Conversion Hotel 2014: Michael Aagaard (DK) keynote

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How to Write Copy that Converts

Actionable Insight From 6 Years of Testing

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2 months data & 490 downloads

Control: Treatment:

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2 months data & 490 downloads

Control: Treatment:

No Real Difference

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STUPID!!!

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1. Conduct Research 2. Hypothesize 3. Create Treatment

4. Test Treatment 5. Analyze 5. Run Followup Experiment

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30% increase in purchasesSta$s$cal(Confidence(Level(98%

3 full weeks (3 business cycles)

18035 visitors / 247 conversions

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Control: Treatment:

29.73% increase in purchasesSta$s$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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Sample: 10059 visitors / 226 sign-ups

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

31,54% increase in signupsSta$s$cal(Confidence(Level(99%

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Make Sure you Know Your Conversion Goals!

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 rateSta$s$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 CTRSta$s$cal(Confidence(Level(95%

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Stop Guessing - Start Hypothesizing

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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.

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100% privacy - we will never spam you!

Control: Treatment:

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18,70%'drop'in'sign0upsSta$s$cal(Confidence(Level(96%

Control: Treatment:

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

Control: Treatment:

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19.47% increase in sign-upsSta$s$cal(Confidence(Level(96%

Control: Treatment:

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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'downloadsSta$s$cal(Confidence(Level(99%

1 month of data / 349 conversions

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Think in Terms of Adjusting Friction

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Motivation - Friction = Conversion

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Motivation + the Right Amount of Friction = Conversion

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

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Variant A: Variant B:

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Sample: 14230 unique visits / 541 conversions

Variant B:

14.79%'increase'in'conversionThe(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

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YOU WORK OUT SMARTER AT

FITNESS WORLD

Control:

GROUP TRAINING & FITNESS

AT YOUR LOCAL GYM

Treatment:

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FITNESS WORLD

Control:


AT YOUR LOCAL GYM

Treatment:

38.46% increase in memberships soldDuring(the(campaign,(the(treatment(sold(38.46%(more(gym(memberships

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Control: Treatment:

29.73% increase in purchasesSta$s$cal(Confidence(Level(98%

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18,70%'drop'in'sign0upsSta$s$cal(Confidence(Level(96%

Control: Treatment:

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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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FITNESS WORLD

Control:


AT YOUR LOCAL GYM

Treatment:

38.46% increase in memberships soldDuring(the(campaign,(the(treatment(sold(38.46%(more(gym(memberships

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12.5%'drop'in'comple<on'rateSta$s$cal(Confidence(Level(99%

Control (with steps): Treatment (no steps):

1 month’s data / 500+ conversions

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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

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Focus on Mission-Critical Elements

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A Dead Simple Technique for Coming 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!

Keep in touch:

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Twitter.com/ContentVerve

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Read My Blog:

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CONVERSIONHOTEL

Thanks for listening!

[email protected]

twitter.com/ContentVerve

facebook.com/ContentVerve

Conversion Hotel 2014: Michael Aagaard (DK) keynote

Marketing

Transcript of Conversion Hotel 2014: Michael Aagaard (DK) keynote