I recently develop a lead capture page that looked great. I had high confidence that it would be a winner. When I posted my ads using Google Adwords, I was surprised that I wasn’t seeing the results I expected. I went in and tweaked the ad copy a little and definitely improved the overall flow, but when I posted my updated version the results were still not what I hoped for and expected.
I took the page down and put up a completely different page. It was not nearly as attractive, but it was a more personal, friendly style of page. And that page has been giving me good results.
When building a capture page, and any website pages for that matter, it’s important to consider the content from the point of view of your prospect. What will interest them? What will appeal to them? It may be, as I found here, that a more personal touch allows people to relate better to the material.
Sometimes it’s not what you think, and that is why tracking and testing is important. Advertising is not an exact science. People react to images, words, and phrases differently that we sometimes imagine. It’s even possible that a slight change of a few words can have a significant impact. There’s no way to know for sure what will work, so you need to try some different ideas.
Tags: Copywriting, testing, tracking
