conversions to the next level.

Get it?

– Michael Aagaard


About The Author

Photo of Michael Aagaard

Michael Aagaard is the Senior Conversion Optimization Consultant at ContentVerve. When he’s not preaching the CRO gospel as a popular international speaker, he spends his time helping clients improve conversion rates in wonderful Copenhagen. Follow him on Google+, Twitter or get his new free ebook: 7 Universal Conversion Optimization Principles.
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Comments

  1. I love the simplicity of this tip Michael. It makes a lot of sense.

    I’ve just set up a test using the word “Get” on one of our opt-in forms. Excited to see the results.

    • Michael says:

      Hi Aaron – thanks man, and awesome that you are already doing your own experimentation!

      I’d love to hear about your results once they are in!

      – Michael

      • NA says:

        HI . I read your guide and it is wonderful. I am planning to start an online business but I am hesitant,,,I am afraid of failure ,,,
        I Know everything about internet marketing ,,I Have been collecting info for two years,,,I also did lots of market research on my niche,,
        I am just wondering what is the chance of not generating enough sales if you are selling apparel products and marketing them by content and social media?

  2. Amandah says:

    Great post Michael!

    I created a landing page via Wix, but I don’t think it’s working for me. I chose Wix because I’m not a techie and wanted a quick and easy landing page. But I think it’s time for an upgrade.

    • Michael says:

      Hi Amandah – building awesome landing pages doesn’t get much easier than with Unbounce.com. I use it for tons of landing pages – for my on stuff as well as for clients.

      – Michael

  3. Tom says:

    The language that we use in communicating with our customers be it a conversion form or a web copy or emails that we send out can determine whether the content is about us making money or providing value to the visitor. And obviously, it is not about who we as webmasters are or how long have we done web development if you will, it is about the end user.
    I find this content very helpful.

    Thanks
    Tom

  4. jords says:

    this blog is better than sex, thats all im saying

  5. I love simple and easy to implement ideas. I’ll be pouring through my site (and marketing) to start split testing these ideas. Can’t wait to Get the Results.

  6. Peter says:

    Realy helpfull to me. I was just wrting an article about CRO and telling the user to be customer centric. This blogpost completes my article.

  7. Derek Jansen says:

    Great advice. We recently revised all our copy from the mindset of “whats in it for me” and seen some great results.

  8. Steven says:

    Nice tip! Our company motto is “Get Paid. On Time.” so this resonates well.

  9. Any verbs that could be used instead of “Køb mobil” or “bestil nu”?
    “Få mobil” can for obvious reasons not be used and I therefor cannot use “Få”..

  10. brett says:

    Nice. Always been a fan of giving a polite instruction (action committment step from conceptual selling) but this was further refined.

  11. Lana says:

    Fantastic article! Have you tested “grab”? Seeing that word drives me crazy. Not only does it reflect marketer intent, it sounds offensive. As a consumer, I’m not interested in grabbing stuff.

    • Michael says:

      Ha ha – nice one Lana ;-) I haven’t tested “grab” yet. But now it’s definitely on my list!

      – Michael

      • Lana says:

        I can’t wait to hear the results! I soooo want to tell copywriters to stop saying that, but obviously I need a better reason than it bugs me :-) And I may be wrong – it might work.

  12. Brian Jones says:

    Hi Michael thanks for this will help me with my landing pages for my website ..thanks once gain.

  13. OfficeBrain says:

    Hi Michael,
    Nice Sharing
    I haven undergone through many custom-made Landing pages and I haven’t got much satisfied with the audience. Finally I decided to go through the ready made Landing Pages templates which are not exactly similar to the original one but after using those 1 or 2 I found that these templates are worth to integrate.

  14. Weblife' says:

    Here is a true proof of the benefits in ”doing one thing, and doing it exceptional well’. I never knew that hacking copies also make a lot of difference.

  15. Sylvia says:

    I am a great gran trying really hard to understand all the jargon etc which goes with trying to get an internet business going. What a delightful change to read something and actually follow what is going on, I’m certainly going to try a couple of those tips. Wish I had you next door, instead of taking years to get going I would be an expert by now. Congratulations and thank you.

  16. Linda says:

    This is a powerful and simple rule. I used it today to quickly get an ad done. With limited space and a focus on clicks, changing “download” to “get” was a life saver, and I bet “get” works. Thank you Michael!

  17. Jen says:

    Get is one of my favorite words when writing copy online. Reducing friction in your copy does make a difference. Like you said, “sign up” and “order” along with a bunch of other words and phrases add up to making people feel like they have to work for something. It always amazes me how much simple changes can make a big difference.

  18. Brian Jones says:

    Hi just a quick update my landing page is looking better.

    Thanks once again !!!!

  19. Katie says:

    Loved the ending. “Get it?”

    Great insight, can’t wait to apply this to online marketing.

  20. Adam says:

    Trying to find the best way to get signups for our daily deal site.

    Was thinking to redirect all traffic to a landing page hosted with Unbounce – and then have like a 14 day cookie so that people only get redirected occasionally.

    Anyone know a good wordpress tool to power a redirect in this manner?

    • Tia Kelly says:

      Hi Adam!

      We aren’t 100% sure about your desired process flow so want to get a few more details before providing you with an answer. Would you mind emailing support[at]unbounce[dot]com and explaining your exact use case and reasons? Someone on our Customer Success team will be happy to help you out :)

      Thanks for the comment!

      Tia
      Social Strategist, Unbounce

  21. I think I get it. All words an emotional component that can help in motivating people to act or not to act. Finding the right word or words is key then.

  22. Mktg says:

    Michael,

    In the first screenshot, ‘Order information and Pricing’ vs ‘Get information and Pricing’, the registration from seems to be on the page (meaning, it doesn’t open a reg form) right? What is the success event being tested? what does the button do? Seems odd to have the button there if the form is right next to it.

    Can you please explain. Thanks! Great article BTW.

    • Mktg says:

      I tested it on their site and it adds it to the list of offices. Was that what was being tested or actual form submissions?

      Was this test done with unbounce? I was under the impression that with unbouce you can create landing pages but not test results listings or details pages since there is so much info coming in from the back end.

      thanks, looking forward to a reply.