Strengthen your copy in 35 minutes: Proven strategies to boost the effectiveness of your words
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Transcript of Strengthen your copy in 35 minutes: Proven strategies to boost the effectiveness of your words
#WebClinic
Today’s speakers
Austin McCrawSenior Director, Content Production,MECLABS Institute
Kylie HyerCurriculum DesignManager,MECLABS Institute
How Copy Relates to Thought Sequences and Story
People’s thoughts arrange themselves into a story. Therefore, understanding your customer’s thought sequence comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to story.
Exposition
Climax
Resolution
Beginning (The Setup) Middle (The Confrontation) End (The Resolve)ACT 1 ACT 2 ACT 3
Climax
Rising Act.
Resolution
Falling Act.
Exposition
SUB STORY
In today’s clinic, we will discuss five discoveries that will help you strengthen your copy.
Today’s Focus
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
Lead With Value
Though the term “Dedicated Servers” was used several times in the existing copy, none of the instances detailed the value of the product.
This new version utilizes copy that detailed the credibility and exclusivity of the product being offered.
From this
To this
188%Conversion
Lead With Value
To this
From this
The original headline asks customers to complete a difficult form without first orienting them or giving them a compelling reason to do so.
The new headline better emphasizes what customers “get” for signing up.
Conversion103%
Lead With Value
SUBJECT: Get the NEW [Name] for 50% off
SUBJECT: Save 50% on your choice of two new subscription options
FROM THIS TO THIS
Design Open Rate Relative Change
Get the NEW [Name] for 50% off 15.9% --
Save 50% on your choice of two new subscription options
21.1% 32.7%
Increase in Open Rate33%
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
Experiment IDs: [Protected]Record Location: MECLABS Research LibraryTest Protocol Number: TP1700
Background: An organization that offers a single car repair product for a specific problem.
Goal: To increase overall product sales.
Research Question: Which page copy will generate the highest sales conversion rate?
Test Design: A/B multi-factorial test
Experiment: Background
Experiment: Control
Headline: [Company name] Repairs [Problem] In Just One Hour
Customer Problem Questions:
Does my car have a blown head gasket?
How do I know it is blown?
What are the consequences of a blown head gasket?
Experiment: Treatment
Headline: [Company name] Repairs [Problem] In Just One Hour
Customer Problem Questions:
Does my car have a blown head gasket?
How do I know it is blown?
What are the consequences of a blown head gasket?
Headline: Does your car have a blown head gasket?
Does my car have a blown head gasket
How do I know it is blown?
What are the consequences of a blown head gasket?
Experiment: Treatment
Headline: Steel Seal Repairs Broken Head Gaskets In Just One Hour
Customer Problem Questions:
Does my car have a blown head gasket?
How do I know it is blown?
What are the consequences of a blown head gasket?
Experiment: Treatment
Design Conversion Rate Relative Difference
Version A 1.33% -
Version B 1.81% 36.1%
Relative Increase in Sales36%The new page copy increased product sales by 36.1%.
Experiment: Results
! What you need to understand:By significantly escalating the problem, the Treatment page generated a 36% relative increase in product sales.
#WebClinic
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
3. Clarity trumps persuasion.
#WebClinic
Experiment: Control
• The headline is company-centric and doesn’t clearly state the value of the product.
• The copy fails to note specific points of value.
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Experiment: Treatment
• The new headline and sub-headline clearly describe exactly what customers get.
• Bullets are used to emphasize the valuable features of the service in an easy-to-read format.
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Design Conversion Rate
Control 1.00%
Treatment 2.03%
% Relative Change: 103%
Relative Increase in Free Trials103%By implementing more effective copy that clearly presents the value proposition, the Treatment outperformed the Control by 103%.
Experiment: Results
#WebClinic
Clarity Trumps PersuasionFrom this
The original headline utilizes a creative ask, but lacks specificity about the actual product.
This revised headline clearly describes exactly what is being offered.
To this
330%Conversion
#WebClinic
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
3. Clarity trumps persuasion.
4. Be ruthlessly unsentimental with your copy.
#WebClinic27
Background: A company offering professional financial advice to investors and consumers.
Goal: To increase marketable email captures in the subscription process.
Research Question: Which page will have the highest email capture rate?
Test Design: A/B multi-factorial split test
Company: (Protected)Record Location: MECLABS Research LibraryExperiment ID: TP2011
Experiment: Background
Experiment: Treatments
16.52% 19.95% 23.14% 25.40%
Conversion increases as page-length decreases
Control T1 T2 T3
54%Increase In Conversion
Copy Length
The original form is long and doesn’t call out specific points of value.
The new form is significantly shorter and focuses only on the key points of value.
Not this But this
43%Increase In Conversion
Copy Length
Not this But this
138%Increase In Conversion
The original form is long and doesn’t call out specific points of value.
The new form is significantly shorter and focuses only on the key points of value.
When does long copy outperform short copy?
Copy Length
• Average short-form page template with a rotating banner.
• Call-to-action is on the right hand side and “above the fold.”
Control
Design Conversion Rate Relative Difference
Control 0.78% -
Treatment 2.48% 220%
Increase in Total Conversions220%The new page copy length increased total conversions by 220%.
! What you need to understand:By increasing the amount of information presented on the page, the Treatment page generated a 220% relative increase in conversion.
Copy Length
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
3. Clarity trumps persuasion.
4. Be ruthlessly unsentimental with your copy.
5. Asks must align with expectations.
Does my copy immediately arrest the attention of the prospect?
Am I sufficiently building the problem before presenting the solution?
Does my copy clearly express the value of my offer?
Am I using the proper amount of copy relative the magnitude of my ask?
Does my call-to-action align with the expectations of my prospect?
Checklist: Strengthen your copy