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[Webinar] The Language of Compelling Offers

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"Low cost" or "inexpensive"? Exclamation point or not? There's a lot to consider when developing offers, and the fact is, how you deliver your offer is actually more powerful than the offer itself. …

"Low cost" or "inexpensive"? Exclamation point or not? There's a lot to consider when developing offers, and the fact is, how you deliver your offer is actually more powerful than the offer itself. Join us for this 1-hour webinar featuring author and conversion optimization expert Tim Ash and SpyFu CEO Mike Roberts, developer of Convertasaurus. Tim will reveal some of the characteristics shared by the most compelling offers, and Mike will share research from thousands of winning (and losing) to show you how to leverage the language of conversion. If you've ever struggled to develop the optimal online ad copy, headline or call to action, you won't want to miss this webinar.

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  • 1. Free Virtual Event!The Language of Compelling Offers #WebOffers @tim_ash @mrspy @spyfu Copyright © 2013, SiteTuners - All Rights Reserved.
  • 2. About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 3. Part I The Offer Is More Than Price (understanding offer basics)Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 4. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 5. Components of an Offer • Primary offer • Total solution surrounding the offer • Headline • Sales copy • Images chosen • Call-to-action text and graphical format • Repetition • Context • Availability • PriceCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 6. Part II Different Kinds of “Languages” (clarity, context, affinity, visuals)Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 7. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 8. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 9. 1 - What you need to know • Making choices tires the brain and can make subsequent decision making difficult • Help guide customers (wizards – not filtering) • Do not overwhelm • Remove similar choicesCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 10. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 11. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 12. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 13. 2 - What you need to know • We anchor on the first thing we see • Add a new high-end item (which will not sell well) • Show in decreasing price order • Sales of reasonable compromise will increase • Irrational anchors can be put in the “lobby”Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 14. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 15. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 16. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 17. 3 - What you need to know • People are tribal • Some tribes are self-selected • We care more about people similar to us • Look the part • Communicate your values with editorial tone • Don’t worry about alienating outsidersCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 18. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 19. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 20. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 21. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 22. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 23. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 24. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 25. 4 - What you need to know • Visual processing is very powerful & quick • Draw attention to offers with strong visuals • Use people carefully to support calls-to-action • Don’t use unnecessary motion or animation • Test and refine how you deploy videoCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 26. Part III Quick Tips (more ways to be compelling)Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 27. Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 28. Experiment With The CTA Format • Shape • Dimensionality • Color • Visual Embellishments • SizeCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 29. Fonts Matter • Use Sans-Serif fonts • Avoid ALL-CAPITALS • Minimize use of reverse-colorCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 30. Writing Style For Longer Text • Inverted Pyramid • Brevity • Hype-free copy (no “marketese”) • Do not use adjectives • Provide only objective info • Focus on the needs of your audienceCopyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 31. CONVERSION LANGUAGEUsing other peoples’ tests to crowdsource the perfect copy. @spyfu @mrspy
  • 32. BackgroundFirst SEO/PPC competitive intelligence tool (Googspy SpyFu).Founded 2005 in Scottsdale, AZNo consulting.People pay us $79/mo to answer SEM questions and get data. @spyfu @mrspy
  • 33. I’m going to tell you a story… @spyfu @mrspy
  • 34. Ad Copy Improvements• Which ads are doing worse than your competitors, and what can you do to fix it? @spyfu @mrspy
  • 35. Whoa. That’s actually *really* hard.• Maybe we can at least do the first part – “which ads are doing worse than your competitors” @spyfu @mrspy
  • 36. That’s something we can do.• Solid data signals: time, coverage, position• Reverse engineering Quality Score @spyfu @mrspy
  • 37. Okay, but, is there anything we can do about the second part? Recommendations to improve your ad copy? @spyfu @mrspy
  • 38. This isn’t the first time I’ve tried to solve this problem.Some things just *SUCK*.Our plan: compile expert advice from the Internet andlook for patterns. @spyfu @mrspy
  • 39. We distilled the Good Things: Use words that imply a secret is revealed. (“hidden”, “secret”, “exposed”) Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/ Include credibility indicators (“rated 4 stars”, “guarantee”) Source: http://www.marketingexperiments.com/ppc-seo-optimization/ppc-ad-copy-tested.html Source: http://ebaystrategies.blogs.com/ebay_strategies/2009/05/what-matters-most-to- Use the phrase "free shipping." consumers-free-shipping-low-prices-or-coupons.html Use the phrase "you need to." Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/ Use the phrase "how to" Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/ Use words to build urgency. (“now”, “today”, “tomorrow”, “ends”, “hurry”, “limited time”, “tonight”) Source: http://www.marketingexperiments.com/ppc-seo-optimization/ppc-ad-copy-tested.html Use the word "download." Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/ @spyfu @mrspy
