CRO Manifesto
Include a Strong, Contextual Sub-Copy
context
A great headline grabs attention, but without supporting context, users may not fully grasp your brand’s story or value. If the sub-copy is weak or generic, the impact is lost.
Why?
A well-crafted sub-copy reinforces your brand’s message in a clear yet branded way. It bridges the gap between intrigue and understanding, helping users connect emotionally and making your brand more memorable.
Content
- Your homepage bounce rate exceeds 60% and average session duration is under 90 seconds
- You have a compelling headline but notice users scrolling past your hero section without engaging
- Your brand receives feedback like "I'm not sure what you do" or "I don't get it" despite clear product offerings
- You're driving 1,000+ monthly homepage visitors but conversion rates remain below 2%
- Your current sub-copy is either missing entirely or uses generic phrases like "Premium Quality Products"
Transform your homepage hero section with strategic sub-copy placement and messaging that reinforces your brand story.
- Locate Your Hero Section: In Shopify, navigate to Online Store > Themes > Customize. Select your homepage hero/banner section.
- Position Sub-Copy: Place sub-copy 16-24px below your main headline. Use 18-22px font size (roughly 75% of your headline size) with 1.4-1.6 line height for optimal readability.
- Craft Your Message: Write 15-25 words that explain how you deliver on your headline promise. Focus on your unique approach, not generic benefits.
- Style for Hierarchy: Use a lighter font weight (400 vs 700 for headlines) and reduce opacity to 80-90%. Maintain your brand's color palette but ensure clear visual hierarchy.
- Mobile Optimization: Reduce sub-copy to 12-18 words for mobile. Test at 16-18px font size with 20-24px spacing below headline.
- A/B Test Variations: Create 2-3 sub-copy variations focusing on different value propositions (process, outcome, or unique positioning).
Implementation Timeline: 2-3 hours for copywriting and design implementation, plus 2-4 weeks for testing and optimization.
- Hero Section Engagement: Track scroll depth and time spent in hero section. Expect 15-25% improvement in users scrolling past fold.
- Homepage Bounce Rate: Monitor 2-4 week periods for 5-12% reduction in bounce rate after implementation.
- Brand Recall Metrics: Survey customers about brand understanding. Aim for 20-30% improvement in clear value proposition comprehension.
- Conversion Flow Progression: Measure click-through rates from homepage to product pages. Target 8-15% increase in homepage-to-product navigation.
- AVOID: Using sub-copy that simply repeats your headline in different words or generic phrases like "Best Quality, Fast Shipping." BEST PRACTICE: Explain your unique process or approach that makes your headline promise believable.
- AVOID: Making sub-copy longer than your headline or cramming multiple value propositions into one sentence. BEST PRACTICE: Keep it focused on one clear supporting message that builds on your headline.
- AVOID: Using the same visual weight and styling as your headline, creating competing focal points. BEST PRACTICE: Create clear hierarchy with lighter fonts, reduced opacity, and proper spacing.
- AVOID: Writing sub-copy that could apply to any brand in your industry. BEST PRACTICE: Include specific details about your process, ingredients, or approach that only your brand can claim.
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