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Restrict the width of your text blocks to increase conversions

Source: Growth Bites

The width of your text isn't just about aesthetics, it's about legibility. Keep text lines between 50-75 characters on landing pages so that visitors actually read and convert.

Various studies mark the optimal length of a line of text at somewhere between 50 and 75 characters (including spaces). The subconscious mind gets energy from starting a new line, as long as it doesn't happen too frequently, and this makes the reader more focused. When a line is too long, though, focus declines. Super short lines aren't ideal either, as they make the eye go back and forth too much, create stress, and lead to readers skipping words.

So if you want people to actually read what you have to say and buy what you're selling, restrict the width of your text blocks to 50-75 characters. This applies to websites, landing pages, blog posts, emails, you name it.

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Ad creatives for customer acquisition

Source: Demand Curve

Before Apple’s update, you could focus your ad efforts on targeted, bottom-funnel creative. Low-hanging fruit.

But these days, that doesn’t fly—ads should focus on educating. 

Given the update, marketers can’t pinpoint the funnel stage where prospects might see specific creative.
To work around this, your creative needs to educate and sell—each piece should answer:

• What is the problem that you're solving?

• What is the brand and product?

• Why do I need this and how will the product improve my life?

• How can I trust you to be the best option?

• How do I get it right now?

This is why UGC does so well for customer acquisition—a satisfied customer naturally addresses all those questions above, and the content itself is social proof.

These ads efficiently build brand equity on the back of the performance media dollars.
Cadence does a fantastic job with this through their ad creative (also on a scrappy budget).

The best ads don't feel like ads at all, so make your ads come off friendly, helpful, aspirational, or educational.

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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