How Can I Boost My Conversion Rates Now?
Of all the questions marketers and copywriters ask, how to increase Conversion Rates, is well up the “importance” chart.
In fact, for many currently engaged in offering products or services though websites, landing pages(s), email campaigns, or advertisements, it might just be the existential question, the answer to which, can propel them to a higher tier of performance. And do it without increasing their marketing budget one thin dime.
If you’re reading this article, and you or your clients want to boost the conversion rates, make sure to read it carefully.
The Short Answer
As a Master Copywriter for 35+ years, I always try to give the solution to a common problem, like conversion rates, as quickly as I can.
The short answer is, “You do it with superior copywriting”.
“Oh, come on….that can’t be all.”
Actually, it can. But here are two caveats:
IF you are currently driving sufficient traffic to your Sales “Producer”, such as your Website or Landing Page.
And, IF your company, product, or service is sufficiently unique and different from your competition.
So, if we can’t fault any of our preliminary funnel components, we must, then, conclude the weakness lies with our Sales Producers. Thus, I can confidently posit the solution to the question, “How can I boost my conversion rates?”, lies with your copywriting.
What, Exactly, Is The Role Of Copywriting In Bringing Higher Conversion Rates?
Another good question.
Copywriting should inform, educate, and motivate (or influence). And do all that within these parameters:
- Using the appropriate psychological approach for the product or service.
- Understanding the central problem, need, or desire of your ideal customer (aka your avatar client).
- Being confident your offering solves the problem, fills the need, or satisfies the desire.
By “Using the Right Words and the Right Images, in the Right Order”™ you can boost (or Optimize) conversion rates without adding money to your marketing budget.
Before We Get Into The Nuts and Bolts…
This subject, boosting your conversions by superior copywriting, could easily take a small book.
So in this article, I will concentrate on the process of using copywriting strategies to achieve increased conversion rates, but I won’t go heavily into the copywriting techniques you’ll need to employ.
Rather, I will give you several links to previously written articles, so you get the information without the duplication. (<< Example of using a Rhyme to make a point easier to remember.)
That said…let’s get this show back on the road.
Optimize (Improve, Heighten, Elevate, Raise, Boost)
Let’s start by getting a grip on our terminology.
Copywriting for conversion means providing your reader, or website visitor, with a consistent and Logical Thought Sequence that can be easily followed and contains nothing that can cause confusion or a separation of focus. A leads to B, B leads to C, and so forth.
One page. One goal. One Call-To-Action.
Conversion Rates Copywriting
Writing your copy with the objective of having your reader take the action (aka conversion) you wish them to take.
That action can be:
- Buy Now
- Subscribe Today
- Take The Survey
- Clip The Coupon
- Get Your Free Report
- Make An Appointment
- Call For Your Free, No Obligation Quote
When your prospect takes the intended action, you have a conversion. And the number of conversions divided by the number of visitors to that page is your Conversion Rate.
What Happens When A Visitor Comes To Your Page?
[Note: The “page” can be a website, landing page, email, or direct advertisement.]
First of all, they need to get – within a very few seconds – the answer to the question, “Am I in the right place?”
If the answer is yes, they then spend 7 or 8 seconds looking at/reading/scanning the words and images above the fold. If they see a quick, informative, intriguing, powerful Marketing Message, or a great Tagline saying, in essence, “There’s something here that can benefit me”, they’ll start to read more or scroll down the page. So, this is what you do to encourage them.
- First, you plan their route, by breaking your copy into sections. Each section conveys one complete thought, idea, or concept.
- You lay the page out vertically, so the reader’s eyes slide easily down as they are exposed to your selling copy.
- Each section should transition seamlessly (and logically) to the next. Again, Section A leads into section B, B leads into C, and so forth.
- As the prospect continues to read (or listen, or watch) and moves from one section to the next, they’re giving you a little thumbs-up – “I like what I’m seeing, and I want to know more. This affirmation is called a “mini-yes”.
- Your goal is to keep supplying useful and motivating information, collecting mini-yesses at each section until they come to the Big Ask…your Call-To-Action.
By taking the above steps you ensure n smooth progression down the page in what I call Logical Thought Sequencing (LTS).
“Copy Is Not Written. It Is Assembled.” What Heresy Is This?
What Gene Schwartz is alluding to by using a statement bound to get your attention, if not amazement, is that the copy is written after the Logical Thought Sequence framework has been developed.