  • 40. …and the Bad ThingsAvoid repeated words http://www.googlelady.com/416/10-killer-headline-adwords-tips/Avoid misspellings, including dynamic insertionon misspelled keywords http://www.trada.com/blog/ppc-tips-ad-copy/Avoid use of the word "buy" http://www.googlelady.com/416/10-killer-headline-adwords-tips/Avoid company name in your headline (unlessyou are major brand) http://www.seohosting.com/blog/search-engine-marketing/7-mistakes-that-kill-your- ppc-ad-copy/Use digits instead of spelled-out numbers http://www.seohosting.com/blog/search-engine-marketing/7-mistakes-that-kill-your- ppc-ad-copy/ @spyfu @mrspy
  • 41. General Rules• Have a call to action.• Shorter is better.• Specificity, specificity, specificity. @spyfu @mrspy
  • 42. These seem pretty smart, but…1. There’s not very many of them.2. Do we really *know* they are true?3. Could they change over time? @spyfu @mrspy
  • 43. Is there any way to *prove* or *disprove* these “wisdoms”? @spyfu @mrspy
  • 44. What if… we looked at nearly a billion ads from a million advertisers? @spyfu @mrspy
  • 45. Couldn’t we…Control for bidding strategy and discipline? Giving us a very clear picture of what *is* a good ad. @spyfu @mrspy
  • 46. And then…We could figure out which words and phrases winning ads have in common? (proving or disproving those rules) @spyfu @mrspy
  • 47. OMG, OMG… What do I *actually* KNOW? @spyfu @mrspy
  • 48. Audience Participation:Ads with which phrase get more clicks? Free Shipping vs Free Overnight Shipping @spyfu @mrspy
  • 49. Free Overnight Shipping @spyfu @mrspy
  • 50. Not a casual observation Winner based on 5.3 Million unique matching ads from 54k advertisers. @spyfu @mrspy
  • 51. Let’s try another one: Inexpensive vs Value Priced @spyfu @mrspy
  • 52. Value Priced**Based on 32k unique ads from 1.9k advertisers @spyfu @mrspy
  • 53. One more confidence builder: 30 day free trial vs 30 day money back guarantee @spyfu @mrspy
  • 54. 30 day free trial**Based on 81k unique ads from 1.4k advertisers @spyfu @mrspy
  • 55. Pretty nuanced for warm-ups Great vs Greatest Fine vs Finest You vs Us Death Lawyer vs Kitten @spyfu @mrspy
  • 56. @spyfu @mrspy
  • 57. Shipping We know that: Free Overnight Shipping > Free Shipping @spyfu @mrspy
  • 58. But, try these: Free shipping Free Same day shipping Free next day shipping @spyfu @mrspy
  • 59. Free Same day shipping (winner) Free next day shipping Free shipping @spyfu @mrspy
  • 60. Keep going… Free shipping and free returns (new champ) Free same day shipping (prev. winner) Free shipping & free returns Free shipping and returns @spyfu @mrspy
  • 61. Winners’ Bracket Free overnight shipping (winner) Free shipping and returns Free same day shipping Can anything beat Free Overnight Shipping? @spyfu @mrspy
  • 62. Six words, one comma: In Stock, Ready to Ship Today The phrase “in stock, ready to ship today” appeared 13.1x more often in successful ads than unsuccessful ads. We looked at 12,480 ads by 151 different advertisers containing this phrase to come to this conclusion . @spyfu @mrspy
  • 63. Don’t act too excited about shipping!!!!! free shipping > free shipping! next day shipping > next day shipping! overnight shipping > overnight shipping! free shipping & free returns > free shipping & free returns! stock, ready to ship today > stock, ready to ship today! @spyfu @mrspy
  • 64. And it’s not just shipping…• Exclamation points can backfire(!) 50% off > 50% off! No cost > No cost! @spyfu @mrspy
  • 65. Curb Your Enthusiasm• Lots of offers are better without the “!” @spyfu @mrspy
  • 66. Curb Your Enthusiasm• The exception: Urgency @spyfu @mrspy
  • 67. So, I’ve talked a lot about Free, but it turns out… Free < Complimentary < No Cost @spyfu @mrspy
  • 68. This isn’t just about Adwords... …or even limited to the Internet.Any time you want to cause someone to act: Landingpages, Emails, Social Media, Physical signage, Direct mail, etc. @spyfu @mrspy
  • 69. The best news of all…You don’t have to remember anything I’ve said. @spyfu @mrspy
  • 70. We put it all in awebsite.convertasaurus.com @spyfu @mrspy
  • 71. And people have been using it… “A couple weeks ago I talked about how I got beta access SpyFu’s tool and it showed me that the word “demo” beat out “free demo” and “contact us” on our PAR Program website. So after split testing it… it was indeed right on the money with 30% more clicks.” -- Jeremy “Shoemoney” Schoemaker http://www.shoemoney.com/2012/11/21/spyfus-new-word-split-testing-tool-free @spyfu @mrspy
  • 72. People have been using it… “By the way, I can tell you we are already changing wording on our site because of this. We are changing "Free Trial" to "Get Started Free" on our web site. Sometimes its hard for us to A/B test small variations like that because either they appear in too many places on our site or the difference is not enough to show meaningful results unless we keep a test running for a months, which is not very practical.” Hamid Shojaee Founder and President Axosoft, LLC - http://www.axosoft.com @spyfu @mrspy
  • 73. Tim told me it’s best to put togethera slide for this:Get 50% off your firstmonth of SpyFu.(Limited Time! Don’t Miss Out!)bit.ly/convertasaurus @spyfu @mrspy
  • 74. Special Offer - Express Reviews with Tim • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com – Starts at $699 First 3 reviews conducted personally by Tim Ash Mention “web offers webinar” after ordering – good until 2/15/2013.Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
  • 75. Save $200 off Conversion Conference April 15-16 Other 2013 shows Chicago – June 11-13 San Francisco Boston – Sept 30-Oct 1 Berlin – November Use promo code WEBOFFERS London – November Copyright © 2011 - All Rights Reserved.
  • 76. Q&ATim Ash – CEO, SiteTuners Mike Roberts – President, SpyFutim@sitetuners.com mike@spyfu.com(619) 990-9062 mobile twitter @mrspy @spyfu(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/timashfacebook.com/tim.ash1skype tim_ash1Copyright © 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy