website conversion Archives -

Are You Focusing on Conversion Before You Have Traffic?

January 20, 2014 By Cole Wiebe 21 Comments

Real estate website conversion strategy, Vancouver, BC

SEO copy vs conversion copy

SEO copywriting focuses on creating quality, relevant, extremely helpful and hopefully interesting content that attracts visitors to your blog again and again. You’re building rankings, authority and traffic, and encouraging visitors to share your content.

Conversion copywriting focuses on making a sale, or ‘converting’ your visitors into email subscribers and eventually clients.

In this article I will be discussing the former. A major mistake many business bloggers make is trying to sell before they’ve delivered on their initial content promise or demonstrated any value. “Hello, here are our products and services… which ones can I show you today?”

Visitors are persuaded to stop by the blog, through social media posts and mentions or Google search results, with enticing promises of valuable, useful information that will improve their lives in some way. It’s so disappointing and just plain annoying for visitors when every post is saturated with an extremely shortsighted, “buy this now” message. It’s not what they signed on for when they clicked an inviting link to receive “help”, and they feel justifiably cheated.

Give your gift with no strings attached

Some thirty years ago, I was a closer and sales trainer for a small TriStar vacuum cleaner sales outlet. The door-to-door vac’ business was reputed to be a very sleazy way to make a living, but I learned a lot about sales from my gritty years in the trenches.

Our “booking girls” would offer door opener gifts like free rosewood-handle steak and carving knife sets, or perhaps a hard cover dictionary/thesaurus combo in an attractive case, in order to book appointments. The gifts were useful, desirable items. Our booking strategy was to impress the person on the other end of the line with the high quality of the gift they had “won”, then book an appointment for delivery, with a “quick demo” of a new product we wanted their “opinion” on.

Our closers would arrive at the door a day or two later, create rapport, start out with a light and very entertaining pitch, build value, then high-pressure the bejesus out of the gift “winner”. We used to teach our recruits, “There are only two ways you’re leaving that house; with a signed order, or physically tossed out with the vacuum cleaner hurtling through the air behind you.”

If one of the booking girls was sick, I’d take over the phone at times, to make sure the guys had demos to go on. I learned the hard way that selling too early just closed doors. I carelessly let myself enter into a mini presentation on the phone a few times. Big mistake! The only purpose of the phone call was letting the prospect know about the free stuff we were giving them. If we were ravenous direct sales wolves, they were Bambi, and we had to make sure we didn’t scare them away before we came anywhere near the jugular.

We were some of the most aggressive, high pressure salespeople on the planet, but we realized there was a time and place for selling. Throw the pitch in with the gift, or begin selling before building rapport and demonstrating value, and we were dead at hello.

Some sales reps would only hand over the gift at the end of the presentation, and only if a sale was made. I made a point of giving the hosts their gift before even entering the door, and I instructed my team to do the same. Once inside, I would spend a half hour getting to know my new friends. Here’s the thing… I wasn’t looking for “a sale”; I wanted several. These people had friends and family. It was important that they really liked me.

Did I get burned a few times by people that just grabbed the knife set and slammed the door? Absolutely. We paid for these gifts out of our own pocket, so that hurt. I believed that we had offered them a free gift and that my new friends deserved more than just a pitch. I became the sales trainer because of my closing ratio, and keeping the gift separate from the pitch has served me well over the decades that followed.

What is your gift: valuable local information and expertise that improves the lives of your visitors? Your blog should be a welcoming place to share your free gift. There’s no way to be subtle about your agenda when you finish a blog post with a pitch, or “Call me today at…” Sprinkling your posts with links to sales pages, or popup messages, can also send your quarry bolting for cover.

If you’ve enticed visitors to your blog with the promise of valuable information, deliver on that offer; no strings attached.

Does that mean you can’t include a call to action? Not at all. Instead of pitching them, it would be appropriate to offer a free white paper that provides information in addition to the post. In other words, offer even more value.

For example, if your post was about buying and selling Vancouver condos as an investment strategy, a free downloadable ebook entitled “8 Things You Must Know When Selling Your Condo for Top Dollar”, with a link to a landing page, would offer added value. People love receiving high value free stuff, and this is a great way to transition blog visitors into subscribers you have permission to influence again and again.

