Want to optimise your content overnight? Improve customer experience? Increase conversions? Carefully crafted micro-copy can be used to persuade prospects to click, share, download and sign up. You don’t need design or technical support – just word power. In under an hour you’ll learn 21 ways to use micro-copy optimisation techniques to transform the effectiveness of your sites and apps. Best of all, these ideas can be put into action immediately. What are you waiting for? Watch this FREE webinar and learn: - avoid common mistakes that put prospects off content - increase sign ups and data capture - encourage social sharing and amplification - increase engagement: dwell times, repeat visits and interaction - ensure your calls-to-action inspire action!

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21 brilliant micro-conversion ideas you can
achieve with copy alone
Thursday 28th May 2015 13.00 BST
Catherine Toole, Chairman, Sticky Content

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Want to view the recorded webinar?
Please click here
to watch now

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@catherinetoole or
@stickycontent
@cloudIQApps
CIQSUMMIT#

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Speaker: Catherine Toole
Chairman, Sticky content
• Founder and chairman of Sticky Content –
now part of the Press Association
• 20 years’ experience in digital content
• Well-known speaker, who leads seminars at
Jakob Nielsen’s Usability Weeks worldwide.
• Econsultancy content strategy
trainer/blogger
Your speaker

5. Sticky Content: copywriting; content strategy; content marketing & training
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Headlines
Headlines
1.

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9. numbers
single superlative
personal
outcome effort
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Copy
Design
2.

13. A
B
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14. A
B
Control
+17.4%
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15. A
B
Control
+17.4%
C
D
Did B, C or D perform best?
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16. A
B
C
D
Control
+34.9%
+17.4%
+21.9%
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Tasks
Outcomes
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Ego
Effort
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Emotion
Reason
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26. A
B
Which outcome model worked best?

27. + 22%
A
B
B outperformed A + 22%

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You
Us
6.

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33. ISO 9000 audit
So, you’ve heard an ISO audit is in your near future
and you want to know what you can do to get ready?
One of the best ways you can prepare for an audit is
to learn the language your auditor will be using.
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Herd
Extinction
7.

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39. + 34%
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Now
Later
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41. A
B
+ 6.3%

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Size of task
No idea
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44. Case study courtesy of www.contentverve.com
Control:
Insights and experience from 4 years of research and
over 350 A/B tests distilled into one 26-page free ebook
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45. Case study courtesy of www.contentverve.com
Control:
Insights and experience from 4 years of research and over
350 A/B tests distilled into one 26-page free ebook
Treatment:
Read the book in just 25 minutes and get Insights from
4 years of research and over 350 A/B tests
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46. Case study courtesy of www.contentverve.com
Treatment:
Read the book in just 25 minutes and get Insights
from 4 years of research and over 350 A/B tests
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Long
Short buttons
10.

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Showing
Telling
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56. +24%

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Spam
Serious
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© www.contentverve.com

60. Conversions DOWN 18.70%
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© www.contentverve.com

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© www.contentverve.com

62. 19.47% more signups
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© www.contentverve.com

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What everyone
is thinking
Blah blah
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64. www.bunnyfoot.com
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65. UX consultancies
www.bunnyfoot.com
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You choose
We choose
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67. 67hosted by Copyright Brad Blake, Hill Holliday, 2011

68. hosted by Copyright Brad Blake, Hill Holliday, 2011

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70. hosted by Copyright Brad Blake, Hill Holliday, 2011

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Who I am
What I want
15.

72. A
What worked best? Goals?

73. B
Or personas?

74. B
Personas = 49.1% more downloads
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Creative
Ronseal
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78. This slide courtesy of Craig Sullivan, Customer Experience Manager, Belron. All rights reserved.hosted by

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Specific
Rounded up
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80. ©Johnathan Dane www.klientboost.com
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Magic moment
Moment lost
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Don’t go
Unsubscribe
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Reassurance
text
White space
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www.linkedin.com/in/catherinetoole
emailus@stickycontent.com
@catherinetoole
www.stickycontent.com