Our Top 10 Conversion Rate Optimization Copywriting Tips
When people land on your website, you want them to take action, whether purchasing a physical product, a course, or booking a call.
Consider that the human attention span is only eight seconds.
That's not much time to catch your reader's attention and get them to convert into a paying customer.
Do you want to see your conversion rate grow exponentially? Then write copy that persuades people to take action.
By tapping into the emotions of your site's visitors, you can encourage them to make a purchase. How to do this? Start by using these conversion rate optimization tips.
1. Provide Value to Potential Customers
If someone is going to spend time reading your copy, they need to learn from it. Teach them something that will benefit their life and prove useful.
Demonstrate your value proposition early on so people know how sticking around can benefit them.
Your value proposition is the reason customers should buy from you and not your competitors.
Consider the following: What do you do differently in your market? Why should a customer choose you over others?
An intelligent value proposition can make the difference between making a sale and people dropping out of your sales funnel.
Instead of telling potential customers, "We are the best", explain to them that "Our product won't let you down because" and include specific reasons.
If you want to improve your conversion rate, make customers aware of a pain point they perhaps didn't realize they had. Demonstrate how your business can solve that pain if they take the action you are persuading them to take.
2. Make Your Copywriting Concise
Nobody has the time to read paragraphs that are twenty sentences long. Do you want people to read your copy and convert into paying customers? Then make it easy for them.
Make it clear from the moment someone visits your website what it is you do.
Write sentences that don't ramble. Make your paragraphs short. Nobody wants to plow through a big block of text to understand why they should become your customer. Remember that short attention span!
Many people skim web pages to find the key points they are searching for. Only 16% of people read every word on a website. Make it easy for your site's visitors to get the message without reading everything.
Use to-the-point titles, power vocabulary, and highlight key points in bold or with images.
The way your page is designed will also help to portray your message to potential customers. Your branding is as essential for encouraging conversions as your copy.
3. Understand Your Customer
Do you want to write optimized copy that converts into paying customers?
Then have an understanding of who you are writing for. If you have a clear idea of who the customer you are writing for is, you will be able to speak to them directly.
Say you're a wellness company trying to get people to make healthier life choices. Use language that evokes a feeling of well-being for your reader.
For example, words such as rejuvenated, fresh, calm will encourage your reader to imagine a better version of themselves if they use your product.
Use language relevant to your audience if you want them to connect with what you are trying to sell them.
You also need to be aware of what your customer already knows. Have they already heard of your brand, or is this the first time they've clicked on your site? If they are first-time visitors to your site, you need to clarify what you sell.
Use tools such as Google Tag Manager to try different versions of your home page for different users. That way, you can keep users engaged at whatever stage of the funnel they come to your site.
With the right messaging, your site's visitors are much more likely to convert.
4. Use Strong Verbs and Fewer Adverbs
Don't waffle in your copy. Long, winding sentences can be challenging to read.
Verbs should be the focus of your sentences, not adjectives. For example, "Optimize your copy" is far superior to "Your copy can be much better than it is."now".
Using too many adverbs can make your writing sound weak and like you don't know what you are talking about. Minimize the use of adverbs. Instead, use powerful words that incite an emotional response from your readers.
Strong verbs provide commands and will make your reader aware of what you expect them to do while on your website. Power words can trigger emotions.
For example, "The life-changing benefits of working out".
Always write in the active voice rather than the passive and write directly to the reader. Yes, we're talking to you!
5. Create Clear Calls to Action
Want to win at conversion copywriting? Then your customers need to understand what you want from them.
How do they know what you want them to do? With clear guidance.
Make it obvious how you want your website visitors to convert. Don't confuse them with multiple options.
"Subscribe", "Buy now", and "Sign-up" are all regularly used Calls to Action.
They can be successful, but why not boost your conversions with copy that's more compelling? Tell customers the benefits they will get from taking that action and use social proof.
Here are some examples:
Blue is often used for call-to-action boxes due to its unconscious association with being a trustworthy color.
6. Create A Sense of Urgency
If you don't create urgency, people won't understand you want to take that action NOW. Use offers that are time-based.
Tell them they can only sign up for your course for 48 more hours before the doors close.
Creating urgency will discourage people from stalling in their conversion.
Your site's visitors will worry they may miss out on something that could change their life. Urgent calls to action will boost your conversion rate exponentially.
7. Use Emotion to Connect With Your Audience
People's decision-making process is driven by emotion. If you want to know how to write copy that converts, you need to understand user psychology and the emotions that drive people's actions.
Marketing is a data-driven science, after all.
Perhaps someone feels sad or inadequate. This may drive them to purchase something that will give them the power to make important changes in their life.
Take time to understand what drives the majority of your customers to purchase. Doing this will allow you to craft copy that speaks directly to the people reading it. You can feel their pain, share their joy.
Don't forget that a bit of humor can go a long way too. You don't need to be serious all the time to drive sales! Some of the best conversion copywriting is irresistible because it makes the reader laugh out loud.
8. Get Conversions With Questions
Another tried and tested strategy to convert potential customers is to ask them questions. Make them acutely aware of the pain point you are trying to help them solve.
Ask them to think of a time "x" happened, and are they fed up with the outcome?
Questions don't just work for website copy, but in advertising, too. Think of all the great ads you've seen. Don't they all start with a question?
Asking rhetorical questions will get readers thinking. Won't it?
9. Know Your Conversion Keywords
Part of your strategy to writing copy that converts should be researching keywords; you want to give people what they are looking for. If you can write to answer the questions people are searching for, you can improve your search ranking.
Search intent is important here too. If you can target keywords for people already looking to buy a product like yours, you will score easy conversions.
What do the search engines want? Quality, genuine content that is an authority on a topic.
Well researched content that considers relevant keywords has a higher chance of converting.
10. Test Your Conversion Strategies
Last but not least, A/B testing. To know which copy converts, you need to test it.
Change the wording you use, have two different calls to action. Track which version converts best. Only with data will you be able to see which of your copy strategies is most effective.
A/B testing is an incredible learning curve. Everyone should do it if they want to optimize the conversions on their website.
Want to Learn More About Conversion Rate Optimization?
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Of course, you are.
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It'll prove integral as you embark upon a new, exciting journey in copywriting.