Agenda: 1 - Introduction / case study 2 - 4 key principles 3 - The fundamentals of LP copy 4 - How to craft irresistible Calls to Action Web-seminar presented at Markedu (http://www.markedu.com/web-seminars)

1. Online Copywriting for Higher Conversions
– Using Words to Turn Visitors into Customers
Agenda:
1. Introduction / case study
2. 4 key principles
3. The fundamentals of LP copy
4. How to craft irresistible Calls to Action

2. Which blurb doubled sales? Vote A or B!
A:
B:

3. B: WINNER 99.35% improvement in sales…

5. Treatment 6: 7.06% improvement

6. Prospects’ motivation: Prospects’ terminology:
• Get ideas / get started on writing my essay • ”Ideas” not ”Inspiration”
• See essay outlines • ”References” not ”Bibliographies”
• Get references • ”Research topics” not ”Topics”
• Improve writing

7. Rules vs. principles
&
Best practice vs. testing

8. Rule:
An official instruction that says how things must
be done or what is allowed…
Best Practice:
Generally-accepted, informally-standardized techniques,
methods or processes…
Principle:
The basic idea that a plan or system is based on…

9. Control: Treatment A:
Vs.
304% improvement in sign up

10. Rule / best practice:
Always place the CTA above the fold
Principle:
Place the CTA where it matches your prospects’ thought
sequence
Test:
By testing, we can answer the question “What is the best
CTA placement on this specific landing page?”

11. Conversion:
“The process of successfully achieving the primary objective
of a specific page or website.”
- Dr. Flint Mcglaughlin, Marketing Experiments
Conversion rate:
The number of successes divided by the number of visitors
times 100.

12. 4 key principles:
1. Think of marketing as an exchange of value
2. Have a clear & relevant value proposition
3. Reduce friction
4. Reduce anxiety

13. Key principle 1:
Think of marketing as an exchange of values

14. As a consumer, this is my internal monologue:
“Do the potential benefits outweigh the risk and the effort of
doing what they’re asking me to do?”

15. You must make me agree that :
“What I’m getting in return is worth more, than what I have to
part with…”

16. Landing Shopping Final
PPC Add Step 1 Step 2 Step 3
page cart conversion
Bounce Action

17. Vs.
62% improvement in sales

18. Vs.

19. 498% improvement in sign ups%

20. Key principle 2:
Have a clear & relevant value proposition

21. Your value proposition is the primary
reason why your ideal prospect should
buy from you
The force of your value proposition is mainly determined by 2 factors:
1. Relevance: How closely it matches the motivation of your prospect
2. Clarity: How clearly your value proposition is stated

22. 1. Relevant
2. Clear Sales doubled!

23. Control: Treatment A:
Vs.
62% improvement in CTR%

24. Control:

25. Treatment A:
99,4% improvement in downloads

26. 498% improvement in sign ups%

27. Key principle 3 & 4:
Reduce friction & anxiety

28. Friction:
Psychological resistance to a given element in the sales process.
Anxiety:
Psychological concern stimulated by a given element in the sales process
In regards to copy, friction is often related to:
1. Tone
2. Lack of clarity and/or continuity
3. Asking too much too soon

29. Friction / anxiety related to tone:
Source: marketingexperiments.com

30. Source: marketingexperiments.com

31. Source: marketingexperiments.com

32. Friction / anxiety reduced by tone:
• ”Ideas” not ”Inspiration”
• ”References” not ”Bibliographies”
• ”Research topics” not ”Topics”

33. Friction related to continuity:
Landing Shopping Final
PPC Add Step 1 Step 2 Step 3
page cart conversion
Bounce Action

34. PPC ads:
Risk free
No obligation
Free demo
$100.000 trial account

35. PPC ads:
Risk free
No obligation
Free demo
$100.000 demo account
99,4% improvement in downloads

36. Control: Treatment A:
304% improvement in sign up

37. The fundamentals of landing page copy that
sells

38. Principle number 1: Clarity trumps
persuasion

39. 1. Define your goals clearly
2. Establish a clear, relevant value prop
3. Ensure continuity through the conversion process
4. Reduce friction and anxiety
5. Have a clear call to action
6. Test your landing page copy

46. How to craft irresistible Calls to Action

47. Vs.
133% increase in CTR.

48. Your CTA copy should be:
 Relevant and worth a click

49. Not relevant. Not worth a click Relevant. Worth a click
Vs.
133% increase in CTR.

50. Best practice Calls to Action that kill conversions!

51. Not this:
But this:

52. Not this: But this:

53. For testing I recommend:
www.visualwebsiteoptimizer.com

54. Time for Q & A…
twitter.com/MichaelWebtekst
Online-Tekstforfatter.dk
LandingPages.nu
Michael@onlinetekstforfatter.dk