HOW JOHNSON BOXES BOOSTED CONVERSIONS BY 20%

Summary from the TLDR Marketing newsletter

A Johnson Box is a highlighted section of text at the top of a direct mail letter, email, or web page designed to grab attention and emphasize key points. Custody X Change, a co‑parenting SaaS product, found through customer research that its comprehensive website content felt overwhelming to some users. The team tested adding simplified Johnson Boxes in the form of navigational jump links. This made it easier for users to locate important information and resulted in a 20% increase in conversions.