Online Copywriting for Higher Conversions

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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

  1. 1. 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
  2. 2. Which blurb doubled sales? Vote A or B! A: B:
  3. 3. B: WINNER 99.35% improvement in sales…
  4. 4. Treatment 6: 7.06% improvement
  5. 5. 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
  6. 6. Rules vs. principles &Best practice vs. testing
  7. 7. 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…
  8. 8. Control: Treatment A: Vs. 304% improvement in sign up
  9. 9. 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?”
  10. 10. 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.
  11. 11. 4 key principles:1. Think of marketing as an exchange of value2. Have a clear & relevant value proposition3. Reduce friction4. Reduce anxiety
  12. 12. Key principle 1:Think of marketing as an exchange of values
  13. 13. 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?”
  14. 14. You must make me agree that :“What I’m getting in return is worth more, than what I have topart with…”
  15. 15. Landing Shopping FinalPPC Add Step 1 Step 2 Step 3 page cart conversion Bounce Action
  16. 16. Vs. 62% improvement in sales
  17. 17. Vs.
  18. 18. 498% improvement in sign ups%
  19. 19. Key principle 2:Have a clear & relevant value proposition
  20. 20. 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
  21. 21. 1. Relevant2. Clear Sales doubled!
  22. 22. Control: Treatment A: Vs. 62% improvement in CTR%
  23. 23. Control:
  24. 24. Treatment A: 99,4% improvement in downloads
  25. 25. 498% improvement in sign ups%
  26. 26. Key principle 3 & 4:Reduce friction & anxiety
  27. 27. 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
  28. 28. Friction / anxiety related to tone: Source: marketingexperiments.com
  29. 29. Source: marketingexperiments.com
  30. 30. Source: marketingexperiments.com
  31. 31. Friction / anxiety reduced by tone: • ”Ideas” not ”Inspiration” • ”References” not ”Bibliographies” • ”Research topics” not ”Topics”
  32. 32. Friction related to continuity: Landing Shopping FinalPPC Add Step 1 Step 2 Step 3 page cart conversion Bounce Action
  33. 33. PPC ads:Risk freeNo obligationFree demo$100.000 trial account
  34. 34. PPC ads:Risk freeNo obligationFree demo$100.000 demo account 99,4% improvement in downloads
  35. 35. Control: Treatment A: 304% improvement in sign up
  36. 36. The fundamentals of landing page copy thatsells
  37. 37. Principle number 1: Clarity trumpspersuasion
  38. 38. 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
  39. 39. How to craft irresistible Calls to Action
  40. 40. Vs. 133% increase in CTR.
  41. 41. Your CTA copy should be: Relevant and worth a click
  42. 42. Not relevant. Not worth a click Relevant. Worth a click Vs. 133% increase in CTR.
  43. 43. Best practice Calls to Action that kill conversions!
  44. 44. Not this: But this:
  45. 45. Not this: But this:
  46. 46. For testing I recommend: www.visualwebsiteoptimizer.com
  47. 47. Time for Q & A…twitter.com/MichaelWebtekstOnline-Tekstforfatter.dkLandingPages.nuMichael@onlinetekstforfatter.dk

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