Family Support
Short, Neutral Language Converts in Family Support
OVERVIEW
Key Insights for Family Support
For marketers in family support, landing pages help emphasize the importance of your work to volunteers and donors, and make your services accessible to the people who need them most. See our data-backed recommendations for optimizing your page to encourage action.
Visitors respond to readability.
Since our last report, word count and reading ease have become a much bigger factor in family support conversion rates. Don’t worry—we’ve found the sweet spot to help you get the most from your pages.
Stay in control of your emotions.
Our analysis revealed that every sentiment appears to have a neutral or negative correlation with your conversion rate. Detail the support you offer, but try to keep your copy relatively emotion-free.
Your conversion rate is growing up.
The median performance of family support pages has increased—but it’s still below the overall baseline. Family non-profits tend to convert most, while the rate for funeral services is especially low.
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Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
Key Insight: Conversion Rate
Family non-profits convert at almost double the industry median.
Conversion Rate: 2020 vs. 2021
What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the “box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.
Sentiments: 2020 vs. 2021
These types of emotional language saw the biggest change in use (increase or decrease) on family support pages over the past year.
+5.2%
More Sadness Words
+6.5%
More Anger Words
+4.3%
More Disgust Words
Key Insight: Readability
A lower word count usually means higher conversion rates.
Last year, we pointed out that family support landing pages performed best when they were under 150 words and written at a high school level. But even then, the potential benefit wasn’t huge—maybe an extra percent or two on your conversion rate.
In 2021, your page performance may depend even more on readability. Just have a look at the graphs. In some cases, an especially short, easy-to-read page could get a noticeable bump to its conversion rate, while pages that are drawn out and complex often see their rates flatten out.
Our family support dataset isn’t huge, so “grain of salt” and all that. But as you can see, you might wanna consider simplifying your landing pages even further this year. Short words, short sentences.
To maximize your conversions, try to keep your landing page copy to less than 200 words and write with a middle school audience in mind.
Readability: 2020 vs 2021
Here’s how reading ease and word count have changed on family support landing pages since our last report.
+11.4%
Easier to Read
+6.3%
More Total Words
Family Support
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