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)
Online Copywriting: 4 Principles to Double Your Conversions
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
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
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
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
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
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