Hi everyone;

I been selling software online for a couple of years now, and have been lurking here recently trying to pick up tips with regards to increasing my conversions through better copy. I think i've found a few gems (particularly with regards to ad copy and headline text) and early results seem to be encouraging - thanks!

On that basis, I though i'd give something back with an idea that I have been using on my websites for some time but have not really seen implemented anywhere else.

Basically, you visually create an arrow pointing towards a call to action using lines of ever decreasing length. Normally, these lines are pointing out benefits. In other words

* Benefit 1 which is the longest benefit and takes this long to describe
* Benefit 2 which is slightly shorter benefit, only this long
* Benefit 3 which is even shorter still
* Benefit 4 which is tiny
* BUY NOW!

Compare that to:

* Benefit 3 which is even shorter still
* Benefit 1 which is the longest benefit and takes this long to describe
* Benefit 4 which is tiny
* Benefit 2 which is slightly shorter benefit, only this long
* BUY NOW!

You see how the first version guides the readers eye towards the call to action, whereas the second version sends your eye off towards the right and away from the call to action.

I don't actually use this as my final sales call to action; however I find it has a significant impact when used on the homepage with the link leading into the second page in my conversion funnel, with around 50% following on using the visual arrow; and almost a third less when using the second, far less visually appealing version.

Anyone else tried this and found similar results?

Yup I've found similar results... layout is very important when it comes to the slippery slide.

You don't always want to lay it out like that, but when the copy fits it can be very visually appealing.

I have never tried that before but I will get some split testing done this week to see what happens with it.

Thanks
Charles

I dunno... if you have a killer offer, solid proof, can close and have a site designed to sell you don't need "gimmicks" like that.

No one is saying to rely on them in place of solid salesmanship, it's just another little thing that helps.

It's about making something more visually appeaing.