As a copywriter I’m often surprised at which words actually sell. The wrong words can reduce the sales of a product. The right words can increase sales. Awards aside, the truism of advertising given voice by one agency is “if it doesn’t sell, it isn’t creative.” Nowhere is this truer than in landing pages.
If your goal is increased conversions, let the marketplace decide what works. How? By testing. Testing provides actionable data that translates into increased ROI. Testing takes the guesswork out of landing page copy and design, replacing it with results.
Landing page testing and optimization is now within everyone’s reach. Google has made their Website Optimizer freely available through the AdWords interface.