Download as PDF, PPTX
Uploaded byWebanalisten .nl
Conversion Hotel 2014: Michael Aagaard (DK) keynote
The document outlines key strategies for writing effective copy that converts, based on six years of testing data. Essential steps include conducting research, hypothesizing, testing treatments, and focusing on minimizing friction to enhance conversion rates. It emphasizes the importance of clarity in messaging and testing various hypotheses to understand audience motivations and behaviors.
More Related Content
![[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...](https://cdn.slidesharecdn.com/ss_thumbnails/16elitecamp-yeoshacoren-strategicandtacticalimplementationandanalysistechniques-160708120812-thumbnail.jpg?width=640&height=640&fit=bounds)
![[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...](https://cdn.slidesharecdn.com/ss_thumbnails/04elitecamp-amyharrison-thescienceofscreenwritingforonlinemarketersandcopywriters-160708113938-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Conversion Hotel 2014: Michael Aagaard (DK) keynote
Conversion Hotel 2014: Michael Aagaard (DK) keynote
- 1. How to WriteCopy that Converts Actionable Insight From 6 Years of Testing CONVERSIONHOTEL @ContentVerve
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
- 13.
- 15.
- 16.
- 17.
- 18.
- 19.
- 20. @ContentVerve Control: Treatment: 2 months data & 490 downloads
- 21. @ContentVerve Control: Treatment: 2 months data & 490 downloads No Real Difference
- 22.
- 23. 1. Conduct Research2. Hypothesize 3. Create Treatment 4. Test Treatment 5. Analyze 5. Run Followup @ContentVerve Experiment
- 24. 30% increase inpurchases @ContentVerve Sta$s$cal(Confidence(Level(98% 3 full weeks (3 business cycles) 18035 visitors / 247 conversions
- 25. @ContentVerve Control: Treatment: 29.73% increase in purchases Sta$s$cal(Confidence(Level(98%
- 26. @ContentVerve Focus onOptimizing Decisions - Not Web Copy
- 27.
- 28.
- 29. @ContentVerve Variant A:Variant B:
- 30. @ContentVerve 31,54% increasein signups Sta$s$cal(Confidence(Level(99% Variant Conversion Rate Standard Error Relative Difference Confidence Level Test Duration Control 1.98 % 0 % Treatment 2.58 % 0 % +35.19% 99 % 14 days/2 cycles Sample: 10059 visitors / 226 sign-ups
- 31. @ContentVerve Make Sureyou Know Your Conversion Goals!
- 32. 1. Subject Line 2. Newsletter 3. Product Overview 4. Product Page 5. Basket 6. Checkout Step1 7. Checkout Step 2 8. Checkout Step 3 9. Payment 10. $$$ @ContentVerve
- 33.
- 34.
- 35. @ContentVerve Control: Treatment: 23.88% increase in open rate Sta$s$cal(Confidence(Level(95%
- 36.
- 37.
- 38. @ContentVerve Control: Treatment: 8,5% increase in CTR Sta$s$cal(Confidence(Level(95%
- 39. Stop Guessing -Start Hypothesizing @ContentVerve
- 40. A solid testhypothesis is an informed solution to a real problem - not an random guess. @ContentVerve
- 41. @ContentVerve 1. Thechange 2. How it will affect your prospects 3. The impact you expect to see
- 42. @ContentVerve By changing______ into, ______ I can get more prospects to ______ and thus increase _______.
- 43. @ContentVerve By adding______, I can get more prospects to ______ and thus increase _______.
- 44. @ContentVerve By removing______, I can get more prospects to ______ and thus increase _______.
- 45.
- 46. @ContentVerve By addinga privacy policy, I can reduce friction, get more prospects to give me their info, and thus increase sign-ups.
- 47. 100% privacy -we will never spam you! @ContentVerve Control: Treatment:
- 48. @ContentVerve Control: Treatment: 18,70%'drop'in'sign0ups Sta$s$cal(Confidence(Level(96%
- 49. @ContentVerve By removingthe word “spam” and adding a guarantee, I can reduce friction, get more prospects to give me their information, and thus increase sign-ups.
- 50. @ContentVerve Control: Treatment: We guarantee 100% privacy. Your information will not be shared
- 51. @ContentVerve Control: Treatment: 19.47% increase in sign-ups Sta$s$cal(Confidence(Level(96%
- 52. @ContentVerve By removingthe guarantee, and adding the word “spam” I can increase friction, get less prospects to give me their information, and thus decrease sign-ups.
