Johnson Box

Summary:

Johnson boxes are the way to stress certain information in the web layout that is known to increase conversions/sales. Johnson box is pretty much "cutout boxes" of the traditional media – magazines and newspapers.

Name of the pattern:

Johnson box

When to use this pattern:

When you want to increase conversions (sales, opt-ins) produced by your sales letter of name squeeze page.

How to use this pattern:

Traditionally, Johnson box is a paragraph or two with some benefit or list of benefits stressed or customer testimonials. It's normally shorter than the page (~70-80% of the rest of the text), has visible boundary (often stressed and think), and colored background (normally, some pastel or other light color).

Variations include the box floating to the right of left (cutout box) like in traditional media, no border on side, dashed border, reverse color schemes (dark background with light colored text). Most of these variations don't work well in general cases, but may result in improvements in your specific situation, so, test.

Attribution:

As follows from the name, it was first promoted by some guy names Johnson. Unfortunately, I don't know who he is.

Related patterns:

None

Related anti-patterns:

None

Comments:

Be reasonable. A sales letter consisting mostly of Johnson boxes is very hard to read and the pattern loses most of its efficiency. Never use bright high-saturation backgrounds, they make it hard to read. Test, if you can. Sometimes, simple light gray background may work better than other colors.

Keep in mind, Johnson boxes are very much spread around, so while they draw attention. They are also recognized as an attribute of the sales page. If you sales letter is informative, you want to minimize that recognition, because you wanted to be a trusted source, not a pitchman. In this style of sales letter, humble down Johnson boxes. Again, test. Most of Internet marketers to those with red bold letters, and while some of them are simply clueless, some of them know what they do.

Here is an example of Johnson box:

 
Subscribe to
Internet Marketing Patterns newsletter:

Name:
Email:
I hate spam as much as you do. Your email will never be shared with anybody. Period. Promise.