Don’t give a crappy gift

Our local TD bank ran a promotion to attract new clients. I noted that they were offering an Apple iPod as a free gift, not a $5.00 toaster that was likely to catch fire the first time it was plugged in. Outsourced-to-the-lowest-bidder, automated or just plain crappy content = worthless gift. It sends a very negative message and is bad for business. Put your all into each post or hire someone committed to creating content excellence. Your content gift needs to be epic; that means better than any of your competitors are publishing.

Pitch too early and you may never be selling at all

Keep the “gift” — your informative blog posts, downloadable freemium item or something else of value — completely separate from your sales copy.

Of course you want them to check out your About Us page and what you bring to the marketplace. And once they’ve decided to look at the services and/or products you offer, it’s perfectly okay to “sell” them. I’m assuming here that you have services and products your customers will genuinely benefit from, so do your very best to convert those qualified visitors into customers. On a “marketing page” it may even be a sin not to ask them to fill in an information request form. 🙂

Live up to the value expectations of your audience. Value is about “them.” Pitching your product or service is all about “you.”

Final thoughts

Would you agree with me that keeping the content gift and pitch separate is a sound strategy? Or are you still convinced that “always be closing” is the only way to go? Do you have a sales success or horror story to share? I welcome your questions and comments below.

Could you use some direction in your content and social media strategy? A free 20 minute coaching call could be a game changer.

Writing Sales Copy That Converts (Part 4)

December 13, 2013 By Cole Wiebe 15 Comments

« Continued from Part 3

In this last post of the series I’ll cover trust factors, creating urgency and sealing the deal.

13) Prove it

Social proof is your most powerful persuasion tactic. If you’ve made claims about your product or service, here’s how you back them up. Your readers will naturally consider what you say to be biased, so you’ll need outside help to bridge the credibility gap.

Inserting an excerpt, graph, infographic or video from a recognized industry authority can validate some of your statements. But, killer testimonials are hands-down your best tool for encouraging prospective customers to choose you. Most testimonials on the web are dreadful, so this is a place for you to really shine.

Never make up testimonials. Ethical issues aside, your readers are way too smart for that. Signing a testimonial with first names “Jim” or “Mary”, without any link for verification, makes the testimonial message highly suspect. Including these diluted, anonymous endorsements can actually be a negative. Anyone genuinely vouching for you will have little or no objection to having their full name associated with their words.

A quality testimonial will discuss the way your product or service solved a problem, saved time, made them money, improved their life in some other way or elevated their status. It will include a first and last real name, company name (where applicable), website URL and/or social media ID. Very few people will ever take the time to confirm a testimonial’s authenticity, but endorsements without the provision for verification are generally considered fabricated.

The best time for obtaining a testimonial is right after you’ve made a purchaser very happy. Send them an email asking, “How did we do?” Hint: lead their response with loaded questions that pertain to one of the leading objections you encounter, and how you met or exceeded expectations. Here are a few examples. “How did you feel about our price before making your purchase, and do you now feel you’ve received excellent value?” “Were we fast?” “Did our support team solve your problem and live up to your expectations?”

Third-party testimonials also work well. An example: “Since joining XYZ Fitness my wife has lost the 25 pounds she wanted to drop, but I’ve also noticed she radiates a confidence I haven’t seen in quite a few years. She’s a new person. Last week she was promoted to head of her department.” There are times when it’s easier to acquire a third-party endorsement, so keep your eyes open for these opportunities.

If your site has a case studies section, you can insert excerpts in your sales copy, with a link to the full page. (Be sure to have links open as a new page, so your reader won’t lose their place in your sales letter.)

Sprinkle your copy with social proof as it relates to the copy immediately above, clearly distinguishable from the copy by insetting it in quotes or inside a pale colored box.

In addition to social proof, you’ll want your page to include any other trust elements that apply: trade associations, official Better Business Bureau rating, PayPal Verified, TRUSTe, VeriSign Secured, GeoTrust, 100% Money Back Guarantee and other badges. Again, you’ll want to link all badges to web pages that verify their authenticity.

14) Why should they take action today?

In part 1 I mentioned the squeeze page offers, where the site will be taken down in only, say “2 days, 12 hours, 7 minutes and 41 seconds,” and counting. They generally market a course or ebook, sold on the business model of the traveling snake oil salesmen of the early west. If customers didn’t buy the magic elixir that day, the offer was literally riding out of town the next morning.

This series of articles is written primarily for small businesses, and you are hopefully planning to make not only the one sale, but cultivate repeat business and referrals. As an incentive, “Buy today, before we take the site down and vanish forever,” is too drastic, and it sends entirely the wrong message when building your customer base.