- 53.
- 54. @ContentVerve 24%'drop'in'downloads Sta$s$cal(Confidence(Level(99% 1 month of data / 349 conversions
- 55. Think in Termsof Adjusting Friction @ContentVerve
- 56. @ContentVerve Motivation -Friction = Conversion
- 57. @ContentVerve Motivation -Friction = Conversion
- 58. @ContentVerve Motivation -Friction = Conversion
- 59. Motivation + theRight Amount of Friction @ContentVerve = Conversion
- 60.
- 61. Subject line: Meetyour new favorite jeans. They’re all $49.90! @ContentVerve
- 62.
- 63.
- 64.
- 65.
- 66.
- 67. @ContentVerve Variant A:Variant B:
- 68. @ContentVerve Variant B: 14.79%'increase'in'conversion The(treatment(with(“Get”(increased( conversions(by(14.79% Variant Conversion Rate Realitive Difference Confidence Level Test Period Control 3.54 % Treatment 4.06 % +14.79% 95 % 30 days Sample: 14230 unique visits / 541 conversions
- 69. YOU WORK OUTSMARTER AT FITNESS WORLD @ContentVerve Control: Treatment: GROUP TRAINING & FITNESS AT YOUR LOCAL GYM
- 70. YOU WORK OUTSMARTER AT FITNESS WORLD @ContentVerve Control: Treatment: GROUP TRAINING & FITNESS AT YOUR LOCAL GYM
- 71. YOU WORK OUTSMARTER AT FITNESS WORLD @ContentVerve Control: Treatment: GROUP TRAINING & FITNESS AT YOUR LOCAL GYM 38.46% increase in memberships sold During(the(campaign,(the(treatment(sold(38.46%( more(gym(memberships
- 72. @ContentVerve Control: Treatment: 29.73% increase in purchases Sta$s$cal(Confidence(Level(98%
- 73. @ContentVerve Control: Treatment: 18,70%'drop'in'sign0ups Sta$s$cal(Confidence(Level(96%
- 74.
- 75.
- 76.
- 77.
- 78.
- 79.
- 80.
- 81.
- 82. @ContentVerve Clarity Trumps Persuasion. Flint McGlaughlin - MECLABS
- 83.
- 84.
- 85. YOU WORK OUTSMARTER AT FITNESS WORLD @ContentVerve Control: Treatment: GROUP TRAINING & FITNESS AT YOUR LOCAL GYM 38.46% increase in memberships sold During(the(campaign,(the(treatment(sold(38.46%( more(gym(memberships
- 86.
- 87.
- 88. Control (with steps):Treatment (no steps): 12.5%'drop'in'comple<on'rate Sta$s$cal(Confidence(Level(99% 1 month’s data / 500+ conversions @ContentVerve
- 89.
- 90. Let the DataTell You What to Test @ContentVerve
- 91. @ContentVerve Test YourHypotheses Via Multiple Channels
- 92. @ContentVerve Test MessagingOnline Before You Spend Tons of Money on Offline Campaigns
- 93. @ContentVerve Steal FromYour Target Audience
- 94. Focus on Mission-CriticalElements @ContentVerve
- 95. A Dead SimpleTechnique for Coming @ContentVerve Up With Solid Hypotheses
- 96. @ContentVerve 1. Who? 2. Why? 3. What? 4. How?
- 97. @ContentVerve 1. Who? Who is visiting my landing page?
- 98. @ContentVerve 2. Why? Why are they visiting my landing page/website? Why would they want want I’m offering them? Why would they say yes? Why would they say no?
- 99. @ContentVerve 3. What? What do my prospects need to know in order to say yes? What should I focus on in order to convey the value of my? What should I focus on in order to overcome the main reasons that they would say no? What ‘s going to happen after they say yes? What is this page missing / what should I add? What should I remove from this page?
- 100. @ContentVerve 4. How? How should I optimize this page (step) in order to get more prospects to say yes?
- 101. @ContentVerve Thanks forlistening! Thanks for listening! CONVERSIONHOTEL Read My Blog: ContentVerve.com Keep in touch: michael@contentverve.com twitter.com/ContentVerve michael@contentverve.com facebook.com/ContentVerve Twitter.com/ContentVerve Facebook.com/ContentVerve