Quantified Results: Numbers That Sell a Landing Page

Numbers on a landing page persuade when they carry a source and a timeframe. A bare percentage invites the exact skepticism you wanted to kill.

Say we cut churn by 30 percent and a visitor wonders, for whom, over how long, measured how. Say we cut monthly churn from 4.1 percent to 2.9 percent across 60 accounts in one quarter and the same claim becomes hard to argue with.

Anatomy of a believable number

A credible figure has four parts: the metric, the starting value, the ending value or change, and the scope. The scope is the part people skip. A result from three accounts is a hint. The same result from a hundred accounts is evidence.

Add the timeframe. Improvement over a week and improvement over a year are completely different claims, and visitors know it.

Checks before a stat goes live

• Can you name the sample behind the number? If not, do not publish it.
• Is the timeframe stated, or is the reader left to assume one?
• Would the number still impress if the reader asked, compared to what?
• Is the source real and dated, or a rounded memory from a slide?

Skepticism is the default on a landing page. A number with no scope is a promise the visitor cannot verify, so they treat it as noise.

Presenting numbers without clutter

One large figure with a small explanatory line beats a dashboard of metrics. The visitor is not analyzing a report. They are looking for one reason to keep reading. Give them that reason in the largest type on the block.

Group related numbers so the reader can compare, but stop at a small set. Beyond that, the block reads as a chart and the eye skips it.

Key takeaways

• Every number needs a metric, a change, and a scope.
• Name the sample and the timeframe or leave the figure out.
• Lead with one large number and a plain explanation.
• Keep grouped stats to a small set so the eye can compare.