You spend weeks building and designing the perfect landing page.
It’s going to drive an insane amount of sales.
You press the publish button and it goes live.
However, it does nothing…
The conversion rate stinks!
Many entrepreneurs don’t realize the importance their sales copy has on conversions.
If anything, it makes THE biggest impact on conversion rates.
That’s why learning conversion copywriting 101 is a high return skill all marketers need.
It will give you the knowledge to write copy that enhances click-throughs, engagement, and action.
All of which turn into sales. 🙂
Want to learn how?
What is conversion copywriting?
First of all, what is conversion copywriting, anyway?
It’s the ability to write sales copy that has a focus on increasing conversion rates.
And, a conversion rate is the number of customers who take a desired action.
This can be anything from purchasing a product to signing up for an email newsletter.
It’s calculated as such:
You divide the number of customers by total users and multiply the result by 100.
If you have 1,000 users and 50 customers in a single period, that’s a 5% conversion rate.
Keep in mind that the average website conversion rate is approximately 2.35%.
Mastering how to increase conversions with copywriting is a superpower.
You will be able to quickly identify weak points in existing material and produce high ROI copy from scratch.
I’ll share the strategies to do that next.
Conversion copywriting guide
I gave you the steak and now I’m going to give you the sizzle.
These are the fundamental principles that will help you become an excellent conversion copywriter:
It all begins with the headline
What’s the first thing that readers lay their eyes on?
If it’s good = people click.
If it’s bad = people don’t click.
And, if nobody clicks through, that means no conversions. 🙁
Try out the below headline strategies to boost conversions.
Make it benefit-driven
As you’ll be learning later, the benefit of a product is one of the most key pieces of information you relay as a writer.
Because people don’t buy products.
They buy emotions.
After all, a product will create certain emotions and experiences for the customer.
That’s what they want to read about.
Thus why a benefit-driven headline is so powerful.
Check out this ad for SendGrid:
The headline reads “Email delivery service that gets to the inbox in 2.6 seconds.”
It’s very specific and has a precise claim.
A.K.A if someone uses their services, emails will be sent faster and delivered more often.
Brainstorm what the main benefits of the product you’re selling are and include that in the headline.
Here’s another great example from the SEO software company Nightwatch:
The benefit of the headline is being able to analyze a company’s SEO at scale.
The subheading claims its the most advanced SEO performance tracker and analytics tool, as well.
Create a sense of mystery
Sometimes leaving out a little detail is a good thing.
It piques readers interest.
It gets them wondering.
This can also create a FOMO effect. (Fear of missing out.)
It puts a fire under their butt to read or else they will miss out on an awesome opportunity.
You have to do this tastefully, though.
There’s a fine line between a title that oozes mystery and suspense and one that plain sucks.
Here’s a good illustration from a condominium ad:
“Come See What Can Be” is a call to action and also has a hint of ambiguity.
It isn’t very descriptive, allowing the reader to imagine what condos are available, their quality, lifestyle, etc.
Address a problem the reader is experiencing
Customers buy and for one reason only.
Do you know what it is?
To solve a problem.
Think about it…
Whether it’s a new t-shirt or business services, the customer is paying to solve an under-the-surface problem.
Addressing (and resolving) a problem within the headline will get customers excited to learn more for this reason.
Netflix used this strategy in one of their promotions.
They offered “All of Netflix. Free for 30 days.”
Short and sweet.
It’s also completely benefit-oriented.
The customer receives all of Netflix’s features free for 30 days.
It doesn’t get better than that.
One page, one purpose
Sometimes less is more.
This is especially the case with landing pages.
A landing page is a section of a website designed to collect information or promote a single action.
That means that every landing page should have one purpose.
Don’t make it complicated.
Don’t make it busy.
Have you ever noticed that some of the best sales letters are long, ugly, and plain?
It’s because they convert like crazy and have no distractions besides the main offer.
Here’s how to apply this principle:
The more options you give readers, the less likely they are to convert.
It’s easy to see why.
You’re increasing the odds they become confused or don’t convert on the main goal.
Alternatively, web of a landing page and they can only do one thing.
In particular, this begins with the navigation and footer.
If you want them to remain on the most important pages, it has to be tightened up.
Crazy Egg does this wonderfully.
There are two login buttons on the top with a call to action form and live chat when you land on the homepage.
This limits what a user is able to do, thus pushing them towards the highest return action.
Apply this same concept to the footer.
It’s wise to keep policy and terms of service pages, however.
Have one offer
Every page should have a single offer.
Once again, you don’t want to confuse readers or have them going on a wild goose chase.
I’ll give you a personal example.
Originally my homepage was very busy.
I had copy about my services, press, philanthropy, and more.
It was all over the place.
