The popular worldview is, Conversion Optimization equals UX/UI.
Well, perhaps it’s not! In addition to UX/UI, the good news is that you can do a bit, quite more in fact. As we all know, to be more effective, you need to attract attention, and keep it long enough to nudge the user for the desired action.
And looks alone can’t be the only factor. What else then?
Why not try conversion copywriting?
But persuasive conversion copywriting isn’t easy. However, if you understand the correct principles of persuasion, you can eliminate the guesswork. Create those elusive landing pages that have people lined-up to take action.
How do Conversion Copywriting or Persuasion Funnels Work?
It refers to writing copy for conversions that have a particular conversion goal in mind. A copywriter working on conversion copywriting focuses on a single action and uses familiar words, phrases, and value propositions to persuade readers to act. This is done, for example, on landing pages, product descriptions, ads, and other calls to action.
Conversion copywriting is an essential skill for any growth marketer to develop. It is a tactic that has gained high traction in improving marketing effectiveness.
So, if you ask, how to write a copy that converts! The best answer is: A compelling copy must do several things as soon as a visitor arrives at a website. Such as engaging them, communicating their unique selling proposition, and, most importantly, garner trust so that they will take the next step and convert.
A Conversion writer might test several versions of the work, conduct user research, and interact heavily with product teams. This is because they find the most effective ways to create a useful copy.
In this post, we’ll cover how to craft an effective conversion copywriting. Prepare a clear headline for your website or landing page, tactics for deciding on the words themselves, proving they’re doing their intended job, and how “logical leaps” should define what copy goes on a page.
Just in case you’re wondering what the conversion copywriting formula is!
Conversion copywriting differs from other forms of copywriting in that it requires the skills of a good storyteller, but also has a strong focus on numbers and metrics.
Conversion rate is calculated by the percentage of visitors who take a desired action on your site, (for eg. purchase or signing up to an email newsletter or so). If we put it this way, an an eg. if you have 1,000 unique visitors and 100 sign up for your product mailing list then you have a 10% conversion rate (100/1,000 = 10%).
Setting your conversion copywriting goals
Before you get started, it’s important to set goals. A goal is a specific objective that you want to achieve by a certain time (and hopefully with a certain level of success).
As a conversion copywriting example, if I was writing a copy for an eCommerce store selling t-shirts, one of my goals would be “increase sales.” But the goal isn’t the result—it’s just a step along the way. The result is actually when we’ve reached our goal: in this case, higher sales.
Here are some Conversion Copywriting Goal examples:
Copywriting for Conversion: Creating Unique Selling Proposition
In the world of marketing and sales, a unique selling proposition or USP is a compelling benefit that sets your product apart from its competitors.
Why does this matter? Because it allows you to stand out from the crowd and convert more visitors into customers.
Here are some examples of good USPs:
Here are some steps to creating your own:
- Come up with a few different benefits that your product offers that other similar products don’t have.
- Brainstorm how you can frame these benefits in a way that makes them compelling to potential customers—make sure they’re specific, relevant, and easy to understand.
- Narrow down your ideas so that there’s only one main benefit in each paragraph or section of copy—you want each part of the page to be focused on just one thing!
Examine Your Competition
The first step to drafting a great conversion copywriting is understanding who you’re writing for. You may be familiar with the phrase “target audience,”. This can mean different groups for different businesses. To get an idea of what your target audience might be like, try and understand their workday, pain points, and stage of their journey associated with our solution.
What queries do they have? Which specific keywords are associated with those queries? And which business/brand owners are solving their current needs with what content and campaigns. Take a closer look at how well each competitor ranks compared with one another using tools like SEMrush or Ahrefs.
Create content answering those questions. What, how, when, where….and who. The story is woven to create a narrative. Engaging and believable enough to nudge them from a state of being unaware, to aware, engage, consider, and trust to take action – a conversion.
Apply Cialdini’s Six Principles of Persuasion
According to Cialdini, six key elements affect shortcuts in decision-making, particularly concerning purchasing and consumption decisions.
The six key principles Cialdini identified are reciprocity, scarcity, authority, commitment and consistency, liking, and consensus (or social proof).
The main message that he delivers is that if you understand these six principles, then you can use them to your advantage. To persuade others to take a specific action or buy a particular product.
Throughout his work, he emphasizes the widely accepted concept that decision-making is effortful, so individuals use a lot of rules of thumb and heuristics (shortcuts) when deciding what to do, what to say, or how to act.
The Importance of Creating a Call to Action
The call to action is the part of the page where you tell people what to do next. It’s an important piece of the puzzle because it drives your user behavior. It also helps convert visitors into leads, customers, or both.
- Be clear and unambiguous: Make sure your CTA (call-to-action) is crystal clear. You can do this by providing a specific action that your audience should take next. Be sure they understand exactly what they need to do. To progress through their buying cycle or get more information about your product or service
- Stand out from the rest: Your call-to-action should stand out from everything else on the page. So make it big, bold, or loud enough for them not to miss it when scanning down a long webpage
Clear Writing is Persuasive Writing
At the end of the day, writing persuasive B2B copy doesn’t have to be complicated. The most powerful conversion tool is clarity. If you can communicate the value of your product, then people who are looking for that value are more likely to buy.
Painting a visual in words, we want to transport the user into the future and make them feel emotionally invested. Your goal is to make them, however briefly, feel their negative emotions vanish and be replaced by the positive emotions of the future you have created for them.
Earlier you learn to connect a user to your story, the sooner you’ll convert prospects into happy customers.