Landing Page Optimization Tip: Readability Can Impact Conversion Rates by 50%

How much difference does improving the readability of your copy really make?

We tested two identical versions of our landing page… with one exception. In the winning version we had our introductory sentence neatly fitted in a block. It looks almost like a paragraph except that it is just one sentence. In the losing landing page, we had the sentence centered just like the title and sub-title above it.

When you look at the two examples below, you will notice that the difference is rather subtle but once again the impact is huge. The conversion rate of the winning landing page was almost 50% higher! Granted, we would have to run the test a little bit longer to know for sure how much better the winning landing page will be but we can already be confident that it will outperform the losing version over the long-run.

Landing Page – Winning Version

Landing Page – Losing Version

Landing Page – Performance

As you know, our favorite mantra is to test everything and this test once again illustrates why.