But while copywriters are focusing on snappy offer language, and designers are worrying about typefaces and buttons, information graphics (like a comparison matrix) can get lost in the shuffle. So does the ROI that these page elements can help produce.
Our sister company, MarketingSherpa, recently reaffirmed this with a test.
By adding a comparison matrix (see image) to underscore the benefits of membership, Sherpa increased free trial subscriptions by 76%.
Testimonials to the right of the new chart and below the call-to-action also reinforced the facts, demonstrated the value of a membership, and helped relieve anxiety.
Why did a simple matrix table get such a dramatic response – especially when its length increased the amount of friction on the page? Because the eyes and mind process the comparison much faster than if the information was written out in copy.
Scan the matrix and the thought process goes something like: “OK, non-members get this. Members get all that. Wow, that’s a lot more good stuff for members. Seems worth it to me. And this is a free trial? Let me get my credit card. . . .”
When potential customers are in a hurry, weighing their options and facing a decision, the best thing your transaction pages can do is make their choice easy, comfortable, and fast.
Tony Vacarcel, Marketing Optimization Manager for MECLABS, contributed to this blog post.