Listing “customer personas” instead of features improves CTR by 200%
Enough about me, let’s talk about you.
When we changed the landing page of our brand asset management application Brand Regard, so that it reflected our key “customer personas” instead of showing a list of benefits and features, our tests showed a threefold increase in the click-through rate.
Below are the “before” and “after” versions of the part of the landing page we changed:
When Brand Regard first launched, we talked about features. Just below the sign-up button we highlighted the benefits of managing brand assets with a software as a service solution.
A few weeks ago, inspired by David Meerman Scott’s The New Rules of Marketing and PR, we changed this to reflect our customer personas rather than to highlight our features. After the changes, the links were:
- “Brand managers”
- “Creative directors”
- “Brand agencies”
- “Marketing directors”
We never change anything on our landing page, or anywhere for that matter, without monitoring whether our instinct was right. This time, it certainly was: The new version performed three times better than the old version.
Talking about your customers, rather than your product, works. Enough about you. Talk to your customers about your customers and you’ll get a better response. We certainly did.
Filed as Landing pages