If you’re a time-strapped marketer, you probably often ask yourself: “ Should I spend more time perfecting the written copy or tweaking the visual design of my landing page? ”
Designing a landing page can be daunting. In case it’s not your area of expertise, making your own landing page look the particular part becomes time-consuming and frustrating—even costly, particularly if you need a designer to do the weighty lifting for you. A lot of marketers struggle for hours, days, or weeks because they’ve already been told design is among the most significant factors when it comes to landing page performance.
But just how important is design? Will it impact your transformation rate enough to warrant all that additional work? How does design compare against other crucial factors like copy?
These are some of the questions we asked ourself here at Unbounce. In the end, we’re all about conversion intelligence: Combining your own marketing expertise with machine learning so that you can make informed decisions based on the latest available data—and get the most transformation bang for your buck.
With that in mind, our information team set out to understand precisely how landing page conversion rates are affected by design plus copy.
And what did we learn? Design isn’t as important as you may think .
How Did All of us Get Our Information?
Before diving into the results, let’s chat about the data we used and how all of us went about the research.
At Unbounce, we’re lucky to have more than a decade’s worth associated with landing page data amassing billions of individual sales. For our design evaluation, we all looked at 36, 928 English language page variants active among March 2019 and March 2020 .
We took snapshots of these landing pages and trained various image-based studying models to predict their conversion rates. To judge copy, we taken out the written content of each landing page. We qualified a machine-learning design (or, to get a lil nerdy, a deep learning-based natural language model ) in order to predict conversion rates in the copy of each page.
To compare the relative importance of duplicate versus design upon landing page conversion rates, we created a new predictive model by combining the results of the best performing image- and copy-based models. We do this across every 36, 928 pages in our dataset plus averaged the contributions to give us the “ relative significance of design” and “ relative importance of copy. ”
Editor’s note: For the professionals, all values quoted are on a holdout test set including 10% of the dataset.
So , So how exactly does Design Stack Up Towards Copy?
Because it turns out, design might not be as impactful—or since worthy of stressing about—as you may think. Our results showed copy has twice the relative importance compared to design .
You are probably wondering issue result holds up throughout different industries. There’s gotta end up being some industries exactly where design is more vital that you the audience, correct?
Nope. Doesn’t look like this.
Have a look at this: We split our pages into 16 different industries plus plotted the results. The chart above shows the importance of copy towards the overall model prediction. We can see that the median never dips under 65-70%. This confirms that, across all industrial sectors, copy has twice the relative impact to convert more than design (which ranks at 30-35%).
Wanna clean up on your electronic marketing skills? Obtain essential tips, strategies, and insights pertaining to copy, design, and more with these handy sources:
- What Is Conversion Intelligence?
- Landing Page Strategy: The whole Guide
- The 7 Principles of Conversion-Centered Style
- The particular Unbounce Guide to Squeeze page Copywriting
- The 2021 Conversion Benchmark Report
Expanding This Research with Smart Builder
We analyzed the data using a overall image of the page, not by looking each and every attribute. We think it’d be interesting to investigate design further—based on each visual element—to provide you with more specific design insights. The good news is that now that we’ve launched Smart Contractor, we’ll soon have the ability to do just that.
New information gathered through Intelligent Builder will let us tell you what facets of your page style resonate with all of your traffic segments, letting you optimize just for specific audiences. After that you’ll be able to generate new variants depending on these insights and turn upon Smart Traffic to increase conversion potential for every visitor. Pretty nice, huh?
That is conversion intelligence at the office. Not only does Intelligent Builder allow you to generate the perfect page and section components based on your industry, audience, and campaign goals in just a few minutes, it also provides AI insights and recommendations to help you launch higher-converting landing pages.
Remember: Design Matters, but Copy is Key
Let’s loop returning to the original question: Just how much attention should you provide design and duplicate when you build getting pages?
Our analysis clearly shows design isn’ to the main driver for web page performance, but we are not saying design doesn’t matter. An excellent lookin’ page will still improve your conversion rate—just probably not as much as you might think. If design is something a person struggle with, try making a page with Smart Builder and allow our dynamic layouts do the hard work to suit your needs.
In case you actually want to boost your conversions, we recommend focusing on mastering your copy to capture the market you’re targeting.
“But Unbounce, I hate writing duplicate. ” Hey, we all hear ya. Sensible Copy (our new AI-powered content generator) can give you a bunch of high-converting suggestions based on your industry and the kind of content you need. Then take it a step more by incorporating a few duplicate changes in your squeeze page variants and letting Smart Traffic immediate your customers to the a single where they’ll become most likely to transform.