Michael Aagaard, well known conversionblogger at contentverve.com. Slides from his friday keynote at Conversion Hotel 2014 #CH2014 #enjoy

1. How to Write Copy that Converts
Actionable Insight From 6 Years of Testing
CONVERSIONHOTEL
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Control: Treatment:
2 months data & 490 downloads

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Control: Treatment:
2 months data & 490 downloads
No Real Difference

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STUPID!!!

23. 1. Conduct Research 2. Hypothesize 3. Create Treatment
4. Test Treatment 5. Analyze 5. Run Followup
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Experiment

24. 30% increase in purchases
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Sta$s$cal(Confidence(Level(98%
3 full weeks (3 business cycles)
18035 visitors / 247 conversions

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Control: Treatment:
29.73% increase in purchases
Sta$s$cal(Confidence(Level(98%

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Focus on Optimizing Decisions
- Not Web Copy

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Variant A: Variant B:

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31,54% increase in 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

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Make Sure you 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.
$$$
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Control:

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Control:
Treatment:

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Control:
Treatment:
23.88% increase in open rate
Sta$s$cal(Confidence(Level(95%

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Control:

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Control:
Treatment:

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Control:
Treatment:
8,5% increase in CTR
Sta$s$cal(Confidence(Level(95%

39. Stop Guessing - Start Hypothesizing
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40. A solid test hypothesis is an informed solution
to a real problem - not an random guess.
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1. The change
2. How it will affect your prospects
3. The impact you expect to see

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By changing ______ into, ______ I can get more
prospects to ______ and thus increase _______.

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By adding ______, I can get more prospects to
______ and thus increase _______.

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By removing ______, I can get more prospects to
______ and thus increase _______.

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By adding a 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!
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Control: Treatment:

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Control: Treatment:
18,70%'drop'in'sign0ups
Sta$s$cal(Confidence(Level(96%

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By removing the word “spam” and adding a guarantee, I
can reduce friction, get more prospects to give me their
information, and thus increase sign-ups.

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Control: Treatment:
We guarantee 100% privacy. Your
information will not be shared

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Control: Treatment:
19.47% increase in sign-ups
Sta$s$cal(Confidence(Level(96%

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By removing the guarantee, and adding the word “spam” I can
increase friction, get less prospects to give me their information,
and thus decrease sign-ups.

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24%'drop'in'downloads
Sta$s$cal(Confidence(Level(99%
1 month of data / 349 conversions

55. Think in Terms of Adjusting Friction
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Motivation - Friction = Conversion

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Motivation - Friction = Conversion

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Motivation - Friction = Conversion

59. Motivation + the Right Amount of Friction
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= Conversion

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61. Subject line: Meet your new favorite jeans. They’re all $49.90!
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Variant A: Variant B:

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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 OUT SMARTER AT
FITNESS WORLD
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Control:
Treatment:
GROUP TRAINING & FITNESS
AT YOUR LOCAL GYM

70. YOU WORK OUT SMARTER AT
FITNESS WORLD
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Control:
Treatment:
GROUP TRAINING & FITNESS
AT YOUR LOCAL GYM

71. YOU WORK OUT SMARTER 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

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Control: Treatment:
29.73% increase in purchases
Sta$s$cal(Confidence(Level(98%

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Control: Treatment:
18,70%'drop'in'sign0ups
Sta$s$cal(Confidence(Level(96%

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In-field

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Left-aligned

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Top-aligned

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Right-aligned

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WINNER

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Control: Treatment:
LOSER

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Increase Clarity

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Clarity Trumps
Persuasion.
Flint McGlaughlin - MECLABS

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85. YOU WORK OUT SMARTER 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

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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
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90. Let the Data Tell You What to Test
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Test Your Hypotheses Via
Multiple Channels

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Test Messaging Online Before
You Spend Tons of Money on
Offline Campaigns

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Steal From Your Target Audience

94. Focus on Mission-Critical Elements
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95. A Dead Simple Technique for Coming
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Up With Solid Hypotheses

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1. Who?
2. Why?
3. What?
4. How?

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1. Who?
Who is visiting my landing page?

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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?

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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?

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4. How?
How should I optimize this page (step) in order to get
more prospects to say yes?

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Thanks for listening!
Thanks for listening!
CONVERSIONHOTEL
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