Copy is the lifeline of your landing page. And crafting immaculate landing page copy is hard.
You can spend hours of time and buckets of money designing the perfect landing page, but if your headline isn’t attention-grabbing and your copy doesn’t immediately help a user decide if you are going to solve their problem, you shouldn’t have bothered creating a landing page at all.
Great landing page copy must be relevant, specific, and make a visitor curious enough to convert into a customer.
Coming up with copy is hard work. It’s even harder when words don’t come to you naturally. Fortunately, there’s a way that allows you to write copy that converts without actually writing it yourself.
Sounds good, right? That’s the beauty of user-generated content, and you are probably already getting some of it without realizing it.
New users are one of your company’s most valuable resources not only because of the new revenue they bring in but because they still have the benefit of beginner’s mindset. They are new to you and everything you do, which gives you an opportunity for growth.
Let’s be real here. Your product is your baby, and you’re naturally going to have a bias when it comes to discussing ease of use, what it’s good for, who it’s good for, etc. Since these new customers are unbiased towards your product, they are going to be honest with you.
Your customers tell it like it is, and that’s what you need for creating optimized landing page copy. And this honesty is exactly what makes them excellent candidates for writing it.
New users are going to engage with you more at this first purchase, and you need to capitalize on that by getting their feedback every step of the way. And for better or worse, your customers are talking about your product. All you need to do is listen.
We’re going to cover some of the best ways to collect testimonials, feedback, and more by taking easy steps across channels you might even already be using.
When a customer is impressed by your product, they’ll tweet about it. When they don’t get the benefit they expected from it, they rant about it on Facebook.
Customers are constantly sharing their opinion about your service on social media. All you need to do is collect these little snippets and start using them.
Feedback from your customers is vital when you’re improving a feature or launching a new offer. This is what some of our customers had to say about us.
Afraid you’re going to miss something? Don’t be. Start using Mention and set up a Google Alert for your company.
A good survey is short and to the point. A great survey is gamified to make a user want to hand over that data. Typeform is a solid way to craft engaging and attractive surveys that make the user feel like they are contributing to something bigger, all while getting you the feedback you need.
Ask your support team to share the best and worst of customer messages with you, and you’ll see how rich they are with insightful customer feedback. A customer tweet about how great your product is good for your ego, but it doesn’t help you improve your service. Listening to important support messages and implementing your user’s best idea does.
Instapage has a Slack channel called #winning dedicated to sharing the best customer feedback with the entire team. We also have a #fail channel, because we know we need to always be improving.
These channels are great because everybody on the team gets to see what the customer likes and wants in the future, helping us improve our service.
When you set up a forum, you give your customers an easy platform to share their ideas with you. On forums, customers have a chance to interact with other customers – a benefit they don’t get when they email support.
And what’s better than one customer opinion? Customer opinions on customer opinions.
Instapage has a “Suggest and Vote On Features” forum set up on our website. Customers can add their ideas, people can vote or reply to them, and we get to see exactly what features users want next.
We don’t have to guess. We know because our customers have told us what they want, even with very little prompting.
Whenever you sign up for a service or subscribe to a blog or download a free ebook, you automatically receive a welcome email.
The contents of this email are something like, “Thanks for signing up with our service. You won’t believe how much your life is going to change now. Let us know if you have any questions.”
The last part of this email is the most important because it helps you gather customer insight.
This is a snippet of an email I got from Joanna Wiebe when I clicked to get the Copy Hackers’ guide on persuading people online.
Joanna invites her subscribers to share their opinions with her, both good and bad. This helps her collect information she can use while writing future guides.
Garrett Moon from CoSchedule does this, too.
The replies from your welcome emails give you a great view of the initial thoughts your customer has when they start using your service. If they continue to stay customers, you have a baseline to gauge feedback against.
We’ve talked a lot about where and how you can gather customer feedback and testimonials from, but you might still wondering how you can use it on your landing pages.
It’s simpler than you think.
When you include your customer testimonials on your landing page as a separate element, we call it old-fashioned because it has become a common practice for most landing pages.
Muck Rack features customer testimonials this way.
Instapage does this, too.
Instead of placing customer testimonials at the bottom of the page, some services like Highrise feature them prominently on their landing pages.
This landing page has no headline per se. It starts with the testimonial, hooking the visitors from the start.
The landing page for Zoosk has a headline, followed by a lot of testimonials. This is also a good example of how to use testimonials as copy on your landing page.
Yes, that can happen. All you need to do is modify the testimonials a bit. Here’s an A/B test conducted by Joanna Wiebe on her Keep & Share page headline. There are a total of 4 variations.
Variation 4 doubled conversion rates, and it came from this customer testimonial.
User-generated content can provide you a wealth of information, as well as speed up how quickly you can pivot to getting your user exactly what they need. But without a great landing page copy, your user may never realize how good they’ll have it with your product.
Testimonials aren’t going out of style anytime soon, and as you’ve seen, collecting them can be easy and become automatic as you implement this practice across the places you interact with customers.
Take the words right out of your user’s mouth. They’ll thank you for it later.