Everything you wanted to know about our conversion copywriting services. What is conversion copywriting? How do we write copy that converts? How can you get high converting copy?

1. Conversion
Messaging for
Growth Teams
How It's Done at
Conversion Copy Co.
BY CONVERSION COPY CO.
FEBRUARY 2019

2. OVERVIEW
POINTS OF
DISCUSSION
conversioncopyco.com
Who We Are
Conversion Copywriting
Experience and Results
Working Together

3. CONVERSION
COPY CO.
IN BRIEF
Est. in 2014 offering digital
and content marketing
services.
In 2017 moved to exclusively
market conversion
copywriting services with a
focus on SaaS.
conversioncopyco.com

4. conversioncopyco.com
Anna Bolton
Founder and CEO
Paul and Kylie
Wiebe
Virtual Assistants
(NEW)
CONVERSION COPY CO.
MEET THE TINY TEAM
Worked at Canada's top PR firm
Led Communications for Free the
Children and social enterprise, Natural
Calm Canada
10 years as a business transformation
consultant to senior government
executives

5. conversioncopyco.com
THE ART & SCIENCE OF
CONVERSION COPY

6. “Words are just an output.
The real work I’ll be doing
here is squeezing more
money out of your data.
Because copy is your online
salesperson, you’ll see
results faster than you would
with almost any other
optimization work you can
engage in.”
Joanna Wiebe , founder of Copyhackers
and the original conversion copywriter
conversioncopyco.com

7. conversioncopyco.com
CONVERSION COPY:
1) uses data to develop
hypotheses for
how to move people to ‘yes’;
2) designs persuasive sales
messages accordingly.
HOW IT WORKS

8. conversioncopyco.com
MOVING PEOPLE
TO 'YES'
THE ART OF
CLASSIC DIRECT
RESPONSE
COPYWRITING
+
CONVERSION
OPTIMIZATION
SCIENCE
“Conversion copywriting is there
to take the best of direct response
copywriting... and the best of what we
know about human decision-making,
the best of user experience...
All those pieces come together to
create what we call conversion
copywriting, again where the goal is to
get people to act.”
Joanna Wiebe

9. conversioncopyco.com
HOW WE MINE DATA FOR CONVERSION
MESSAGING
VOICE OF CUSTOMER DATA: REVIEW MINING, SURVEYS,
INTERVIEWS, SUPPORT TRANSCRIPTS/FAQS/SITE SEARCH
HISTORY
COMPETITOR AUDITS: MESSAGING ANALYSIS
USER STUDIES: REACTIONS TO MOCK-UPS, BETA VERSIONS
PRE-LAUNCH

10. conversioncopyco.com
AND...
VISITOR BEHAVIOUR: HEATMAPS, SCROLLMAPS
MARKETING PERFORMANCE: WEBSITE, EMAIL AND AD
ANALYTICS/REPORTING, A/B TESTS
POST-LAUNCH

11. conversioncopyco.com
WHERE MARKETERS USE CONVERSION COPY
(Anywhere driving action can increase revenue)
Digital Ads Opt-In Pages/
Key Website
Pages
Sales Pages/
Product Pages
Marketing Emails

12. conversioncopyco.com
PROCESS
END-TO-END
On the first iteration, R&D
takes the longest.
As we continue to optimize,
the research can be re-
used (for about a year) and
we spend more time on
steps 2 and especially 3.
1
2
3
R&D,
hypothesis
development
Writing,
wireframing
Testing &
validation

13. conversioncopyco.com
OPTIMIZATION
NEVER STOPS
WE CYCLE THROUGH
REPEATEDLY
R&D,
hypothesis
development
Writing,
rewriting,
wireframing
Testing &
validation

14. WHERE THE PROCESS COMES FROM

15. conversioncopyco.com
RESULTS FOR CLIENTS

16. Not all Conversion Copy Co.
clients invest in true conversion
copy. Those who do get
measurable improvements in
leads and sales.

17. conversioncopyco.com
LEAD GEN
189% ROI on Google PPC ads
3k new email subscribers in 3
wks
86% savings on cost per lead
from Facebook ads
47% increase in relevant
venture applications

18. conversioncopyco.com
SALES
~500% increase in avg sales w/in
24-hrs of a sales email
$75k in sales in one day from a
single email
~33% increase in client retainers
from a 6-email campaign
~600% increase in online sales
after a website rewrite
10x ROI on Facebook lead gen ads

19. Conversion copywriting is most powerful
where there's proven product-market fit,
good design/user experience, a digital
marketing strategy and the technical
resources to roll it out.

20. conversioncopyco.com
NOTABLE CLIENTS

21. conversioncopyco.com
What People Are Saying
Darrick Wiebe
CTO, Untether AI
"...instrumental in raising
an 8-figure funding
round. Plus, we took
away conversion
techniques we'll apply to
all of our sales,"
CEO, Neovora, Trips &
Wires
JR East
"Anna was able to hone in
on what makes our
clients buy and use those
insights to create copy
that was highly
persuasive, but natural."
Talia Wolf
Founder, GetUplift
"...both results and
customer-driven... If you
want your website to
speak to your customers
and convert them you
should hire her
yesterday."

22. Because we have a process for conversion
optimization, we're not guessing.
Our messaging can be tested, validated and
optimized again and again.

23. conversioncopyco.com
Retainer/Contract
Special discounts available to clients
with a volume of work.
Only taking a limited number of retainer
clients in 2019.
Staff Training
Develop conversion optimization skills
inside your organization when you hire
us for mentoring, training and to
develop re-usable assets/templates.
Project Basis
Consulting and done-for-you
copywriting.
Ways We Can Work Together

24. conversioncopyco.com
LET'S TALK
GROWTH THROUGH
CONVERSIONSCONVERSION COPY CO.
Located in Oakville, Ontario (30-minutes
outside Toronto)
Phone/Video Call: 289-952-8127 (ask for a
Zoom meeting!)
Email: anna@conversioncopyco.com
Connect: linkedin.com/in/annaboltonobyrne