In this talk at Learn Inbound (Oct 2016), Joanna Wiebe talks through case studies for ecommerce and SaaS emails. The common theme among the studies? The winning copy was 2 to 3x longer than the control. Watch and download - and get your team on board with using more words to create high-converting websites and emails.
15. As many as 60% of sales are
lost to“no decision.”
Source: CorporateVisions.com
@copyhackers
16. So the real threat is i n e r t i a.
@copyhackers
17. “I’ll just keep doin’
what I’m doin’,
thanks.”
@copyhackers
-Your visitor
18. What if we forget about
word count… and you
try to convert just 1
person?
@copyhackers
19. Roses are red,
Violets are blue -
Donate to a teacher
With the same name as you.
@copyhackers
20. Dear Joanna -
Roses are red,
Violets are blue -
Donate to a teacher
With the same name as you.
Mr. Wiebe
French novels for his junior high students.
$68 remaining
Donate to Mr. Wiebe’s project
3x more likely to give to a project
Gave 3x as much
Reactivated lapsed donors
Source: Donors Choose Annual Review 2014 - 15
@copyhackers
24. This doesn’t mean that
using someone’s name
is a silver bullet.
@copyhackers
25. It just means that we’re
overwhelmed with messages we
have to make sense of.
AKA noise.
@copyhackers
26. 1986: 2,000 ad messages a day
Sources: Research firm Yankelovich, in the NYT. Marketo at Uberflip Experience.
2016: 5,000 ad messages a day
We recognize 50. We remember 4.
31. To be 1 of the 4
that stick,try this:
use your words
@copyhackers
32. Your copy is too
fucking short.
Your prospects
NEED your
words.
• Help your visitor visualize
• Make concepts concrete
• Answer your own questions
• Spell out those summaries
• Show your visitor herself on the page
33. We tested 2 home pages
that were approximately
the same length.
48. CONTROL (EM 2)
18% is a lot. That’s the improvement in
play rate that Wistia customers see by
customizing the color of their video
player appearance to reflect their
company branding on their website. It’s
that easy.
Get more plays on your videos by
customizing your player colors.
Customize your player
49. “I’ll just keep doin’
what I’m doin’,
thanks.”
@copyhackers
-Your trial user
50. VARIATION B (EM 2) We saw 18% more people
click “play” when we did
this Joanna
We customized the color of our video
players.
That's all it took to get nearly 20% more
views of our videos.
The Wistia video player defaults to grey.
Which is nice. But grey.
So why stick with grey when you can go
with hot pink... or dollar-bill green... or,
well, Wistia Blue? Take a look:
copyhackers-customize.jpg
You can change a video's player color in
2 clicks in Wistia
Getting 18% more views is pretty major.
51. VARIATION B (EM 2)
Videos that used to get 100 views a day
now get 118 views a day. In a month,
that's an extra 500+ vides. And it only
takes something like 11 seconds to
make this very simple but very powerful
change to your videos...
Sounds really easy - I want to change my
video player color now
PS: Watch this to see how to optimize
your videos in Wistia...
55. Meet Wistia customer ZeeBlu
There are a lot of creative ways to grow
your business with video. Collecting
email addresses is an easy way to fill
your database with sales-ready leads.
We thought you’d enjoy reading how
ZeeBlu, a digital marketing firm, collects
leads with video for their client (the
Santa Barbara Chicken Ranch) and uses
coupons to connect with their
customers.
Want to collect leads with your
videos?
Upgrade to a Wistia Pro Plan and use
Turnstile in your videos.
CONTROL (EM 3)
60. The greatest thing you have
working for you is not the photo
you take or the picture you paint;
it’s the imagination of the
consumer. They have no
budget, they have no time limit,
and if you can get into that
space, your ad can run all day.
Don Draper
Season 6,Episode 4
@copyhackers
61. Video marketing with Wistia
turns viewers into leads
What if you could double your leads
without doubling your PPC spend...
...without doubling your content
production...
...without doing anything more than
switching on Wistia Turnstiles?
When we stopped using on-page lead-
generation forms and started using
video turnstiles, we went from a 6%
conversion rate to an 11% conversion
rate. That's nearly double the leads.
Without any extra effort.
"Sounds great," you say, "but what on
VARIATION B (EM 3)
62. earth is a Turnstile?"
This, my friend, is a Turnstile:
{{turnstile gif}}
It's a really elegant content gate in
Wistia. Here's how it turns your
marketing and demo videos into Lead
Collection Machines:
1. Prospects land on your page.
2. They see your video front and center,
not squished next to an ugly form.
3. They click play.
4. They watch.
5. And then, just at that moment when
you're about to reveal an incredible
data point or the climax of a killer
story, voila! The Turnstile appears...
6. You can add a Turnstile at the
beginning of a video. At the end. Or
at an exact point on your timeline.
And anywhere you embed the video - on
VARIATION B (EM 3)
63. any page or any site - you can collect
leads.
Where do all those leads go? We've got
over a dozen one-click integrations. So
you can send leads straight to your
email provider, like MailChimp,
Infusionsoft or Emma. Or to your CRM,
like HubSpot.
Grow your list.
Fill your CRM.
Let your marketing videos do the work
they're meant to do.
@copyhackers
VARIATION B (EM 3)
68. Your copy is too
fucking short.
Your prospects
NEED your
words.
If it doesn’t pass the Closed Eyes Test,
rewrite it until it does.
If there are dots to connect, connect
them.
If there’s a question on the page,
question it.
And if your brand name or the words
“we” or “I” lead a sentence, rewrite it to
lead with “you.”