CRO Manifesto
Ensure Sub-Copy Is Clear To Provide Context
context
Sub-copy plays a critical role in helping users understand your product. If it lacks clarity or context, users may struggle to see its relevance or value.
Why?
Well-written sub-copy complements your headline by providing additional details about the product, its purpose, and benefits. This clarity helps users make informed decisions and keeps them engaged.
Content
- Your homepage bounce rate is above 60% or average session duration is under 90 seconds
- Google Analytics shows users scrolling past your hero section without engaging with product details
- You're getting traffic but conversion rates are below 2.5% for your product category
- Your current sub-copy is either missing, overly technical, or doesn't explain what you actually sell
- You have sufficient homepage traffic (500+ monthly visitors) to test and measure sub-copy improvements
Focus on your homepage hero section where sub-copy has maximum impact on user understanding.
- Audit your current sub-copy: Review the text below your main headline. Does it clearly explain what your product does, who it's for, and why it matters?
- Write contextual sub-copy: Create 1-2 sentences (20-40 words) that bridge your headline to product benefits. Include your target customer and primary use case.
- Shopify implementation: Navigate to Online Store > Themes > Customize. Find your hero section and update the subtitle/description field. Most themes place this in
sections/hero.liquid - Format for readability: Keep line length under 60 characters on mobile. Use 16-18px font size with 1.4-1.6 line height. Ensure sufficient contrast (4.5:1 minimum)
- Mobile optimization: Test that sub-copy remains visible above the fold on mobile devices. Consider shorter versions for small screens using CSS media queries
- A/B testing setup: Use tools like Google Optimize or Shopify's native testing to compare your new sub-copy against the original
Timeline: 2-4 hours for implementation, 2-3 weeks for meaningful test results.
- Bounce rate reduction: Expect 5-15% improvement in homepage bounce rate within 2-4 weeks
- Time on page increase: Look for 10-25% increase in average session duration from homepage traffic
- Scroll depth improvement: Monitor users scrolling past hero section, target 15-30% increase in deeper page engagement
- Conversion rate lift: Overall homepage-to-purchase conversion should improve 8-20% with clearer context
- AVOID: Using industry jargon or technical terms that your target customers don't understand. BEST PRACTICE: Write sub-copy at an 8th-grade reading level and test with actual customers.
- AVOID: Making sub-copy too long (over 50 words) or burying key benefits in secondary text. BEST PRACTICE: Lead with your strongest differentiator in the first 15 words.
- AVOID: Generic phrases like "premium quality" or "innovative solution" that could apply to any product. BEST PRACTICE: Include specific outcomes or use cases your product delivers.
- AVOID: Forgetting mobile formatting, causing text to wrap awkwardly or become unreadable. BEST PRACTICE: Test sub-copy on actual mobile devices, not just browser resize.
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