How small copywriting changes can lead to big increases in conversions. It’s easy to overlook the value of copywriting in web design as there are so many other factors to take into account, many of which have a more obvious impact on the user experience. But as a writer I’m obviously keen to highlight the impact that good copywriting can have on conversions and revenue. As such I’ve rounded up several case studies which show that even small tweaks to copywriting can have a big impact on conversions, particularly on calls-to-action. For more information on this topic, read our blog post on 11 useful examples of copywriting for product recommendations or book yourself onto our online copywriting training course... Schuh increased basket adds by 17% In the example that initially inspired this post, Schuh found that altering its product page CTA from ‘Buy now’ to ‘Add to bag’ led to a 17% increase in adds.
Schuh’s deputy head of ecommerce Stuart Mcmillan said: Two words in a subject line cause 23% boost in open rates The two variations included in the A/B test were: The #1 Conversion Killer in Your Copy (And How to Beat It)
The Dark Side of Adjectives. Want your content to go viral , or at least get shared ? Then don’t overdo the adjectives. That’s one of the interesting findings Dan Zarrella shares in his book, Zarrella’s Hierarchy of Contagiousness . Zarrella analyzed a group of stories and posts from a variety of sources – news outlets, blogs, etc. – and compared how often they.were shared via social sites. He found that the complexity of language in the content was inversely correlated with the number of shares. The simpler the writing style, the more likely it was to be passed on. Zarrella then dug a little deeper, and found that the least shared content had the highest use of adverbs and adjectives. This isn’t totally surprising. Adjectives do have their place – judicious use of vivid modifiers can make products more appealing.
The Neuromarketing takeaway is simple. Simple copy is shareable copy! Related posts: Harvard Lesson: Verbs Beat Adjectives The Dark Side of Anecdotes Zarrella’s Hierarchy of Contagiousness Adjective Power. The 8 Questions That Create Perfect Landing Page Copy. Since you’re reading this post, I think it’s safe to assume that you’ve taken a crack or two at writing landing page copy. It’s probably also safe to assume that you’ve come to the realization that writing highly effective landing page copy can be quite a daunting task. If I’m right, then you’re in luck! These 8 simple questions will kick start your writing and guide you through the process of crafting high impact landing page copy that converts. The questions are divided into two groups: 4 you should ask yourself before you start writing your first draft, and 4 you should ask yourself after you’ve written your first draft. But let’s kick things off with a case study! Case Study: Saxo Bank PPC Landing Page You can skip straight to the questions if you prefer.
Client: Denmark-based online investment bank Saxo Bank. Product: An award-wining online currency-trading platform sold via their sister site Forextrading.com. Optimization Goals: 1. 1. Confusion is one of the great conversion killers. 2. 8 Habits Of Conversion-Focused Copywriters. Most people write copy by following their instincts, listening to advice and soaking up conventional wisdom. But this will only get you so far. To get the best results you must test ideas, both conventional and unconventional, and see what works. In this article, you will learn the one word that makes headlines convert, why you should go beyond your comfort zone, and other habits practiced by conversion-focused copywriters. 1.
Long before the Web, marketers already had a pretty slick system for measuring response rates. On the Web, things are more complicated. Think about when your audience will be ready to act, and whether you have done enough persuading by then. Highrise holds off on its call to action until you’ve read the copy Sometimes an early call to action works best, especially when readers are already primed to act and when the cost of acting is minimal. 2. You can write copy that’s clever or copy that sells, but rarely both at once. Before After 3. 2A: Suggestion Number One 4. 5.