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15 Conversion Copywriting Tips to Boost Your Revenue

11 August ~ 11 min read 496 views
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Claspo Blog 15 Conversion Copywriting Tips to Boost Your Revenue

Content is a great strategy for attracting leads to your product. Indeed, it remains one of the most effective ways to distribute and promote your content and keep in touch with your customers and prospects. At the same time your landing page, website blog content or email letters which should be an integral part of any content marketing strategy still need to convert your readers and turn them into customers! Why might you experience a low conversion rate and how to create a conversion copywriting?  Discover all our tips for writing attractive and selling conversion copywriting. And if you follow our advice, you will see that your conversion rate will increase very quickly!

What is Conversion Copywriting?

Conversion copywriting is content on web pages to entice potential buyers to take an action, such as filling out a lead capture form or buying a product. There are no magic words and just a few principles that create great copy that converts. Of course, literacy and style are important copywriter skills. At the same time, the main task is to convince users to make a decision and take a targeted action (fill out an application form, for example). The key principle of copy that converts is balance of creativity and analytics. Conversion copywriting is not just beautiful words, but the impact on the minds of potential customers. As a result - for conversion and sales. 

So the first, most important, obligatory and indispensable thing in conversion copywriting is to put yourself in the place of the reader. What do you want to know about the product, service, promotion, offer? Copywriters should fix their own information needs and create a text structure based on them, unobtrusively offer call-to-action buttons. Don’t forget about the tone of voice – the style of addressing the target audience. At the same time, you should follow simple and effective steps of conversion rate optimization.

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5 Conversion Copywriting Tips for Your Texts on Landing Page

1. Get Information

The more you know about the consumer (how he behaves on the site, what obstacles encounters, what objections, pains and goals he has), the more effective you can convert and copy.

Where to look for information:

  • Focus group testing;
  • Online surveys;
  • Reviews on the site;
  • Forums, social networks;
  • Information from technical support and sales department. Finally, you can chat with several clients yourself;
  • Over time, you will develop an intuitive understanding of how people behave on the website and what motivates them to make decisions.

2. Work with hypotheses, not guesswork

As part of the conversion path, it is important to offer users solutions to their real problems, and not some general advice. Formulate hypotheses while creating conversion copywriting. They will help to understand and evaluate how the ideas have an impact on the decisions and actions of users.

Four steps to form a working hypothesis:

  • Define goals;
  • State the problem;
  • Find a solution;
  • Determine what you expect from this decision.

3. Create a "slippery slope"

Joseph Sugarman, a legendary copywriter who started a mail-order business, JS&A Group, introduced the phrase "slippery slope" in one of his books. This strategy consists of organizing the phrases of an advertisement in such a way as to guide customers towards a purchase.

You can achieve this on your own landing pages by making sure the text is organized in a logical way first. Such conversion copywriting usually looks like this:

  • A catchy headline that grabs the reader's attention;
  • An introduction to the offer, its attributes and benefits;
  • Price and justification of the investment;
  • Testimonials that serve as proof;
  • Answers to questions and objections customers may have;
  • Call to action to acquire the product;
  • Observe how order flows naturally. For this reason, the "slippery slope" is created using short, flashy phrases. This makes the text easier to read.

4. Ask questions that require users to answer with a "yes"

The more you can get a potential consumer to think “yes” to your landing page, the better your chances of them saying “yes” at the time of purchase. How is this accomplished with conversion copywriting? By asking the questions they would ask themselves.

These questions should not be very complex. In fact, the simpler the better. For this, you need to have a broad idea of the interests, feelings and values of your customers. Use this strategy to ask questions that you're sure will be answered "yes," and that bring your landing page closer to what your customer has in mind.

5. Use "urgency" to attract action faster

Think about it from the customer's perspective. They see that there is only a certain amount of time to take advantage of the offer. Your conversion copywriting must motivate them to take action. 

The sense of urgency can be created in several ways and one of them is to frame the offer with the message “for a limited time”. Customers will be more motivated to buy because they feel like they're missing out on a great opportunity.

5 Conversion Copywriting Tips for Your Blog

1. Write the outline of the article

A good article structure will allow you to prioritize your information. Organize your plan into several parts to make reading the text more digestible with descriptive subheadings at each section of conversion copywriting.

At a glance, your reader must be able to understand what the article will be about and what information he will find there.

2. Build a story to sympathize with your audience

Everyone loves a good story. This is the reason why many website blogs have their customer stories. In any case, you must have the authorization of these people before using their comments or feedback and their image.

Another way to build a story can be achieved by telling a personal story of how you once were in the shoes of this potential buyer.

3. Write an engaging introduction

If your intro doesn't immediately captivate your visitors, they'll leave your blog page for sure!

The introduction of the copy that converts should arouse interest while recalling the problem of your target client. Start with a shock sentence, add numbers... In short, make it attractive!

4. Putting emotion into your writing

The best way to convert and copy the blog post is to put emotion into it! Moreover, it is always emotions that dictate purchasing decisions and that is why they are a powerful marketing lever. Tell stories or personal anecdotes, integrate storytelling into your texts.

On the other hand, avoid pure marketing at all costs! Of course, the primary purpose of conversion copywriting is to sell, but stay natural and give to receive (advice, tips, etc.). You will convert many more target prospects and your readers will have more confidence in you!

5. Take care of the formatting

The formatting of your article is just as important as its editorial quality. To make your conversion copywriting enjoyable to read, here are some best practices: 

Don't overlook the power of visuals in your content strategy. Your main image is the one that appears on social networks. It highlights your article and encourages clicks.

Choose it with relevance, quality, and respect the right to intellectual property!

Avoid indigestible cobblestones and air your writing with titles and subtitles.

