The article includes a slideshow that goes over the high converting factors for a landing page. In this post I’m going to share how you can develop better headlines.
As they put it, A headline that makes them want to read more.
But how do you do that? What does that mean to make them – the reader – want to read more? There are 3 ways to help you shape your headline message:
Ask yourself – Is the headline about me/my business or is it about the reader/buyer? This you can do after you’ve written it down and are looking it over to get a feel for it. Ideally, the headline should be about your reader and what they’ll get from your business or service.
Start with the benefits first. This is an approach copywriter Lee Rowley uses. By starting with the benefits – 3 bullet points for example – it helps you focus on a statement that leads to them. It’s like working backwards.
How aware of your solution is the reader? The state or stage of awareness is taught by Talia Wolf. Knowing how aware your reader is helps narrow your target audience which helps determine what you say to them.
I recently signed up at IntelliZoom to give user experience feedback to participating businesses.
During the initial sign-up, I had to submit an on-boarding test which will be reviewed by their staff. The test went over examples of tasks I would be asked to do as a member and included speaking my thoughts out-loud.
In the screenshot below from the test example, the bottom instructional content reads:
Click I’m done when you found the price or click I’m stuck if you can’t find it.
The problem is that the I’m Done and I’m Stuck texts are not there for me to click – as instructed.
Instead, they have buttons with text reading: Success and Abandon. As the user, my thoughts are I’m on the wrong page/they must be some place else or I’m Done = Success and I’m Stuck = Abandon – which is what I concluded.
The solution is to make the action text in the instructions (click I’m Done/I’m Stuck) the same as the button text. With this simple fix, the users uncertainty would be eliminated.
This is a frequent area (updates/re-visions) where minor user experience issues creep in. But when they begin to compound is when user trust begins to diminish.
This is not a make or break problem. I wasn’t deterred from completing the task itself or from ultimately becoming an active user with IntelliZoom.
Welcome to IntelliZoom!
As I mentioned above, my sample on-boarding video was being reviewed by staff. I knew this because the chat-bot on the site informed me it was being reviewed when I logged in and I received the email below stating:
“Thanks for taking the practice study! We will review your participation asap and send you anemail with the results. If your participation is approved you will start receiving invitations to Think Out Loud and Card Sort studies.”
This morning I received an email to participate in a new study. But, I didn’t receive any results as stated in the email. They simply sent me an invitation to do a study…which means I was approved…I guess?
I know these aren’t huge issues. It’s a free service (on my part) and I get a chance to earn a few dollars.
The things that they did well
keeping consistent with their style and colors.
content and design are spaced well, easy to read and understand.
the on-boarding process was really quick and easy.
So overall, no really major user experience issues.
We’ll see if I ever get to do and actual study – by the time I clicked the link, it was too late. I guess it’s fist come first serve?
Imagine you just read this post on LinkedIn from a business providing local SEO services:
They have no reviews, their listing is empty, and yet they’re still outanking you in local search 🤔. Do you have a competitor like this? Find out why and what you can do about it!
Okay, great. I’d love to learn why and what I could do about it.
But there wasn’t a link to an article. No call to action. No answers within the post or where I could get them. The post just ended with the statement telling me (the reader) to find the answer without telling me how?
The other thing is the typo (outanking) I didn’t notice until I pasted in this post. Actually, out-tanking may be on to something? Are competitors out-tanking you…leaving you buried pages deep in search results?
This is just a simple reminder that businesses need to keep in mind when offering a solution to your readers or followers – make sure to tell them where they can get it.
The above screenshot is from after I signed up to receive Instapage emails. The problem was that I was not able to “X” out because the other message bars at the top blocked it. I couldn’t read the initial article I went there to read.
I tried scrolling down and up and clicking outside the box – sometimes that will close it on other business site sign-ups. But not this time.
In order to solve the problem, I had to refresh the page.
It’s a user experience issue that would have been easily avoided if the developers went through the user steps.
Now, my laptop is an 11 inch screen and this probably plays a role. But ultimately is an example of how little errors like this can easily happen. User experience problems and solutions is a continuous evolving process – no matter how big or small your business is.
Mistakes and poor design happen to us all. Thankfully we can always learn and improve.