Fortunately, there are several ways to provide an incentive to buy today, without going to the dark side with a fly by night angle.

There are several seasonal opportunities that can be utilized as a legitimate reason to provide a reduced price for a very limited time period. Many of my clients have pointed out that holiday seasons almost run into each other throughout the year, so there could technically always be a discount offer. I disagree with that premise. Often your prospective customers will stop by a site a few times before making a purchase, subscribing to a list or taking some other desired action. Your incentive to “buy now” will lose all credibility if there’s always a sale. It also suggests your product or service isn’t really worth the “regular” price.

During the periods of the year when there is no seasonal discount offer, various free upgrades provide an attractive incentive for people that see the value of your product or service and would love the inclusions at no additional charge.

To structure the value-added offer correctly, you must build sufficient value in your sales copy for the primary product or service, which is sold at full price. You then also sell them on the value added benefit, preferably with one or two testimonials that support the benefits of these add-ons.

An example of a free upgrade offer might be a printer. If purchased today, the customer receives an extra set of ink cartridges and five packages of paper, shipped one per month. The brilliance of an offer like this is that it gets the customer used to receiving supplies from the same company the printer was purchased from. Another example would be a software purchase that benefits from a subscription add-on. Giving away a six month free subscription as a ‘closer’ lets the customer become used to the extra features. When the free subscription expires most will renew with a paid subscription. Now, isn’t this better than discounting your margins away?

15) Don’t forget to ask them to buy

You’ve put a lot into writing your copy. This is no time to be shy. It’s time to make it super simple to “Buy Now.”

I used to be a sales manager for a direct marketing company. One of the biggest challenges I had was getting our sales team to risk all those warm fuzzy feelings they had just built with the prospect to go in for the close. I had to remind them that if they made the sale, they would see that customer again when the product was delivered, and probably meet their friends through referral. But if they failed to ask for the order, they would be forgotten within a week. That’s the reality of marketing. You enjoy the relationships you build only if you “sell” them something.

Unless you’re selling a shitty product or service (in which case you seriously need to rethink your offering), you owe it to your prospective customer to ask for that order… repeatedly if necessary.

16) Offer a great user experience (UX)

Many online retailers and service providers are receiving more than 50% of their new customers from mobile devices this year. If your bounce rate is above 5%, one of the reasons customers may be leaving your website is because your site is difficult to view and use on tablets and smart phones.

Web pages may render on a mobile device so website owners believe they are “mobile friendly.” But, if your website requires zooming in and out, or scrolling from side to side, to do anything, it’s NOT mobile friendly or responsive. The user experience is horrible and it is almost certainly costing you money. Google best practices now recommends websites be responsive.

17) Rinse and repeat

Track your results. During the holiday season, you should be studying your analytics data daily. Retain all versions of your sales copy and file them with the results. This will enable you to identify what has worked, tweak what did not and restore previous versions as required.

Final thoughts

I welcome your comments and any questions you may have. Do you have a story to add, where you’ve had success with one of the techniques described in this series?

Do you know if your website is responsive? If you would like me to check over your website and provide some recommendations, you might consider a 20 minute free coaching call.

Writing Sales Copy That Converts (Part 3)

December 6, 2013 By Cole Wiebe 9 Comments

eCommerce web development, Vancouver, BC

« Continued from Part 2

In part 3 we will continue with the writing of your killer sales copy, with a focus on holding the reader’s attention.

8) Keep It Simple

It’s usually safest to keep your industry’s jargon and any gobbledygook out of your sales copy. But, there are times when it’s both necessary and appropriate to call things by their correct names. In those instances, you don’t want to make your reader look words up in a dictionary, pop out to “Google” the term or leave your site in frustration. Where you feel it’s important to include an ‘techie’ or industry term, try to make the meaning apparent from the context, without dumbing the content down so the reader feels stupid.

The first time you use an acronym, it can be helpful to place the full text in brackets, underlining the letters used in abbreviated form.

9) Write for Lazy Readers

Many of my most memorable hours have been spent fly fishing for steelhead in the crystal clear frigid waters of the Chehalis River in winter. These enormous trout hold in pools to rest before continuing their journey upstream. They’re on a mission, and not particularly hungry. Conserving energy for the arduous uphill trip is important. But if a very easy meal presents itself they may be willing to move an inch or two to sip it in. Carefully drifting a bright fly within inches of their nose — often repeatedly — can eventually provoke a strike. I’ve had steelhead take the fly on the fifth or sixth bump on the nose.

