Are You Missing Copy on Your Page?
How adding the right paragraph generated a 36% lift
We’re sharing on Twitter!
#WebClinic
Today's Speaker
Austin McCraw
Senior Editorial Analyst
MECLABS

@FlintsNotes

Austin McCraw joined the MECLABS research te...
An Experiment
Experiment: Background
Experiment ID: TP1700
Record Location: MECLABS Research Library
Research Partner: [Protected]
Backg...
Experiment: Background
A central product
page template
connected to all
channels and
visited by all
prospects making
a pur...
Experiment: Background
Specific Car Problem

The top-performing product template
page from multiple A/B test iterations.
C...
Experiment: Control

Specific Car Problem
Company

Car Part

Product
Product is
car issue you searched

fix the specific
c...
Copywriting
Climax

SUB STORY
Climax

Falling Act.

Rising Act.

Resolution /Exposition

Resolution

Exposition
ACT 1
Begi...
Experiment: Treatment

specific car part

spec. car part

Specific Car Problem
this product,

Company

Car Part

Product
P...
Treatment Copy

specific car part

car part.
below product.
Side-by-Side
Control

Treatment

Specific Car Problem
Company

specific car part

spec. car part

Product

Car Part

Produ...
Results

36% Relative Increase in Sales
The new page copy increased product sales by 36.1%

Conv. Rate

% Rel. Change

Ver...
What You Need to Understand

F

Key Principles

1. Simply identifying a customer need does not inspire the need to act.
Treatment Copy

specific car part

specific car part
below product.
What You Need to Understand

F

Key Principles

1. Simply identifying a customer need does not inspire the need to act.
2....
Today’s Focus

We are going to examine how
you can use each problem
intensifier to evaluate and
optimize your copy.
Urgenc...
Relevance
Copywriting with Relevance

F

Key Principles

1. Relevance is the degree to which an offer
is connected to a recipient’s ...
Copywriting with Relevance
Internal Relevance

External Relevance

• Personal interests
• Demographics
• Shopping habits
•...
Copywriting with Relevance
The original copy is focused
mainly on the solution, but
for the average person,
they may or ma...
Copywriting with Relevance
specific car part

The additional copy
specifically mentions
external events that may
have rece...
From Pending To This …
This,
Protocol ID:
From This

The copy briefly
connects to the relevant
issue of needing to
manage ...
From Pending To This …
This,
Protocol ID:
From This

An entire case study was
added to intensify the
motivation for the so...
From TP1560b To This …
This,
Protocol ID:
Similar to the previous
example, the copy only
briefly connects to an
external p...
From TP1560b To This …
This,
Protocol ID:

49.5%

Increase in clickthrough

To This

The new copy spends
significantly mor...
Importance
Copywriting with Importance

F

Key Principles

1. Importance is the degree to which an offer is
essential to a recipient’...
Copywriting with Importance
In addition to addressing a need to know, the additional copy connects the problem
directly to...
From TP1457 To This …
This,
Protocol ID:
From This

Do Your Federal Taxes Online For Free
Some points of
importance are no...
From TP1457 To This …
This,
Protocol ID:
To This

Do Your Federal Taxes Online For Free
Customer
importance
is used to
sim...
From TP3056 To This …
This,
Protocol ID:

From This

LOGO
procedure

Get back to
Web URL

LOGO
procedure
Get back to
Web U...
From TP3056 To This …
This,
Protocol ID:

To This

New copy is added to
highlight an issue of extreme
importance to ideal
...
Urgency
Copywriting with Urgency

F

Key Principles

1. Urgency is the degree of immediacy
associated with an offer imposed by
eit...
Copywriting with Urgency
The new copy leverages the natural urgency created with the unexpected by stating
“ignoring these...
From TP1512 To This …
This,
Protocol ID:
From This
From TP1512 To This …
This,
Protocol ID:
The same style
of copy is
added for
intensification.

