Writing Persuasion Funnels for Conversion. Avoid Waste Marketing

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…


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Check how Tatvic Analytics’s Data Analysis & Insights team increased Aegon Life’s website’s conversion rate by 5.3% by suggesting UI enhancements for the “Buy Now” Call to Action (CTA)

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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.
Check Out: Few Important Tips to Improve your Contact Us page

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 more examples:
Example: Setting your conversion copywriting goals

Example: Setting your conversion copywriting goals

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:


Example: Creating Unique Selling Proposition

Example: Creating Unique Selling Proposition

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
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.
Conversion Copywriting: Cialdini’s Six Principles of Persuasion

Conversion Copywriting: Cialdini’s Six Principles of Persuasion

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
Conversion Copywriting - Call to Action button

Conversion Copywriting - Call to Action button

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.
Why don’t you take a quick CRO maturity test and check your results
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.



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      To understand how to enhance A/B testing reports with Google Analytics, let's briefly cover what A/B testing is and how Google Optimize will help us in A/B Testing.

      What is A/B Testing?

      A/B Testing, also known as split testing, is an experiment for comparing two or more versions of web pages or apps to understand which version is performing better.  A/B testing is a method where two or more variants of a page or screen are shown to users on the basis of Audience definitions. Once the test is sent, statistical analysis determines which variant is performing better for a conversion goal defined.   A/B testing will help us enable the data-backed decision for testing the website optimization and shifting the business decision from “This might help us achieve the goal” to “This will help us achieve our goal”  So the major question now is, how do we proceed with A/B testing? There are various tools that help us with A/B Testing. This article focuses on one such tool called Google Optimize.  We will cover: 
      • Brief on Google Optimize
      • How we enhance A/B testing and reporting with Google Optimize and Google Analytics linking.

      How will Google Optimize help us in A/B Testing 

      Google Optimize is an online A/B Testing tool that enables us to run experiments with various approaches to delivering content. Optimize allows us to 
      • Test variants of web pages and see how they perform against a specific objective
      • Monitor the results of your experiment and identify the leading variant 
      • Work on conversion rate optimization. 
      There are four types of tests or experiments that can be performed in Google Optimize:
      1. A/B Testing
      2. Multivariate Test
      3. Redirect Test
      4. Personalization
      1) A/B Testing
      A/B testing is a randomized experiment using two or more variants of the same web page or app screen (Variant A and Variant B). Variant A is the original page and Variant B contains at least one variant that is modified from the original web page or screen.



      2) Multivariate Testing
      The test helps you understand the interactions between multiple sections of a page by testing them together in a coordinated way.  In multivariate tests, testing is done for two or more variant elements simultaneously to see which combination creates the best outcome. It identifies the most effective variant of each element as well as analyzes the interactions between those elements.



      3) Redirect Test
      The test allows you to test separate web pages against each other. In redirect tests, variants are identified by URL or path instead of an element(s) on the page. It is useful when you want to test two very different landing pages or a complete redesign of the page.



      4) Personalization Test
      It includes a set of changes made to your website for a specific group of visitors. Unlike experiments, personalizations can run forever and don't have variants. They're a single set of changes served to anyone who meets the targeting conditions.  Once we have found a leader in an experiment, we can deploy it to all of your visitors permanently, or use Optimize's powerful targeting capabilities to tailor your website to a specific group of visitors.



      How to read Optimize Reports?

      With the Optimize interface, we can read reports of Conversion Rate (CVR) for both the original and variant versions with regard to each goal set. This particular data set is linked to Google Analytics. Optimize Analysis Interface helps us with the probability of each variant to be best and decide the probability of variants to win



      Let us proceed on understanding how we can enhance our A/B testing with Google Analytics (GA)

      Use of Google Analytics Audiences for Google Optimize experiments

      Google Optimize has the capability to target audiences based on Device category, User behavior, Geography, technology, and such. Then why should we use Google Analytics Audiences if we already have so many targeting options in Google Optimize? 
      Let us take a use case to understand this better.
      If we are targeting audiences directly from the Google Optimize interface, it will be based on the next actionable step taken by the users. For instance, if we are targeting web users from the Ahmedabad city location, Google optimize will target the audiences based only on the current location (Ahmedabad)  and will not consider the past location. 
      What if the users were in Ahmedabad in the past 30 days but their current location is now, Mumbai? In such cases, Google Optimize will not show the experiment to such users. 
      With Google Analytics Audiences, we can target audiences on the basis of past behavior with a 30 to 90 days lookback window. For instance, creating an audience for users who were in Ahmedabad in the past 30 days and then targeting them will serve the requirement. 

      How to analyze Google Optimize experiments with Google Analytics Data? 

      Optimizing reporting is fine but what if I want to analyze some more metrics for any micro business KPI? Optimize provides us an opportunity to analyze each variant’s data on GA. All you need to do is create a segment from the Optimize interface and use it in GA.




      Once the segment is imported in GA, it can be used on all reports as per requirement, like user journey, interactions/clicks, pages, source/medium, etc. 
      As an alternative, Google Analytics also has some session scoped dimensions for optimizing tests which can be used for creating segment or custom reports.
      1. Experiment Name – User-generated name entered during experiment creation. e.g. "My Optimize Experiment".
      2. Experiment ID – A unique ID available in the information panel on the Optimize experiment details page. E.g. IzxbYxEfTeuq3bQqIAHB9g
      3. Experiment ID with Variant – The Experiment ID with the Variant ID appended to it. Available in the information panel on the Optimize experiment details page. e.g. IzxbYxEfTeuq3bQqIAHB9g:1
      Let’s take an example to understand what Google Analytics is capable of when it comes to analyzing user journeys for any eCommerce transaction or specific conversion event. For eCommerce conversion, finding drop-offs is quite easy with just an application of experiment segments on funnel reports. But what if you want to measure the conversions and drop-offs from a sticky CTA (that you have placed on the home page as your A/B test), how do we do that? 

      Let’s see how we do that. 

      Create a custom funnel with steps as per the journey and then apply the segment of experiment id with variant or Create sequential segments and apply them on the reports or charts. When we talk about all tests, we see their reports on Optimize Interface and GA both. But with the Personalization test, optimization reports show no reports. So then how do we measure the impact of personalization tests? Google Analytics again! Just use the audience that you have imported in Optimize as a segment in Google Analytics and analyze various reports' basis hypotheses. All we need to do is replicate the conditions of tests in GA and we have the data with us.

      Signing off…

      We hope this clears up a few of your queries on how to enhance and analyze Google Optimize experiment reports from Google Analytics UI as well as Google Optimize UI. We have additional useful information if you need to deep dive further, Tatvic Analytics’ has a Solution from Google Marketing Platform for Google Optimize 360. You may also comment and send queries.



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