Your web visitor doesn’t want to work for your answer to their problem or desire, so make it ridiculously simple to identify the benefits of your offering and grab it.

10) Use Chunking

Your readers have short attention spans, thanks to scanning entirely too many emails, blog posts and letters like yours. So, avoid overwhelming your prospective customers by making them slog through long blocks of text. Keep paragraphs short and punchy. A good rule of thumb is to limit paragraphs to four sentence chunks and keep sentences down to twelve words or less.

Trying to be too clever or creative requires your reader to think. Web searchers are on the hunt, so making them stop and process content can be distracting, or even annoying. Keep paragraphs short, simple and easy to scan.

‘Sign post’ your content with illuminating subheadings. Key points will benefit from bold, italic, underlined or highlighted text.

Consider breaking some of the paragraphs into bullet points. In some cases bullet points can be effectively linked to corresponding subsections lower in the page, using ‘#anchor’ tags.

11) Be Conversational

This isn’t high school English class. When most of us speak face to face or on the phone, we use contractions and begin sentences with “But”, “And” or “Because”. I know… horrible! In copywriting it’s also okay. To make a sale, you want to begin a conversation, so use that tone as you write.

12) Don’t Bore Them

You are never going to bore someone into making a purchasing decision.

In part 2, I covered the placement of your most important information. Your prospects are unlikely to absorb your entire message, although some will occasionally read a traditional long sales letter top to bottom. If it’s unrealistic to expect their undivided attention, so you want to keep every paragraph exciting and on point.

Remember the ‘price/promise’ trade-off. People will pay the “price” of reading your copy, if the “promise” of gain or prevented loss is great enough. Referring to the answer about to be revealed — holding the prize in front of them — can keep them engaged.

Spice it up with power words like “easy”, “simple”, “hurry”, “faster”, “now”, “free”, “special offer” and “suddenly”. They make an impact. Avoid the passive tense and too much repetition.

Continued in Part 4 »

Related Pages
Conversion Ratio Optimization (CRO)

Writing Sales Copy That Converts (Part 2)

November 27, 2013 By Cole Wiebe 14 Comments

« Continued from Part 1

In part 1 we covered the right place to “sell” on the Internet, the importance of knowing who your customers are, the power of an amazing title and ways to stand out from the content ‘noise’ your readers are subjected to every day. Let’s continue.

4) Getting in Front of Eyeballs

You may have written the most brilliant copy of your entire life, guaranteed to make even the most jaded reader whip out the plastic and feverishly click ‘Buy Now’, but if you have no readership, you’re SOL.

Writing ‘findable’ content involves including keywords your readers will use when searching for your products or services. Last week I recommended compiling a list of keywords each of your customer personas will use to find you.

Select the most relevant keywords for the copy you’re writing, and for the persona you’re addressing, and have them ready as you begin to write. Try to include several variations of your primary and secondary search terms, and include the primary keyword in your title. Here’s an example. Your primary keyword search term, used in the title, might be “Vancouver golf pro shops”, and your secondary keyword may be “golf stores in Vancouver”. A long tail variation you may include could be “high end putters in greater Vancouver”.

5) Make it ALL About Them

Your customers are only interested in their unique WIIFM (What’s in it for me?)

Prepare yourself for a shock. Your readers don’t actually care about you, your brand, the company or people behind it or even your products or services. Really! So what’s the upside for your reader? Can you make their life easier, eliminate a worrisome problem, improve their value to their company, customers or family, save/make them money, give them some of their time back, elevate their status or improve their lifestyle? How are you going to provide enough value to make reading your copy worth a few minutes of their time?

Your sales message should not come from a “we” perspective. “Our company has been providing effective solutions to… for over 20 years,” And they’re thinking, “Yada, yada, who really cares.” Speak to them, using the words like “you” and “your” frequently in the copy.

6) Sell the Benefits

Your competitor proudly proclaims, “Our new model features a 9-speed “9G-TRONIC” electronically-controlled automatic transmission. Here’s the latest Motor Trend magazine article. Check out these tight gear ratios…” The prospect’s eyes glaze over.

Contrast that with, “You’ll enjoy a “smooth as silk” ride, free of any noticeable shifts, thanks to the amazing new transmission. Why, you’ll forget you’re even in a moving vehicle as you’re whisked to your destination in quiet luxury…” That’s a benefit they may actually get excited about: incredible distraction-free comfort, with a generous topping of status.