To This

The copy is
rewrit...
From TP1887 To This …
This,
Protocol ID:
From This
LOGO

access to all our content
From TP1887 To This …
This,
Protocol ID:
To This
content

LOGO

access to all our content

to all of our content

The offe...
Review
Summary: Putting it all together

F

Key Principles

1. Simply identifying a customer need does not inspire the need to ac...
See how you can conduct research with us …
MECLABS conducts rigorous experiments in the new science of optimization. We ap...
Live Optimization
Landing Pages
Live Optimization
Split Second Virtual
Primary Audience: B2B calling
Primary Objective: To get a click through

http://bit...
Live Optimization
Royal Oak Dental
Primary Audience: B2C Services
Primary Objective: To get patient to schedule
appointmen...
Live Optimization
Xero Shoes
Primary Audience: B2C Sales
Primary Objective: Get people on the path of
collecting pre-purch...
Live Optimization
Xero Shoes
Primary Audience: Humanitarians
Primary Objective: Get registrants

http://bit.ly/1dHENBc

#W...
Live Optimization
Loffler
Primary Audience: B2B IT solutions
Primary Objective: inform customers about
what we do and make...
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
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Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift

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Imagine one of your webpages for a moment. Are you absolutely sure you are communicating everything your customer needs to move to the next step?

What if you are losing business because a portion of your customers don’t have enough information to make a decision to buy?

In our next clinic, the MarketingExperiments team will reveal how one company captured 36% more total sales by adding a simple paragraph to its page.

Along with this case study, you’ll learn:

• How to diagnose your own page for copy problems
• What types of changes you can make to already high-performing copy
• The one thing your copy needs to state or imply before you talk about your product
• More copywriting case studies from our library

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Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift

  1. 1. Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
  2. 2. We’re sharing on Twitter! #WebClinic
  3. 3. Today's Speaker Austin McCraw Senior Editorial Analyst MECLABS @FlintsNotes Austin McCraw joined the MECLABS research team in 2007 after graduating from University of Florida's college of Journalism and Communications. Since then, he has reviewed over 2,500 experiments, written over 300 hours of training, and developed five professional certification courses on the topics of offer response optimization and value proposition. Currently, he works directly with Dr. Flint McGlaughlin, Founder and Director of MECLABS, on his academic and commercial writing projects. He lives in Florida with his wife and three sons.
  4. 4. An Experiment
  5. 5. Experiment: Background Experiment ID: TP1700 Record Location: MECLABS Research Library Research Partner: [Protected] Background: An organization that offers car repair products. Goal: To increase overall product sales. Research Question: Which page copy will generate the highest sales conversion rate? Test Design: A/B multifactorial test
  6. 6. Experiment: Background A central product page template connected to all channels and visited by all prospects making a purchase. Specific Car Problem Company Car Part Product Product is car issue you searched fix the specific car part. This prod. has specific car part problem searched this product PRODUCT IMAGE other specific part issues Company Product Company is car part.
  7. 7. Experiment: Background Specific Car Problem The top-performing product template page from multiple A/B test iterations. Company Car Part Product Product is car issue you searched fix the specific car part. This prod. has specific car part problem searched this product Product PRODUCT IMAGE Specific Car Problem other specific part issues Specific Car Problem Company Product Company is car part.
  8. 8. Experiment: Control Specific Car Problem Company Car Part Product Product is car issue you searched fix the specific car part. This prod. has What copy is missing from this page? specific car part problem searched this product PRODUCT IMAGE other specific part issues Company Product Company is car part.
  9. 9. Copywriting Climax SUB STORY Climax Falling Act. Rising Act. Resolution /Exposition Resolution Exposition ACT 1 Beginning (The Setup) ACT 2 Middle (The Confrontation) ACT 3 End (The Resolve) Peoples’ thoughts arrange themselves in a story, therefore understanding your visitors’ thought sequences comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to a story …
  10. 10. Experiment: Treatment specific car part spec. car part Specific Car Problem this product, Company Car Part Product Product is car issue you searched Company fix the specific below product. car part. This prod. has The additional copy was placed at the top of the page. specific car part problem searched Companythis product PRODUCT IMAGE Specific Car Problem other specific part issues Car Part Product Product is car issue you searched fix the specific car part. It focused primarily on building the problem. This prod. has specific car part problem searched this product Company PRODUCT IMAGE other specific part issues Product Product Company car part. car part. Company is Company is
  11. 11. Treatment Copy specific car part car part. below product.
  12. 12. Side-by-Side Control Treatment Specific Car Problem Company specific car part spec. car part Product Car Part Product is fix the specific this product, car issue you searched car part. This prod. has specific car part problem searched this product PRODUCT IMAGE specific car part Company below product. car part. other specific part issues Specific Car Problem Company Product Product is car issue you searched Car Part fix the specific
  13. 13. Results 36% Relative Increase in Sales The new page copy increased product sales by 36.1% Conv. Rate % Rel. Change Version A 1.33% Version B 1.81% -36.1% Stat. Conf. 95%
  14. 14. What You Need to Understand F Key Principles 1. Simply identifying a customer need does not inspire the need to act.
  15. 15. Treatment Copy specific car part specific car part below product.
  16. 16. What You Need to Understand F Key Principles 1. Simply identifying a customer need does not inspire the need to act. 2. To inspire action, your copy must transform a customer need into a customer want. This can be achieved by using one or more of three problem intensifiers. 1. Relevance 2. Importance 3. Urgency
  17. 17. Today’s Focus We are going to examine how you can use each problem intensifier to evaluate and optimize your copy. Urgency
  18. 18. Relevance
  19. 19. Copywriting with Relevance F Key Principles 1. Relevance is the degree to which an offer is connected to a recipient’s situational motivations. 2. To enable relevance in your marketing copy, you must identify with at least one of two types for ideal prospects arriving to your page: • • Internal Relevance External Relevance Urgency
  20. 20. Copywriting with Relevance Internal Relevance External Relevance • Personal interests • Demographics • Shopping habits • Personality • Communication styles • Level of engagement • Seasonality • Special discounts • Limited-time offers • News events • Competitive initiatives
  21. 21. Copywriting with Relevance The original copy is focused mainly on the solution, but for the average person, they may or may not know if this is relevant to them. Specific Car Problem Car Part Product Product is fix the specific car issue you searched car part. This prod. has PRODUCT IMAGE other specific part issues
  22. 22. Copywriting with Relevance specific car part The additional copy specifically mentions external events that may have recently occurred. Specific Car Problem Car Part Product Product is fix the specific car part. car issue you searched car part. This connects the solution to a potentially relevant problem they have just experienced. This prod. has PRODUCT IMAGE other specific part issues below product.
  23. 23. From Pending To This … This, Protocol ID: From This The copy briefly connects to the relevant issue of needing to manage events … … but then shifts focus to generic product features available to all other event types.
  24. 24. From Pending To This … This, Protocol ID: From This An entire case study was added to intensify the motivation for the solution. It did so by connecting directly to the relevant internal drivers of the prospect. 44.1% Increase in conversions
