Modern web visitors need copy that's both quick to read and persuasive. A CRO manager's A/B test showed removing below-the-fold sections from a product page actually increased conversions, proving that one headline and one image often outperforms cluttered designs.
The attention span of people nowadays when they're browsing websites is so much smaller. And so if you want to first capture their attention and retain their attention throughout the whole page so that you can warm them up and then convert them, you need to communicate as quickly and as effectively as possible. Efficiency is how fast and how easily you can communicate what your message is. Effectiveness is how potent it is. For example, you may have a 10-minute video that explains all the different aspects of your product. And why it's great for someone to buy it. So maybe very effective at converting people, but not very efficient. It's taking 10 minutes for someone to consume it. So the goal of great messaging is when you have a messaging that's efficient and effective. So the next question you may ask is, how can I ensure that my messaging is the most efficient it can be and the most effective it can be? And really, the best place to start is by asking yourself this question, because it's a great way to put yourself in the right mindset whenever you're doing messaging for your own product or for anyone's product, really. And the question is, how can I communicate what I want to communicate in the least amount of time with the least amount of words with the least amount of anything? And so if you really think about it, what would perfection look like when it comes to messaging? What perfection would look like is one section of the landing page, maybe one headline, maybe one image or one video. That would be perfection. If you could have one section, one really powerful video, one really powerful headline, that sells people on your product and it converts. That's it. You just reached perfection. The mindset that you need to be in is when you're designing a landing page, it's not about adding in as many sections as possible to communicate your product, which is how a lot of people build landing pages. They think, okay, if I just add, it's going to help convert. That's not how it works. Because the thing is, the more information you add on your landing page, the more your messaging gets diluted. You got to think about it as a big water bucket, and you put some red ink inside of it. Now you have only a small little bit of water at the start, and you put red ink in, let's say a droplet of red ink, that red ink is going to be, you know, quite visible, you're able to see the red colored water. That's the tint of it. But if you add, keep on adding more and more water, the color is going to get diluted. And really, this comes into landing pages with your potency of your message. If you keep on adding in more text, more videos, more sections, different things on your landing page, people are going to lose what the main message is, it's going to be harder for people to understand what you're actually doing, what you're actually selling. So this is why in one way landing pages, they can be easy to learn on how to build them, but hard to master. If you just remember this one thing from this video, it will be really, really powerful is less is more. Less is more. Think about how can you communicate what you want to communicate in the least amount of time, in the least amount of images, in the least amount of anything. When I used to be the CRO manager for an ad company, a Canadian ad company, we did a lot of split testing for their different clients. And there was one big store that we're doing split testing for their product page on Optimizely. And we added so many different sections underneath their order form describing the product, describing all the features, the benefits, adding in featured reviews, FAQs, etc., etc. The crazy thing happened is one day we decided to split test by just removing all of the sections below the fold. And we split tested it. What would happen if we removed elements? We've never done that before. So we tested it. And the crazy thing happened is we saw from the data that the product page that had less sections in it underneath the fold just had the order form and the FAQs and the reviews performed better than the heavier product page that we built and we spent a lot of time doing. I'm not saying remove all of those sections, but I'm trying to communicate to you that this is the power of thinking the right way and testing. So what's the key takeaway from this video? It's less is more. Get into the mindset of thinking, well, if I'm trying to sell a new product, and I'm creating a new landing page, what do we actually need to say? What are the real root benefits that people need to know for them to convert? And what's the fluff? What's the extra information that we were gonna say that's not really going to move the needle, that's not really going to help people make the right purchase? So when you start applying this mindset to when you're building pages, and even any part of your marketing process, when it comes to communication and messaging, even your ads, you can start to see some serious uplift in the long term. So if you want some more practical videos on SEO and landing pages, and also just general marketing principles, subscribe to the channel, you'll be the first to be notified of when I put out a new video. I'm going to be putting out a video every single week now on a Friday. And also I'll be putting out some weekly SEO audits as well. And these are live SEO audits when I'm basically auditing different brands that reach out to me. And these I think are super valuable because you can see me in action when I'm going through a store and showing you the different things that for other different brands and different niches on how they can improve their conversions. And also drop me a comment below and tell me some video ideas you'd like me to do in the future. If you want me to do a specific video on an aspect of CRO, or you want to see more videos on landing pages, let me know.