Liven up your content with short paragraphs, bulleted lists, and bold for important information.

5 Conversion Copywriting Tips for Your Letters

According to Statista, email usage is predicted to grow by 2 to 3% each year from 2018 to 2023. So, emailing remains one of the favorite conversion tools of marketers. Here are some very useful techniques for writing attractive and effective emails for your conversion rate optimization.

1. Write for your target

To interest your audience you must adapt your conversion copywriting to their areas of interest and differentiate yourself in the form and content of your writing.

You should also address him and not talk about yourself. The use of the second person, whether "you" or "you" is essential for your recipient to feel important.

2. Add photos, videos and news

It is important to write texts optimized for emailing, but images should not be neglected either because 65% of users prefer emails containing mostly images. Emails containing 3 visuals or less as well as twenty lines of conversion copywriting would be those with the highest click-through rate. The same with video: 64% of Internet users are more likely to buy online after watching a video. Embedding a video in an email can lead to a 200-300% increase in click-through rate.

Advice: never integrate a video directly into an email (this format is much too heavy). Choose a still image with a play icon, containing a link to a video.

Also pay attention to FOMO (Fear Of Missing Out, in English) – the fear of missing out on important news or events.

By adding a sense of urgency or scarcity to your conversion copywriting, you can use FOMO as leverage to get more opens and clicks. Email subject lines that create a sense of urgency have a 22% higher open rate.

3. Limit the obstacles to taking action

Go straight to the point while writing a message long enough for the reader to have enough indications of your intentions. Rewrite your message until it feels catchy. Your goal is to write a text that encourages your recipient to follow the path you have traced for him. To achieve this, you must know your target perfectly and put yourself in their shoes.

Identify the points in your conversion copywriting that could make it flee and rework them until all the elements that could block a conversion disappear from your text.

4. Use a logical structure

For a conversion copywriting to be successful, it must be based on a structure that provides a clear answer to the reader.

We mentioned earlier the interest of a powerful email subject but your emailing must also, once opened, contain a catchy title that leaves no doubt about the subject of your message.

This may be a private sale, the integration of a new product in the catalog or an invitation to an event organized by your company. It is time to arouse a desire in the reader or better, to make him realize that he is in need. All you have to do is position your product or service as the solution.

5. Use segmentation

Segmentation, which consists of sending different emails to different categories of subscribers (for example your different buyer personas), allows:

  • to obtain a better opening rate and better deliverability;
  • to generate more transactions and turnover;
  • this practice also reduces the chances of your emails ending up in spam.

Conversion Copywriting Examples

1.Integrate call to action (CTA) buttons 

The interest of site visitors can and should be maintained. For this, various buttons, pop-up windows are placed on content pages as well as hyperlinks leading to contact pages, delivery, article descriptions and other pages where the user will find useful information for placing an order.

There should be moderation in everything you do: if you bombard the reader with buttons and pop-ups every 15 seconds, the conversion rates won’t be good. Be delicate, place buttons only where they are really required, literally put them under the visitor's arm, calculate the structure of the text taking into account the reader's need for circulation.

The call to action is your ultimate tool in conversion copywriting. Favor the use of a single button so that your customer or prospect is not confronted with several paths to arrive on your site.

The call to action has only one purpose: to turn your reader into a buyer. If you feel you need multiple CTAs, create a main redirect button and embed the others in hyperlinks.

Good example

Our company offers a test mode of working with semantics, you can always make your own opinion about the capabilities of the tool.

Bad example

Our products have been manufactured for more than 15 years, during which time the company has been awarded on behalf of the Ministries, regional departments, and the regional administration.

In other words, the CTA must be placed according to the following rules:

  • the button must match the description in the paragraph next to which it is located;
  • the text inside the button/banner/pop-up window should concisely describe the planned action;
  • If in the text you write about delivery features briefly, give a link to the page with details. If you offer to place an order - don’t force the visitor to look for a way how this is done, place the application form directly next to such a description.

2. Be specific and choose catchy title

Your emailing must also, once opened, contain a catchy title that leaves no doubt about the subject of your message.

Write a title that piques your audience's curiosity enough to make them want to read on. It must also meet their expectations, be clear and relevant. Don't forget to include your main keyword in your title.

Good example

It's summer and your glasses are still in your basket!

Figuratively, if a person came to visit you to drink tea - give him a spoonful of jam. Take care of the site visitor, help him become a client, create comfortable conditions so that his desire to complete the target action does not fade due to the lack of the necessary buttons at hand. And, of course, don’t use imperatives: a potential buyer may have a reasonable feeling of excessive pressure. Intonation is another aspect of a successful sale and good conversions. It's time to talk about this.

3. Personalize your message

Email is the top source of analytics data for marketers. Moreover, marketers who use personalization in their subject lines see 26% more opens. That's why the conversion copywriting of your emailing must be powerful enough to hold the attention of the recipient. Today, technology and big data offer increasing possibilities for personalization, starting with the name of the recipient, but also other information about him. Using shopping habits or pending cart reminders can also entice your recipient to open your email. So, a title personalized with the first name of the reader is also an effective way to generate interest.
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Good example

Kate, don't go on vacation without your swimsuit!

Conclusion

Copywriting can be an enhancer or a limiting factor for your landing pages. That's why you need to take the time to create a compelling copy that converts and motivates your potential customers to buy from you. You should use the techniques that generates the best performance for your conversions.

To stand out from the competition, use an attractive writing method to which you will integrate the data that emanates from the analysis of your target.

Structure your email well to avoid confusion in your reader's mind and end with an engaging Call to Action.

However, research is more than half the game in conversion copywriting. At the same time, don't go too deep into analytics. Ideally, there should be a balance between creativity and marketing tasks.