2.6 Testing the Features and Benefits Copy

A good rule of thumb is to keep your pages as concise as possible – only include as much information as you absolutely need to convert.

Whether you have 5 paragraphs or a set of bullets it’s important to focus on benefits first, supported by facts.

A good way to judge the effectiveness of your copy (if you can’t tie your test’s success or failure to it) is to try reading it aloud to see how it sounds. Even better, get a co-worker to read it to you and see how much you cringe. (Hot tip: nobody loves cringe-inducing copy)

If you find that you’re writing too much copy for your landing pages, here’s some famous advice from Steve Krug: “Remove 50% of your copy, then delete half of what’s left.” Being overly verbose can hurt your conversions if your message can be described adequately in short form. Again, only include as much information as you absolutely need to convert, and test to find out what that is.

Besides length, you can also test the following:

Workshop Digital saw a 24% lift in conversions using Dynamic Text Replacement to achieve stronger Message Match. Their client, Mitchell Homes, is based in Richmond, but builds homes in several surrounding areas.  Agency Co-Founder Andrew Miller hypothesized that targeting their landing pages by search location would increase relevance for the visitor.  By customizing the text on the landing page to whatever area the searcher is interested in, he hoped to increase conversions.

Using Dynamic Text Replacement, Andrew was able to build one landing page whose headlines change dynamically based on the location of the visitor. Prior to the test, visitors were served a static “Virginia’s Custom Home Builder Of Choice” headline. During the test, if someone searched from Richmond, the page dynamically responded and the headline became “Richmond’s Custom Home Builder Of Choice.”


Andrew ran his test using AdWords Campaign Experiments to split traffic between his static landing page and the dynamic one. The dynamic page increased Conversion Rate by 24%, reduced Cost per Click by 9%, and reduced Cost per Lead by 29%.

Needless to say, his client was pleased with the results.