Does Highlighting on Sales Page Increase Conversion?

5 replies
Some of you might have seen this: A sales page with many highlighted text. I wonder does it increase your conversion? Or should I just bold the important points or both? (bold and highlight)
#conversion #highlighting #increase #page #sales
  • Profile picture of the author Paul Hancox
    Its prime purpose is to draw attention to certain key points, especially for skimmers, who might otherwise scroll past an important point.

    So it could increase conversion IF you're bolding / highlighting a key selling point, or something that will suck the skimmer back into reading your copy - but don't use them too much, otherwise they'll lose their impact.

    One person with their pants down in a crowd draws attention, but if every second person has their pants down, it just looks like a pant-dropping seminar.

    I'll add the usual obligatory bog-standard cliche, "You must test".
    Signature
    PresellContent.com - How to sell without "selling"
    {{ DiscussionBoard.errors[2711509].message }}
    • Profile picture of the author dorothydot
      Hi,
      I think that highlighting on a sales page can be very powerful... IF used sparingly.

      Otherwise, it quickly lends an overall impression of confusion to the web page. Same for too many colors, too many different fonts, etc.

      Dot
      Signature

      "Sell the Magic of A Dream"
      www.DP-Copywriting-Service.com

      {{ DiscussionBoard.errors[2727515].message }}
  • Profile picture of the author davemiz
    you gotta test it for yourself.

    no ones answer holds any water for you.

    not sure on the sparingly.... for example:

    i used to design john carltons stuff a few years ago and that guy highlights almost EVERYTHING.

    hard to argue with his results.
    Signature

    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

    {{ DiscussionBoard.errors[2729180].message }}
  • Profile picture of the author Oxbloom
    I've seen testing results on the blogs of a couple A-listers that say, essentially, stupid as it may sound, the more highlighting they add, the better their pieces convert. And that continues to be true up to the point where there's so much highlighting on the page that it's practically half yellow.

    Why? No idea. And frankly, I wouldn't have any part of it on a piece of my own.

    Why not? I don't know. Foolish aesthetic pride and ego taking precedence over the meat of raw conversion? Probably.

    That said, I'm not exactly gun shy with emphasis. My rule of thumb goes something like this: Imagine Billy Mays reading your piece out loud. Anywhere he would raise his voice, throw a highlight, bold, underline, italic...whatever.

    Works for me.
    {{ DiscussionBoard.errors[2729271].message }}
  • Profile picture of the author John_S
    Or should I just bold the important points or both? (bold and highlight)
    Try one or the other. Not both.

    A little grease will get a bike to run smoothly. A fifty-five gallon drum of grease will not get a bike to run by itself.

    Way too many see highlighting as a way to develop unimportant hype into an important point. Doesn't work that way. An important point has to be important to the target customer. The way D-listers use highlighting is for the points important to themselves.

    I would rank highlighting near the bottom of any list of tips to improve conversions. You want to focus on improving the copy, the offer, the bullets, and even the product.

    Highlighting is not "hamburger helper" for copy.

    up to the point where there's so much highlighting on the page that it's practically half yellow.
    The trick would be having half the letter filled with important points, and then knowing which half to highlight. Amateur or wannabe copy might have only twenty percent of the copy which should be highlighted, and then they go and highlight the other eighty percent.
    {{ DiscussionBoard.errors[2729288].message }}

Trending Topics