  25. 25. From TP1560b To This … This, Protocol ID: Similar to the previous example, the copy only briefly connects to an external problem. From This
  26. 26. From TP1560b To This … This, Protocol ID: 49.5% Increase in clickthrough To This The new copy spends significantly more space connecting to an issue of external reference. In addition, the change in tone and over-emphasis on the issues identifies with their level of situational frustration (internal).
  27. 27. Importance
  28. 28. Copywriting with Importance F Key Principles 1. Importance is the degree to which an offer is essential to a recipient’s livelihood. 2. To enable importance in your marketing copy, you must identify with an underlying need in the recipient. Examples include: • • • • Being safe Meeting expectations (job, family, etc.) A feeling of belonging Self-affirmation Urgency
  29. 29. Copywriting with Importance In addition to addressing a need to know, the additional copy connects the problem directly to a consequence in one or multiple needs (saving, safety). specific car part car part. below product.
  30. 30. From TP1457 To This … This, Protocol ID: From This Do Your Federal Taxes Online For Free Some points of importance are not entirely clear in the customer’s eyes, and the important points may be deemphasized because of the sequence. • Most tax situations supported • Step-by-step guidance makes it easy for first time users • Automatically double checks for errors and guaranteed accuracy • Easily upgrade if your taxes are more complex
  31. 31. From TP1457 To This … This, Protocol ID: To This Do Your Federal Taxes Online For Free Customer importance is used to simplify and sequence key points. •• • Most tax situations supported G Accurate calculations guarantee We guarantee guidance makes or we’ll for first Step by stepaccurate calculations it easy reimburse resulting IRS penalties and time users interest charges. Learn more • Most tax forms supported for errors and Automatically double checks See a full list of tax forms guaranteed accuracy supported by our free product. View list • Easily upgrade if your taxes are more complex • Step by step guidance Our straight-forward Q&A process makes it easy to start and finish your return online. • Automatically double checks for errors 95% Increase in conversion Our program automatically double-checks your return and alerts you if it finds any errors or incomplete actions. Copy is added to each point to intensify the connection with the customer.
  32. 32. From TP3056 To This … This, Protocol ID: From This LOGO procedure Get back to Web URL LOGO procedure Get back to Web URL LOGO LOGO procedure Getbackto Web URL
  33. 33. From TP3056 To This … This, Protocol ID: To This New copy is added to highlight an issue of extreme importance to ideal customers (safety). LOGO procedure Body Get back to spec. procedure for Web URL LOGO Existing copy is deemphasized and sequenced after. procedure Body Get back to for spec. procedure 16% Web URL Increase in clickthrough LOGO LOGO 118% Increase in conversion Body procedure spec. procedure for Getbackto Web URL
  34. 34. Urgency
  35. 35. Copywriting with Urgency F Key Principles 1. Urgency is the degree of immediacy associated with an offer imposed by either the recipient’s situation or the nature of the offer itself. 2. To enable urgency in your marketing copy, you must draw from at least one of two types: • • Natural Urgency Artificial Urgency Urgency
  36. 36. Copywriting with Urgency The new copy leverages the natural urgency created with the unexpected by stating “ignoring these symptoms can lead to … ” Also, by making ordinary consumers aware of the unseen, the natural urgency to act increases. specific car part car part. below product.
  37. 37. From TP1512 To This … This, Protocol ID: From This
  38. 38. From TP1512 To This … This, Protocol ID: The same style of copy is added for intensification. To This The copy is rewritten to imply a need for immediate action (artificial urgency). Get all of your favorite PLUS features back when you upgrade: 42.7% Increase in conversion Keep using limited basic
  39. 39. From TP1887 To This … This, Protocol ID: From This LOGO access to all our content
  40. 40. From TP1887 To This … This, Protocol ID: To This content LOGO access to all our content to all of our content The offer page is transformed into a triggered pop-over. The copy is rewritten to imply a need for immediate action (artificial urgency). 71% Increase in conversion
  41. 41. Review
  42. 42. Summary: Putting it all together F Key Principles 1. Simply identifying a customer need does not inspire the need to act. The problem must be intensified so it is properly felt by customers. 2. To inspire action, your copy must transform a customer need into a customer want. This can be achieved by using one or more of three problem intensifiers: • • Relevance: The degree to which an offer is connected to a recipient’s situational motivations. Importance: The degree to which an offer is essential to a recipient’s livelihood. • Urgency: The degree of immediacy associated with an offer.
  43. 43. See how you can conduct research with us … MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS research partnership: • Select Research Partnership Opportunities on the postwebinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x
  44. 44. Live Optimization Landing Pages
  45. 45. Live Optimization Split Second Virtual Primary Audience: B2B calling Primary Objective: To get a click through http://bit.ly/1hHgsOw #WebClinic
  46. 46. Live Optimization Royal Oak Dental Primary Audience: B2C Services Primary Objective: To get patient to schedule appointment online http://bit.ly/19tZgIU #WebClinic
  47. 47. Live Optimization Xero Shoes Primary Audience: B2C Sales Primary Objective: Get people on the path of collecting pre-purchase info, or move to make a purchase http://bit.ly/Hwl8sP #WebClinic
  48. 48. Live Optimization Xero Shoes Primary Audience: Humanitarians Primary Objective: Get registrants http://bit.ly/1dHENBc #WebClinic
  49. 49. Live Optimization Loffler Primary Audience: B2B IT solutions Primary Objective: inform customers about what we do and make it easy for them to find what they are searching for http://bit.ly/1b6PUzG #WebClinic
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