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Top-notch copywriting is very similar to having a great salesperson selling your products or services around the clock. By learning and using tried and trusted copywriting techniques (or by using a service to do it for you) you can significantly improve your conversion rates, i.e. you can turn a higher percentage of your website visitors into buyers. Below are a few tips on how to achieve this.
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What Will Drive Your Visitors To Convert?
Before they will buy anything, your visitors must already have a desire. That desire can be positive: they could e.g. be dreaming about something that will improve their social standing, or it can be negative: they want to quell a nagging about something.
There are various ways to find out what is driving your visitors. One example is to use an online survey. Another clever option is to study online customer reviews of products similar to yours on e.g. Amazon and similar sites to learn what people like about them. Then use that info in your copywriting.
Use Your Copywriting To Demonstrate You Have What They Want
Once you have a clearer idea of what potential customers really want, you are in a much better position to write the copy that will convert them into buyers. If with your copywriting you can convince the visitor that your product or service will fulfill that dream or put an end to that nagging fear, you have taken a major step towards turning him or her into a customer.
In the process, you have to explain to your audience why your product or service will better meet their needs than those of the competition. Explain how you meet the pain points that we mentioned in the point above. The key to marking them convert is explaining that you’ve got the answers to their problems (at a great price point).
Spend Time Crafting The Perfect Headline Copy
Research shows that you literally have 3 seconds to capture someone’s attention with your headline and get him or her to read further. Most people focus on the first three and the last three words of a headline, the stuff in between are often filtered out during the speed reading process.
Needless to say, if you mess up your headline, you’re not going to get the results you want. It should be one of your main areas of focus when optimizing for conversion rates.
So how can you write a headline that grabs attention? Here are a few tips:
Use relevant keywords
You need to find out which keywords are being used the most when people search for your product or service. Google Adwords’ Keyword Planner can help with that. Then use these keywords in your headlines. But not before you’ve read the next sentence.
Keep Your Copy clear
In your eagerness to stuff the headline with keywords, don’t let it become so bloated that it means nothing to anyone.
Keep Your Copy Specific
A title such as “6 Steps to launch a successful online business” is clear and specific. It will get more people to continue reading than something like this “Online businesses are great”.
In a world filled with marketing hype, numbers give certainty. A headline such as “17 Ways to increase your online sales by at least 21 per cent” sounds like a recipe for success, not a couple of very general and fairly useless tips.
Increase Your Conversion Rates By Keeping Your Copy Simple
Keep things simple and specific, without flowery language. Also, be personal: use words like ‘your’ and ‘you’ instead of formal language. And be targeted, don’t try to be all things to all men. If you sell eggs in New York, say so.
People don’t like being sold to consciously, so instead of talking about the product and explaining all of its amazing features that are going to revolutionize whatever sector you are in, talk about the client. Mention the issues that we discussed in the first point in this article. Don’t use jargon and buzzwords, we’re all tired of hearing how things are going to ‘automagically’ ‘disrupt’ and ‘make the world a better place’.
Keep it simple, keep it personal, and you’re already winning half the battle.
Call-to-Actions & Conversion Rates
So now you’ve grabbed the visitor’s attention, and he or she was interested enough to read what you have to say. Are you going to leave them dangling in mid-air? Hopefully not. The most important objective of your copywriting should be to get the visitor to take action. What that action is, will depend on the nature of your website.
If you want to improve your conversion rate, now is the time to be specific. The visitor should know exactly what the next step is, and he or she should be comfortable with that, so you have to put their mind at ease about a couple of things.
The CTA should explain what is going to happen when they click the button. It should be short, to the point, and simple (like we mentioned above), it should be irresistible to click.
If you ask for their email address, make sure to explain that you will never share their personal information with third parties. And if it’s a newsletter they’re signing up for, clearly explain that they will be able to easily unsubscribe at any stage. If you hit them straight with the ‘buy’ button, make sure they know that everything is encrypted and that there’s no chance their credit card data will end up in the wrong hands.
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