Every time you catch yourself listing a “feature”, or bragging about your company, take a moment to jump over to the reader’s side of the desk and ask, “And I give a shit because…? ”

Your benefits must speak to their “trinity of emotions”, their problems, their fears, their desires.

7) Place Your Most Important Information First and Last

Here’s another shock for most writers. Your readers won’t take the time to read and absorb most of the copy you labored over. They glance at it, scan it quickly for sub-titles, bullet points and interesting photos, grab a quick snack and then move on.

Some years ago I lived in the Canadian high arctic for a while. I had the opportunity to watch wolves ‘read’ a herd of caribou. At times they would just watch for a while, then retreat over the horizon. My Inuit friend would tell me that either they were just “window shopping” for later, or had decided the potential return on investment wasn’t worth making the strenuous charge just then. On two occasions I watched the successful completion of the hunt. To my surprise, the wolves would pick at the best bits until their immediate hunger was satisfied, then saunter off, leaving most of the carcass for the foxes and ravens. The alpha male had torn out the heart early on, guarding it between his forepaws. Before leading the hunting party away he took the time to savor his prize.

That’s how your readers will pick at your copy. They may read the first paragraphs under the title, then scan down to a subtitle that sounds interesting, tear off a few sentences, scan down again to munch on a few lines under another subtitle. Some bullet points may warrant a quick chew. Then, just before they leave, some will snack on the summary at the bottom for dessert.

A few months ago I came upon a blog post in which the author asked, in the “The Takeaway” summary at the bottom, whether we’d noticed that most of the article was just ‘Lorem ipsum’ text. I admit, he got me! He had rightly assumed that most of us wouldn’t read most of the article and as a test put real content only near the top. and immediately below subheadings.

To make an impression, you want to put your best copy in the first few paragraphs, some more great stuff under the subheadings and wrap it up with a compelling grand finale.

Continued in Part 3 »

Related Pages
Conversion Ratio Optimization (CRO)

Writing Sales Copy That Converts (Part 1)

November 14, 2013 By Cole Wiebe 10 Comments

The holiday shopping season is once again upon us. Is your web copy ready to convert online shoppers into customers?

I come from a sales and advertising background, where we lived by slogans like, “Always be closing” and “Close early, close often.” Magazine ads were created to build a fear of loss, with an incredible urgency to to take action immediately, before the ‘opportunity of a lifetime’ vanished forever. [That’s right… miss this offer, and the whole rest of your life will turn to shit, as you sadly wring your hands and murmur, “If only…” 😉 ] Use that approach in social media and visitors will frantically hunt for the unfollow button. I am not reversing my position on actively “selling” in blog posts, email updates and social media.

If you are invited to a Chamber of Commerce luncheon and meet a new business owner, it would be very bad form to launch into your sales pitch there. The right approach would be to ask some sincere questions about their business and perhaps make a few helpful suggestions. In some cases, even handing them a business card can be too forward for the first meeting. Social media, email updates and your blog are an introduction, like the business luncheon. On Facebook, Twitter, Google+, LinkedIn, etc., you should focus on being “helpful” and increasing your credibility as a top expert in your field. Social media is a conversation, not a sales soapbox. Subscribers to your blog and email should receive the up-to-the-minute, useful information they expected, not a series of offers that drive them to unsubscribe.

Having said that, you’re probably asking, “So when and where do I actually get to sell?”

Your site’s home page should help visitors confirm that they are at the right place and then get them to the information they’re looking for in the lowest number of clicks. Your home page is working well when the content perfectly aligns with the information promised in the search results, whether on a search engine or social media site, the visitor is satisfied that they have found the information they were looking for, and your bounce rate goes down.

It’s usually not a good place to “sell” or include a call to action, unless the company sells one primary product or service. An example would be a hotel, where it would be very appropriate to provide accommodation highlights and include a “Make a Reservation” form right on the home page. If the visitor must choose between multiple products and services, it’s generally best to put calls to action on the product and service pages the home page routes visitors to.

This article is not written for squeeze page sites, but primarily for small business websites that are interested in building long term credibility and relationships, providing stellar support to their customers and cultivating repeat and referral business. Snake oil salesmen used to ride into town, make outrageous claims about their product, accompanied by questionable testimonials and ‘squeeze’ people at their point of pain to make a quick decision before they rode off into the sunset. The modern ‘quick road to riches’ ebook or course offer follows the same format, embellished with plenty of testimonials (usually from their other ‘information marketing’ cronies), often including a countdown to the day the website will be taken offline forever or the offer will be withdrawn. I believe reputable businesses do not operate that way. Google feels the same way and they do their best not to deliver squeeze pages in their search results. Does this mean that all of the tactics employed in squeeze pages are wrong? Absolutely not; only the short term “it’s today or never” squeeze strategy. So there is no misunderstanding, many information products are excellent, the authors are there for the long term, and they hope that your purchase will be the first of many.

