You will rarely find somebody who is running a website purely for altruistic purposes. The purpose of your website might not always be money but driving higher traffic for increased activity – for instance mailing subscriptions, lead conversions or even higher ad revenue- is definitely a goal. This is where copywriting or the art of pursuing comes in. You cannot sit back and assume that people know the real purpose of the website. You need to utilize the power of suggestion through a number of efforts, one of them being blog writing. Here are some copywriting techniques that can help you win higher conversions:
1. Headlines Are Important
It would not be wrong to say that the life and death of any landing page solely rests on its headline. Because your headline is your only chance to grab the attention of the reader, it needs to be informative, intriguing and catchy, all at the same time. For example, Cuddlynest tested two different headlines to grabs the attentions and it appears the 2nd variation works best for the website.
2. Action Specific
Readers are naïve and can easily be confused if you ask them to do too many things at the same time. It is important to keep the reader focused and hooked to the copy till the end. When copywriting, it is essential to stick to the information you want your visitor to focus on. For example, 3Leaps is trying to get the readers do one thing and that is getting in touch with them. Its action specific content and captivating headline are doing the trick.
3. Right Time, Right Message
On the web, if you ask for personal or professional information too early, people will start to ignore you even before you can persuade them. It is almost like somebody asking for your phone number, even before knowing your name. The call to action must come just at the right time, when you know that the audience is ready. Friendly.App does an excellent job by not asking visitors to download the app right away; rather they use the power of content to get the message across first and then ask them to download the app. It is a well-calculated action.
4. Sense Of Urgency
You must have hundred times seen infomercials that read, “Hurry act now!”, “Buy before it is too late!” and many more of such kinds. Have you ever wondered why you always find headings with a great sense of urgency? The simple reason is that they are very effective. But they need to be handled carefully to avoid overkill. For example, Eco.Com is using Call to Action texts that are encouraging people to take action right now.
5. Choose The Right Verbs
To get the results it is of utmost importance to use the right call to action verbs. Using any verb will not do the magic. “Submit”, “Sign-up”, and “click here” aren’t always very effective. The real problem is that all these verbs ask people to complete a task and not tell them what they will receive in the return. Preferred verbs should be “sign-up and get unlimited access for 45 days”. For example, Overflow.Io is using call to action texts that describe the function of the CTA button clearly, leaving no room for confusion.
6. Understand Your Audience
Most of the times the writing falls flat because the writers fail to understand and connect with their audience. Audience has an urge that they seek to gratify, so never let your audience know what they will get at the end of the copy.
7. Win The Trust Of The Audience
Presenting luring figures don’t help you win the trust of the audience. It is the real figures and numbers are more persuasive. The copy needs to be genuine and informative to gain trust. This is one problem that most companies face by posting information and testimonials that sound too good to be true.
It is best to write an effective copy rather than making an ordinary copy that is lost among the hundred others.
Conversion Rate Optimization – How To Decide What To Test
So, you have made some major changes in the content of your website to increase the conversion rate. Now, in the next stage, we need to what other things to test to increase the conversion rate of the website further –
Ok, the first step is to figure out what your key performance indicators are, which is basically just a posh way of saying “when a visitor arrives at your site, what you want them to do?”
The most obvious answers are:
- Buy something (complete a sale)
- Fill in a contact form (a lead)
- Request a call back (a lead)
- Sign up for email updates (mailing list)
Although of course if your website has a more complicated business model, or perhaps if your website is in fact a blog, your goals could be different and more varied.
It can sometimes make sense to group goals by page types too. This should all be reasonably obvious but writing it down is a good idea. So, for a traditional website, the goals might be:
- Fill in contact form
Click on link to services page
- Other key pages
- Fill in contact form
- Share post socially
- Click through to another post
Obviously, when a user arrives on a blog post, you will love it if they get in touch and ask for our services, but the main point of the blog isn’t to sell, it is to build an audience and also just to help people out – good karma if you will.
So, by understanding the goals of your main landing pages you can choose goals accordingly.
Choosing Which Pages To Test
The next step is to choose which pages to test. Eventually, you will want to test every page, but it doesn’t always make sense to test them all at once, and it may not even be possible.
Which pages you test first will depend on things like:
- How much traffic do you have?
- How does that traffic flow through your site?
- What are your most important goals?
For instance, you would probably want to optimize for leads generated by homepage before testing for social shares, because that is the metric that impacts our bottom line most directly.
Where In The Funnel?
Standard advice is to test further down the sales funnel. So, if you have an ecommerce site for instance you might choose to optimize for checkout completions because improving that metric will directly impact your sales…
Whereas testing your home page to optimize traffic flow to category and product pages may not directly increase sales.
Further down the funnel there is less traffic and conversion rates are generally lower. Or in other words:
“If you are only making 3 or 4 sales per week, running a test on your checkout (for completions) will take a long time”
Whereas your home page will be getting much more traffic and running a test to reduce bounce rate is likely to reach statistical significance much sooner.
And if you can reduce your home-page bounce rate, you will be filtering more traffic down your funnel, which makes those higher impact tests more feasible.
Testing Many Pages:
Of course, it is possible to test more than one page at a time. In fact, there are two ways to do this:
Such as by testing every product page at the same time. You will of course be testing for general layout changes or structural changes and in doing so you can aggregate the traffic through all of those pages (like this).
The other option is to run more than one test at a time. This could involve running a test on your home page, another on your about us page and another on your product pages.
This is certainly a viable strategy; it won’t speed up your tests (the time taken to reach significance) but it will of course mean that you can run more tests sooner.
You have to be careful though. Running two or more tests within the same conversion funnel can skew your results if you are not careful. To avoid problems, you have to consider whether changes on one-page affect user behavior on the next:
On an ecommerce site, you run a test on the home page testing promotional messages, including a “free shipping” promotion. You run a similar test on the product pages. Clearly, the effectiveness of a promotion on the product page could affect the effectiveness of another promotion on the home page, particularly if the two conflict.
As a rule of thumb, you should be ok if you ensure that simultaneous tests run further down the funnel only test layout, style and usability elements rather than changing the overall marketing message.
Which Elements To Test
Ok, so hopefully by now you have selected the page(s) to test and you know what your goals are for each page. Next you need to figure out what to test. We will cover this in more detail in another post, but some rules of thumb:
- You can test anything, but bigger changes produce bigger results
- You can test changing your marketing message (eg. Copy)
- You can test your usability (eg. Navigation, layout, etc)
- You can tweak and test random things (eg. Call to action colour)
Generally, your marketing message and navigation elements are going to produce the biggest results, so focus on those first.
Which things you test will depend on how your traffic is currently acting, so you will want to do some analysis using analytics, heat maps and click maps and perhaps try some session tracking – all of which have been covered thoroughly in those links!