Strengthen Your Copy in 35 minutes:Proven strategies to boost the effectiveness of your words

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Today’s speakers

Austin McCrawSenior Director, Content Production,MECLABS Institute

Kylie HyerCurriculum DesignManager,MECLABS Institute

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Which version will win?Version A Version B

36%Conversion

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Which version will win?Version B

Version A

188% Increase In Conversion

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Which version will win?Version A Version B

Conversion

330%Conversion

How Copy Relates to Thought Sequences and Story

People’s thoughts arrange themselves into a story. Therefore, understanding your customer’s thought sequence comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to story.

Exposition

Climax

Resolution

Beginning (The Setup) Middle (The Confrontation) End (The Resolve)ACT 1 ACT 2 ACT 3

Climax

Rising Act.

Resolution

Falling Act.

Exposition

SUB STORY

In today’s clinic, we will discuss five discoveries that will help you strengthen your copy.

Today’s Focus

Strengthen Your Copy

Key Discoveries

1. You have only seven seconds to arrest the attention of your prospect.

Lead With Value

Though the term “Dedicated Servers” was used several times in the existing copy, none of the instances detailed the value of the product.

This new version utilizes copy that detailed the credibility and exclusivity of the product being offered.

From this

To this

188%Conversion

Lead With Value

To this

From this

The original headline asks customers to complete a difficult form without first orienting them or giving them a compelling reason to do so.

The new headline better emphasizes what customers “get” for signing up.

Conversion103%

Lead With Value

SUBJECT: Get the NEW [Name] for 50% off

SUBJECT: Save 50% on your choice of two new subscription options

FROM THIS TO THIS

Design Open Rate Relative Change

Get the NEW [Name] for 50% off 15.9% --

Save 50% on your choice of two new subscription options

21.1% 32.7%

Increase in Open Rate33%

Strengthen Your Copy

Key Discoveries

1. You have only seven seconds to arrest the attention of your prospect.

2. Never present the solution before building the problem.

Experiment IDs: [Protected]Record Location: MECLABS Research LibraryTest Protocol Number: TP1700

Background: An organization that offers a single car repair product for a specific problem.

Goal: To increase overall product sales.

Research Question: Which page copy will generate the highest sales conversion rate?

Test Design: A/B multi-factorial test

Experiment: Background

Experiment: Control

Headline: [Company name] Repairs [Problem] In Just One Hour

Customer Problem Questions:

Does my car have a blown head gasket?

How do I know it is blown?

What are the consequences of a blown head gasket?

Experiment: Treatment

Headline: [Company name] Repairs [Problem] In Just One Hour

Customer Problem Questions:

Does my car have a blown head gasket?

How do I know it is blown?

What are the consequences of a blown head gasket?

Headline: Does your car have a blown head gasket?

Does my car have a blown head gasket

How do I know it is blown?

What are the consequences of a blown head gasket?

Experiment: Treatment

Headline: Steel Seal Repairs Broken Head Gaskets In Just One Hour

Customer Problem Questions:

Does my car have a blown head gasket?

How do I know it is blown?

What are the consequences of a blown head gasket?

Experiment: Treatment

Design Conversion Rate Relative Difference

Version A 1.33% -

Version B 1.81% 36.1%

Relative Increase in Sales36%The new page copy increased product sales by 36.1%.

Experiment: Results

! What you need to understand:By significantly escalating the problem, the Treatment page generated a 36% relative increase in product sales.

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Strengthen Your Copy

Key Discoveries

1. You have only seven seconds to arrest the attention of your prospect.

2. Never present the solution before building the problem.

3. Clarity trumps persuasion.

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Experiment: Control

• The headline is company-centric and doesn’t clearly state the value of the product.

• The copy fails to note specific points of value.

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Experiment: Treatment

• The new headline and sub-headline clearly describe exactly what customers get.

• Bullets are used to emphasize the valuable features of the service in an easy-to-read format.

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Experiment: Side-by-sideTreatmentControl

103%Conversion

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Design Conversion Rate

Control 1.00%

Treatment 2.03%

% Relative Change: 103%

Relative Increase in Free Trials103%By implementing more effective copy that clearly presents the value proposition, the Treatment outperformed the Control by 103%.

Experiment: Results

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Clarity Trumps PersuasionFrom this

The original headline utilizes a creative ask, but lacks specificity about the actual product.

This revised headline clearly describes exactly what is being offered.

To this

330%Conversion

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Strengthen Your Copy

Key Discoveries

1. You have only seven seconds to arrest the attention of your prospect.

2. Never present the solution before building the problem.

3. Clarity trumps persuasion.

4. Be ruthlessly unsentimental with your copy.

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Background: A company offering professional financial advice to investors and consumers.

Goal: To increase marketable email captures in the subscription process.

Research Question: Which page will have the highest email capture rate?

Test Design: A/B multi-factorial split test

Company: (Protected)Record Location: MECLABS Research LibraryExperiment ID: TP2011

Experiment: Background

Experiment: Treatments

16.52% 19.95% 23.14% 25.40%

Conversion increases as page-length decreases

Control T1 T2 T3

54%Increase In Conversion

Copy Length

The original form is long and doesn’t call out specific points of value.

The new form is significantly shorter and focuses only on the key points of value.

Not this But this

43%Increase In Conversion

Copy Length

Not this But this

138%Increase In Conversion

The original form is long and doesn’t call out specific points of value.

The new form is significantly shorter and focuses only on the key points of value.

When does long copy outperform short copy?

Copy Length

• Average short-form page template with a rotating banner.

• Call-to-action is on the right hand side and “above the fold.”

Control

Copy LengthTreatment — Top

Copy LengthTreatment — Middle

Copy LengthTreatment — Bottom

Copy Length: Side-by-sideTreatment

Control

220%Conversion

Design Conversion Rate Relative Difference

Control 0.78% -

Treatment 2.48% 220%

Increase in Total Conversions220%The new page copy length increased total conversions by 220%.

! What you need to understand:By increasing the amount of information presented on the page, the Treatment page generated a 220% relative increase in conversion.

Copy Length

Remember: Smaller asks benefit from shorter copy; larger asks require more.

!

Copy Length

Strengthen Your Copy

Key Discoveries

1. You have only seven seconds to arrest the attention of your prospect.

2. Never present the solution before building the problem.

3. Clarity trumps persuasion.

4. Be ruthlessly unsentimental with your copy.

5. Asks must align with expectations.

Experiment: Control

Experiment: Treatment

Experiment: Side-by-sideTreatment

Control

104%Conversion

Asks Must Align With Expectations

To thisFrom this

7%In Clicks

125%In Conversions

Asks Must Align With Expectations

To thisFrom this

548%In Conversions

Does my copy immediately arrest the attention of the prospect?

Am I sufficiently building the problem before presenting the solution?

Does my copy clearly express the value of my offer?

Am I using the proper amount of copy relative the magnitude of my ask?

Does my call-to-action align with the expectations of my prospect?

Checklist: Strengthen your copy