Let’s assume you’ve covered all the bases in effective online marketing for your business, with SEO, content marketing, social media and an email list. Your prospective customer or client may have entered the sales funnel, perhaps by way of LinkedIn or Google+, they followed you and your posts, checked out your blog and become a subscriber, either to your email list or blog’s RSS feed, and you gained influence and their trust. Today they are on your product or service page. Or they may have Googled you with an immediate need. Either way, here they are, on the page you hoped they’d land on.

You dug the well, you installed the pump, you’ve primed it… but will it now fill your bucket?

Does your sales copy fall short?

1) Know your customers

You may only have one product or service and sell to a very small niche market. Perhaps all of your buyers are men or women. In that case, write a one-page bio that describes exactly who your ideal customer is.

Think along these lines. Who are they? Where do they currently buy? What do they like or dislike about the product or services they’ve purchased before? What’s keeping them up at night? What can you offer to relieve their point of pain? What would they love to have? How can you make their life better? What are they afraid of losing?

If you have multiple products and/or services, you will probably have several customer types. Creating a persona for each can be a very useful exercise, even associating a stock photo that represents the sex, age, attire and setting that represents every persona.. Memorize the unique traits for each persona. It may sound silly, but it can be very helpful to put a photo of your persona in front of you as you write for that ‘person’.

What keywords do you believe each persona would use in looking for your product or service? I always recommend using the Columbo close with your existing customers. You may remember the show’s homicide detective walking away from a meeting, then suddenly turning to ask, “Oh, by the way, was the…” When you end a conversation with a customer ask them what they would enter into Google if they were looking for a company that offered your product or service. The answers may surprise you. Good copy always begins with research.

2) Most people won’t get past the title

If your headline fails to grab their attention, you’ve lost them at hello. Does your headline address the problem that’s keeping them up at night? Can you provide relief at their point of pain? Can you remove their fears? Can you enhance their lifesyle, give them more purpose and enable them to feel better about themselves?

Does your title include a keyword search term your prospective customers are likely to enter into Google?

3) Stand out from the competition

Today’s consumer or B2B buyer is well informed. You can safely assume that yours is not the first website they have visited. They have almost certainly been numbed by all the ‘me too’ content out there. Have you looked at the ads and pages of your competition, the ones your visitors have most likely already seen? Your readers will be indifferent to copy that looks pretty much the same from site to site. DO NOT burden them with more of the same.

The majority of content is not unique, informative or actionable. It’s the same tired crap, recycled over and over again. What can you do to shake them up, so they take notice? How about opening with a video? Is anyone doing that? Can you include an infographic that visually illustrates the boring old data in tables on your competitors’ sites, and the benefits your visitor can expect? Can a point be illustrated with a little tongue in cheek humor? Can you have better photos taken? For example, with one client in the concrete industry, we substituted a stock photo of a close-up of a sidewalk with an image in which their branded truck was pouring concrete into the sidewalk forms. A mother with her son stood a few feet back, watching. The mother beamed with pride as she watched her new sidewalk becoming a reality. Her son clutched a toy concrete truck, excited to be a part of the concrete ‘adventure’.

Continued in Part 2 »

Related Pages
Conversion Rate Optimization (CRO)

Menu

SEO copy vs conversion copy

Give your gift with no strings attached

Don’t give a crappy gift

Pitch too early and you may never be selling at all

Final thoughts

13) Prove it

14) Why should they take action today?

15) Don’t forget to ask them to buy

16) Offer a great user experience (UX)

17) Rinse and repeat

Final thoughts

8) Keep It Simple

9) Write for Lazy Readers

10) Use Chunking

11) Be Conversational

12) Don’t Bore Them

4) Getting in Front of Eyeballs

5) Make it ALL About Them

6) Sell the Benefits

7) Place Your Most Important Information First and Last

The holiday shopping season is once again upon us. Is your web copy ready to convert online shoppers into customers?

Does your sales copy fall short?

1) Know your customers

2) Most people won’t get past the title

3) Stand out from the competition