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Online Copywriting for Higher Conversions
 

Online Copywriting for Higher Conversions

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Agenda: ...

Agenda:

1 - Introduction / case study
2 - 4 key principles
3 - The fundamentals of LP copy
4 - How to craft irresistible Calls to Action

Web-seminar presented at Markedu (http://www.markedu.com/web-seminars)

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    Online Copywriting for Higher Conversions Online Copywriting for Higher Conversions Presentation Transcript

    • Online Copywriting for Higher Conversions – Using Words to Turn Visitors into Customers Agenda: 1. Introduction / case study 2. 4 key principles 3. The fundamentals of LP copy 4. How to craft irresistible Calls to Action
    • Which blurb doubled sales? Vote A or B! A: B:
    • B: WINNER 99.35% improvement in sales…
    • Treatment 6: 7.06% improvement
    • Prospects’ motivation: Prospects’ terminology:• Get ideas / get started on writing my essay • ”Ideas” not ”Inspiration”• See essay outlines • ”References” not ”Bibliographies”• Get references • ”Research topics” not ”Topics”• Improve writing
    • Rules vs. principles &Best practice vs. testing
    • Rule:An official instruction that says how things mustbe done or what is allowed…Best Practice:Generally-accepted, informally-standardized techniques,methods or processes…Principle:The basic idea that a plan or system is based on…
    • Control: Treatment A: Vs. 304% improvement in sign up
    • Rule / best practice:Always place the CTA above the foldPrinciple:Place the CTA where it matches your prospects’ thoughtsequenceTest:By testing, we can answer the question “What is the bestCTA placement on this specific landing page?”
    • Conversion:“The process of successfully achieving the primary objectiveof a specific page or website.”- Dr. Flint Mcglaughlin, Marketing ExperimentsConversion rate:The number of successes divided by the number of visitorstimes 100.
    • 4 key principles:1. Think of marketing as an exchange of value2. Have a clear & relevant value proposition3. Reduce friction4. Reduce anxiety
    • Key principle 1:Think of marketing as an exchange of values
    • As a consumer, this is my internal monologue:“Do the potential benefits outweigh the risk and the effort ofdoing what they’re asking me to do?”
    • You must make me agree that :“What I’m getting in return is worth more, than what I have topart with…”
    • Landing Shopping FinalPPC Add Step 1 Step 2 Step 3 page cart conversion Bounce Action
    • Vs. 62% improvement in sales
    • Vs.
    • 498% improvement in sign ups%
    • Key principle 2:Have a clear & relevant value proposition
    • Your value proposition is the primary reason why your ideal prospect should buy from youThe force of your value proposition is mainly determined by 2 factors:1. Relevance: How closely it matches the motivation of your prospect2. Clarity: How clearly your value proposition is stated
    • 1. Relevant2. Clear Sales doubled!
    • Control: Treatment A: Vs. 62% improvement in CTR%
    • Control:
    • Treatment A: 99,4% improvement in downloads
    • 498% improvement in sign ups%
    • Key principle 3 & 4:Reduce friction & anxiety
    • Friction:Psychological resistance to a given element in the sales process.Anxiety:Psychological concern stimulated by a given element in the sales processIn regards to copy, friction is often related to: 1. Tone 2. Lack of clarity and/or continuity 3. Asking too much too soon
    • Friction / anxiety related to tone: Source: marketingexperiments.com
    • Source: marketingexperiments.com
    • Source: marketingexperiments.com
    • Friction / anxiety reduced by tone: • ”Ideas” not ”Inspiration” • ”References” not ”Bibliographies” • ”Research topics” not ”Topics”
    • Friction related to continuity: Landing Shopping FinalPPC Add Step 1 Step 2 Step 3 page cart conversion Bounce Action
    • PPC ads:Risk freeNo obligationFree demo$100.000 trial account
    • PPC ads:Risk freeNo obligationFree demo$100.000 demo account 99,4% improvement in downloads
    • Control: Treatment A: 304% improvement in sign up
    • The fundamentals of landing page copy thatsells
    • Principle number 1: Clarity trumpspersuasion
    • 1. Define your goals clearly2. Establish a clear, relevant value prop3. Ensure continuity through the conversion process4. Reduce friction and anxiety5. Have a clear call to action6. Test your landing page copy
    • How to craft irresistible Calls to Action
    • Vs. 133% increase in CTR.
    • Your CTA copy should be: Relevant and worth a click
    • Not relevant. Not worth a click Relevant. Worth a click Vs. 133% increase in CTR.
    • Best practice Calls to Action that kill conversions!
    • Not this: But this:
    • Not this: But this:
    • For testing I recommend: www.visualwebsiteoptimizer.com
    • Time for Q & A…twitter.com/MichaelWebtekstOnline-Tekstforfatter.dkLandingPages.nuMichael@onlinetekstforfatter.dk