Is the pen mightier than the sword? In the marketing world, it is. With a few little tweaks to your website copy, you can drastically increase your conversion rate.
The beautiful part about these tweaks is that you don’t have to be a professional writer or a wordsmith… these are simple changes that anyone can make.
Download this cheat sheet of 7 simple copywriting tweaks that’ll shoot your conversion rate up.
Here are 7 simple copywriting tweaks that’ll increase your conversion rate:
Customers want benefits, not solutions
What’s the number one reason you buy a product or service? It’s because you’ve found a solution to your problem, right? Well, although people want to buy solutions, solution selling doesn’t work as well as it used to.
Because of the web, people are now able to do their own research and find their own solutions. 60% of people do research, set requirements, benchmark pricing and rank options before they buy. In other words, customers already know all of the potential solutions out there, and they are just trying to figure out which one to pick.
This doesn’t mean you should stop solution selling, but you should also start selling the benefits of your product or service. Here’s an example from the Crazy Egg homepage:
If you look at the image above, you’ll notice three benefits of Crazy Egg.
- The heatmap helps you increase your conversion rates.
- The scrollmap tells you the elements on your web page that people are interested in.
- The overlay report helps you get more clicks on the elements that make you money and fewer clicks on the elements that don’t make you money.
If you don’t think benefit selling is powerful, just read this case study. It breaks down how combining solution selling with benefits boosted our conversion rate by 30%.
People don’t read, they scan
There is nothing wrong with having a lot of text on a page, but make sure it is skimmable. On average, people leave a web page within 10 to 20 seconds, so you have to make sure you are able to grab people’s attention within a few seconds.
From having a strong valuable proposition to formatting your text so people can quickly understand the message you are trying to convey, focus on making your content more skimmable.
These are the six simple ways to make your content digestible in a quick manner:
- Bold important facts, benefits and sentences.
- Break up long paragraphs into shorter ones.
- Use bullets and numbers, where applicable.
- Keep your text readable by using black text on a white background.
- Pare down your web page by removing unnecessary elements.
- Use photos to explain your message.
A picture is worth a thousand words
From placing images of happy customers on your web pages to using images to explain your product, you can bank on the power of images to help convince people to buy. Highrise boosted their conversion rate by 102.5% by showing an image of a happy customer on its homepage.
Apple also uses images on its features page to help enforce its marketing copy. On its iPad mini page, Apple uses a pencil to help show how thin iPad mini is.
Text without images can be boring, so you should test adding images to your web pages to help increase engagement.
As you can see from the image above, adding pictures to your site can help increase engagement by 21%.
Simplicity is the ultimate sophistication
You don’t have to write a lot of copy to convince people to buy. A great example of this is Square.
Similarly to the Highrise example above, Square also tested a version with a lot of marketing copy, which decreased conversions by 22.72%. This just shows that having too much marketing copy, or the wrong type of copy, can decrease your conversion rate.
The trick with writing a marketing copy, whether it is short or long, is to make sure you are answering objections. People will always have concerns about buying your product or service. If you can find out what they are, you can write a copy that addresses those objections.
A simple way to figure out what objections your visitors have is to throw up a Qualaroo survey on your website and ask them the following questions:
- What else would you like to see on this page?
- What’s your biggest concern about purchasing [insert your product or service name]?
When you are using Qualaroo, make sure you select the time-based survey setting so that the questions only show up after someone has been on your site for more than 30 seconds. You don’t want to ask someone these questions right when they visit your site because they haven’t had the chance to read your marketing copy.
Optimize your whole site, not just one page
When you think of a marketing copy, what comes to mind? Chances are it’s sales letters. You know, it’s those ugly pages that never end and are just trying to sell you something.
Kind of like this…
Effective marketing copy isn’t just about one page. You need your whole site to have one cohesive message. In other words, your home page has to tie in with your features page; your features page has to tie in with your pricing page; and your pricing page has to align with your checkout page.
When President Obama was running for election, his team used to have a single landing page that used to collect donations. But when they tested a sequential 4-step landing page, in which the marketing copy flowed from one page to another, they were able to boost their conversion rate by 5%.
When I used to have a congruent marketing copy between my Quick Sprout emails and my sales letter, my sales went up by 18.74%.
To ensure that the marketing copy throughout your whole site is aligned, before you start writing your copy, you should first plan out all the pages. Planning ahead of writing will ensure that your message is consistent throughout.
Build a relationship before you sell
Just for a moment, go back in time and imagine yourself in elementary school. Now think of the time where they made you sell candy door to door in order to raise money for the school.
Which of your neighbors bought candy from you? The ones who knew you, right?
When you get to know people and bond them, they are more likely to buy from you compared to a stranger. So, how do you build a relationship with your readers in a really short period of time?
- Write in a conversational tone – you can’t get to know people without having a conversation with them, so use the words “you” and “I” within your copy because it creates the effect of having a conversation with your visitors.
- Tell stories – it’s easier to bond with people who open up. Telling stories will help people feel like they know you.
- Build trust – one of the quickest ways to build trust with your visitors is to leverage testimonials.
- Show affection – by showing that you are there to help people, you will build a bond faster. I do this by telling people to contact me if they need help or by inviting them to read my story and leave a message for me on my about page.
- Relate to your audience – people get along with others who are like them. Don’t act smarter than everyone else, and don’t think you are better than your customer. Highlight any characteristics you or your company may have that your customers can relate to. On Quick Sprout, I talk about how I came from nothing and made something of myself because I feel anyone who puts his or her mind to it can do the same. At KISSmetrics, we show how we love education as our visitors also love to learn and educate.
Creating a bond with your visitors is an important step in sales. Test a marketing copy that helps you create a bond with your visitors.
Watch your language
No, I don’t mean curse words! The words and phrases you use on your website will either help you get more sales or push your visitors away.
Let me give you an example… do you know why e-commerce companies use the phrase “add to cart” instead of “buy now”? When you click “buy now”, you feel like you are making a commitment, which is why you are less likely to click on it. When you click on “add to cart”, it gives you a sense that you can still back out, which is why you are more likely to click on it.
As you can see from the screenshot above, the phrase “buy now” decreased the conversion rate by 9.61%. And this isn’t the only example of how a few simple words can decrease your conversion rate.
Phrases like “purchase now” or “buy” can decrease conversions as they make people feel that they are making a commitment. “Free trial”, “money back guarantee”, “we promise not to spam you”, “discount”, “get instant access”, “percent off” and “trusted by” are all examples of phrases that can help boost your conversion rate.
If you are looking to boost your conversion rates and, more importantly, your sales, don’t forget about the little things. Small tweaks such as adjusting text in your call-to-action buttons or changing your headline can have a huge impact on your conversion rates.
Before you permanently implement any of these copy changes that we discussed above, however, you should run an A/B test to make sure they are actually increasing your conversion rate.
So, what other copywriting tweaks can you make to boost your sales?