In that way, the copywriter is “constrained” by the topic of each section to deliver the information in a short, easy to digest way, that is friendly to the eye of the reader. – The Thought Bite. Each section is a Thought Bite and is made up of four components.
- The Cross-Head – the headline of the section used to inform readers what’s coming. The cross-heads help separate the sections in the mind of the reader.
- The Intro – an intriguing short sentence or two.
- The Meat – the information you want to convey presented in four of five sentences or bullet points.
- The Outro – a sentence transitioning to the next section. The Outro either sums up what was presented in the Thought Bite, or talks about what is coming up in the next section.
In this way you convey a complete thought in a smoothly read way. No long sentences, no long paragraphs.
All This To Boost Conversion Rates?
Because we now come to the real test of our logically sequenced thought bites and find out if they did their job.
The big ask, or main objective of your page, is the Call-To-Action (CTA). Hopefully, we’ve amassed sufficient mini-yesses to make it easy for the reader to take that last step and click on your CTA and Get an Appointment, Request A Free Report, Buy Now, Subscribe Today, etc., etc., etc.
The trick is to position your CTA at a place on the page where the reader has enough information to decide, but not so much that their interest wanes, or they feel overloaded. Timing is everything.
[Get my template for a perfect Landing Page]
No Naked CTA’s
I often remind, cajole, and admonish my students not to repeat themselves when writing copy – especially for a landing page or email.
The exception to my rule comes with the Call-To Action. I expect these to be repeated…not only repeated but separated by Motivators like:
- The Pot Sweetener (aka “But wait, there’s more.”) – Now that the prospects have read all the way down to the CTA, we want to reward them with a “special”, “bonus”, or “gift” offer…for instance a Free Gift With Purchase or Buy Two And Get The Second At 60% off.
And Risk Reducers like:
- Guarantees, easy returns, no restocking fee, we pay shipping both ways. Risk reducers lessen the fear of buying that occurs naturally when people are on the verge of spending money – especially if they haven’t done business with you before.
And Social Credentials like:
- Minority, Veteran, or Woman owned business.
- Awards or recognition from third parties.
- Support of Civic and Charitable organizations.
CTAs surrounded by their friends produce more conversions. Don’t leave your CTAs out there naked.
So…Finally…Where Does The Copywriting Part Come In?
It comes in here.
All the preceding sections focused on HOW you can prepare your pages, email, or advertisements to give yourself the best chance of optimizing your conversion rates via copywriting.
Remember this? Great copywriters gain a Million Dollar Advantage by their learned ability to “use the Right Word and the Right Image, in the Right Order”.
The Right Order is what the whole article, up to this point was all about.
Throughout this article, I provide links to extensive free Copywriting Content. These links are to information about the copywriting techniques used within the Thought Bites. The Right Words if you please.
Follow the links in this article and you’ll get a darn good start on proving my claim that Better Writing Brings Better Results.
Most Marketing People Cannot Write, Says David Ogilvy
David Ogilvy, one of the legendary figures in advertising and copywriting said this, “[Businesses and Advertising Agencies] are infested with men and women who cannot write. They cannot write advertisements and they cannot write plans. They are as helpless as deaf mutes on the stage of the Metropolitan Opera”.
OK Dave, tell us how you really feel.
Does anyone want folks lie these in charge of your marketing message, tagline, and copy? I didn’t think so.
To Boost Conversion Rates, You MUST Know How To Write WELL
Instinctively you know that. But how do you do that?
- Get trained right.
- Accumulate an extensive library of copywriting videos, audios, pdfs giving you not only the WHAT to do, but also step-by-step, HOW to do it, and WHY it’s done that way.
- Get an armload of Checklists and Cheat Sheets you can refer to when you’re writing.
- Choose a person for your personal copywriting coach. A specialist who concentrates on one thing – How To Be A Better Copywriter. Get other coaches for other disciplines.
It’s even harder being a copywriter or marketer assigned the task of increasing conversion rates by 30%, if you haven’t been trained in HOW to write like a successful, experienced, and talented copywriter.
More Links For You To Follow
If you’re not sure you’re at that level…worry not, we can get you there.
- First download my super-secret, self-scoring, 20-question, Free Copywriter Aptitude Test. No one will know your answers but you. Not even me.
- Also, take a look at this short, but informative piece How To Write Copy.
- Lastly, take a gander at my website that has oodles of info and free content.
Great copywriters NEVER stop learning.
And some great copywriters NEVER stop teaching.
To your Amazing Success.