Is there a formula for the perfect landing page headline? It turns out there is:
The “Now You Can” Formula…
Here’s a simple technique to improve your landing page conversion.
Go look at your headline now. Before the headline, insert the words “Now you can.” Next, read your "new" headline out loud.
Does it sound awkward? (e.g. "Now you can The All-in-one Analytics Tool for High-Growth Startups”) Then you’re talking about your products rather than your customers. That’s bad.
Instead, go back and think about what is your customer trying, struggling, or hoping to do or achieve. Write “Now you can… [your customer’s goal], then delete “Now you can.” Voila. That's your headline! Here are some of my favourite examples:
B2B
Wix - “Create a website you’re proud of.”
CrazyEgg - “Make your website better, instantly.”
Storemaven* - “Increase app store conversion rates and pay less for every install."
B2C:
Calm - “Find your Calm. Sleep more. Stress less. Live better.”
Second Nature* - “Kick bad habits. Get healthy ones.”
Popsa* - "Print your memories without the effort. Photobooks in 5 minutes.”
* Companies we've helped to grow 50X or more.
Notice, these are short simple sentences with specific outcomes. Some include emotions or timeframes. Avoid generalities, platitudes, or jargon!
FAQ: What about Apple & Nike? Greatest marketers ever. Why don't they do this? They get a pass because they’re famous, so their visitors already understand what their products can do. Your visitors do not. So first you must help them understand.
P.S. I think I got this week's tip from one of Joanna Wiebe’s webinars. Her teaching is without peer. If you are looking to up your direct response copywriting game, start with with her comprehensive list of every copywriting formula plus examples.