My theory was that it would cater to as many people as possible.
Until I practically chopped it in half.
Now it looks like this:
There’s the main call to action, social proof, results, and a second CTA.
Most users will either learn more about me, schedule a free consultation, or consume free resources I publish.
Who are you writing for?
If you really want to see conversions jump through the roof, you NEED to have a clear understanding of who you’re writing for.
This is because every segment of customers is wildly unique.
Their demographics, psychographics, and other traits are all different.
Writing copy for one customer base will not perform the same for another.
This is what separates the boys from the men in writing.
If you develop thorough processes for researching customers and produce material just for them, you have a lot of money ahead of you.
These are three of the most important traits you need to know about any customer:
- What are their pain points?
- How do they speak?
- What do they value and care about?
Unlocking these allows you to craft the most impactful writing.
And, you’re probably wondering “How can I do that?”
I suggest that study competitor reviews and testimonials to begin.
These give you insight into all three questions above.
Look at these from a marketing agency:
Analyze reviews and testimonials for patterns and ideas.
What problems did the customers have?
What did they enjoy about the service?
Why did they choose the service provider?
Dig deep. Pretend you’re a detective.
Do this to several competitors to discover trends.
Organize this information in a document to reference while you’re writing.
Match ads to landing pages
If you clicked an ad for a free e-book and it directed you to a paid sales page, you’d feel cheated, right?
Precisely why you shouldn’t do that to customers.
Not matching ads to landing pages is an extremely common mistake.
It’s also very costly.
This is avoided by simply aligning the copy and creatives of an ad (or another channel) to the page users land on.
See this ad on Google?
It brings me to this page when I click it:
The Google ad promises a day trading guide and the landing page offers free training.
If I wanted to nitpick, “Guide” could have been “Masterclass” or “Webinar” to make it as accurate as possible but it’s great nonetheless.
Purchasing is mostly emotional
As I mentioned before, one of the most critical takeaways to remember is that consumers don’t buy products…
…They buy emotions.
…They buy experiences.
Thus, sales copy needs to establish an emotional connection to make the largest impact.
How do you do this? By applying these three practices:
Incite imagination with vivid deal
David Ogilvy, one of the world’s best advertisers, was extremely efficient at making the reader use their imagination.
He could make any person touch, taste, and hear a product without ever having it in their hands.
By using so much detail that you can’t help but vividly imagine using it.
Conversion copywriters apply these methodologies by explaining every product feature with as much detail as humanly possible.
Don’t leave out anything about colors, size, dimensions, materials, or likewise.
Moreover, explain the feelings you get interacting with these components.
What does it smell like? Feel like? What would they see and hear?
Make connections. Analogies. Metaphors.
This is an ad for Schweppes that encompasses these ideas:
The headline reads “You can see the lemon in Schweppes Bitter Lemon. That’s because Schweppes uses whole, fresh lemons. Juice, pulp, peel, everything.”
This instantly paints a picture in your mind of what the drink looks and tastes like.
Not only do emotions cause someone to buy something, but a simple problem does, too.
For instance, why would some buy a website? Because they don’t have one nor the skills to create one themselves.
Why would someone buy a new television? Because the old one was getting slow and fuzzy.
See what I mean?
Address the problem that the reader is experiencing to get their attention and create an emotional response.
Dig deep, too.
Touch on the symptoms and situations the problem is causing for them.
Then, position your offer as a solution. 🙂
How will it change their life?
A guaranteed way to get customers excited about a product is by explaining how their life will be better after.
This could be through increased income, confidence, or health.
Your individual product or service will determine the exact gain, but make it be well known.
Experiment like a scientist
A huge component of conversion copywriting is split testing.
I’m talking about testing headlines, calls to action, and everything down to single words.
All of these can massively increase conversions and that means more money in your pocket.
There are many instances in which a simple tweak to a sentence or button makes conversions jump.
Here are some elements of copy and related material that should be experimented with:
- Calls to action
- Unique value propositions
- Product features and benefits
- Format and structure
- Images and visuals
- Font size
- Landing pages
Wrapping up conversion copywriting
Conversions come with hard work.
Naturally, that implies you must know how to write excellent copy.
You’d have a blank page without it.
If your conversions won’t budge, start with the headline.
Is it exciting? Does it make reading the rest of the copy enticing?
Then, ensure that every landing page (or any material) focuses on a single purpose.
Having many different calls to action and offers makes it confusing.
All of the copy also needs to be tailored to one audience. Not everybody.
The ad or other channels used to drive traffic also need to keep their promise.
Don’t say one thing and deliver another.
Finally, put on your chef hat and do some experimenting.
Split test titles, CTAs’ visuals, and other elements.
What are you waiting around for? Use what you learned today and boost conversions! 📈