Conversion Current 2.3

Welcome to Part 3 of our Copywriting for Conversions series: case study edition! Today we’re sharing a short-and-sweet example of a homepage hero section that we revamped, leading to a:

• +7.45% boost in revenue

• +3.03% increase conversion rate

• Boost of +$227,472 in New Annual Revenue for our client

Here’s an inside look at our hero section copy strategy, from the original homepage to our new optimized (winning!) variant.

Before:

1. Unclear content hierarchy

   Eyes go straight to the testimonial, rather than the direct-response headline. Further, the body text that provides most of the context is long, tiny, and placed below the first CTA button, which encourages users to scroll right past without reading.
   

2. Lack of product education

   What are we taking our lives back from? And how? Our homepage hero section should give us a good idea of what the product(s) do and how they solve our pain point.
   

3. No-context CTA

   For this call to action to be effective, we need to know what the solutions are & why we need them. Right now, users don’t have enough info to even want to learn more.

4. Descriptive — not action-based — body text

   The hero section gives us very limited space to make a case for our product and tell users how to take the next step. This body text provides good background on what the brand does, but it’s a bit lengthy and doesn’t prompt the user to take action.

After:

1. Specific & aspirational headline

   By leading with an illustration of the end result (comfort and confidence) we create a more compelling case for users to learn more — while also answering the question “what are these products for?”
   

2. Problem agitated & credibility established

   With specific examples and reassurance that they’re not alone, we enable the user to identify with these sensitive health problems and feel that spark of hope for a solution.
   

3. Social proof that adds context

   A well-timed testimonial builds on that hope by providing proof that there is a solution and that it is already working well for others.
   

4. Benefits-focused transition

   Now that users 1) identify with a pain point and 2) have hope for a solution, we can begin to introduce the solutions (products) in a way that further increases trust.

Spot any tips and tricks from our last two editions of Copywriting for Conversions? Rest assured all the advice we give is the stuff we actually use to create pages that boost our clients’ metrics by double digits!

Stay tuned for more conversion-driving recs from our core team, coming next month! 👀