Imagine one of your webpages for a moment. Are you absolutely sure you are communicating everything your customer needs to move to the next step? What if you are losing business because a portion of your customers don’t have enough information to make a decision to buy? In our next clinic, the MarketingExperiments team will reveal how one company captured 36% more total sales by adding a simple paragraph to its page. Along with this case study, you’ll learn: • How to diagnose your own page for copy problems • What types of changes you can make to already high-performing copy • The one thing your copy needs to state or imply before you talk about your product • More copywriting case studies from our library

1. Are You Missing Copy on Your Page?
How adding the right paragraph generated a 36% lift

2. We’re sharing on Twitter!
#WebClinic

3. Today's Speaker
Austin McCraw
Senior Editorial Analyst
MECLABS
@FlintsNotes
Austin McCraw joined the MECLABS research team in 2007 after
graduating from University of Florida's college of Journalism and
Communications. Since then, he has reviewed over 2,500 experiments,
written over 300 hours of training, and developed five professional
certification courses on the topics of offer response optimization and
value proposition. Currently, he works directly with Dr. Flint
McGlaughlin, Founder and Director of MECLABS, on his academic and
commercial writing projects. He lives in Florida with his wife and three
sons.

4. An Experiment

5. Experiment: Background
Experiment ID: TP1700
Record Location: MECLABS Research Library
Research Partner: [Protected]
Background: An organization that offers car repair products.
Goal: To increase overall product sales.
Research Question: Which page copy will generate the highest sales conversion rate?
Test Design: A/B multifactorial test

6. Experiment: Background
A central product
page template
connected to all
channels and
visited by all
prospects making
a purchase.
Specific Car Problem
Company
Car Part
Product
Product is
car issue you searched
fix the specific
car part.
This prod. has
specific car part problem searched
this product
PRODUCT
IMAGE
other specific part issues
Company
Product
Company
is
car part.

7. Experiment: Background
Specific Car Problem
The top-performing product template
page from multiple A/B test iterations.
Company
Car Part
Product
Product is
car issue you searched
fix the specific
car part.
This prod. has
specific car part problem searched
this product
Product
PRODUCT
IMAGE
Specific Car Problem
other specific part issues
Specific Car Problem
Company
Product
Company
is
car part.

8. Experiment: Control
Specific Car Problem
Company
Car Part
Product
Product is
car issue you searched
fix the specific
car part.
This prod. has
What copy is missing
from this page?
specific car part problem searched
this product
PRODUCT
IMAGE
other specific part issues
Company
Product
Company
is
car part.

9. Copywriting
Climax
SUB STORY
Climax
Falling Act.
Rising Act.
Resolution /Exposition
Resolution
Exposition
ACT 1
Beginning (The Setup)
ACT 2
Middle (The Confrontation)
ACT 3
End (The Resolve)
Peoples’ thoughts arrange themselves in a story, therefore
understanding your visitors’ thought sequences comes down
to understanding the basic structure of a story. Each part of
the conversion process can be tied to a story …

10. Experiment: Treatment
specific car part
spec. car part
Specific Car Problem
this product,
Company
Car Part
Product
Product is
car issue you searched
Company
fix the specific
below product.
car part.
This prod. has
The additional copy was placed at
the top of the page.
specific car part problem searched
Companythis product
PRODUCT
IMAGE
Specific Car Problem
other specific part issues
Car Part
Product
Product is
car issue you searched
fix the specific
car part.
It focused primarily on building the
problem.
This prod. has
specific car part problem searched
this product
Company
PRODUCT
IMAGE
other specific part issues
Product
Product
Company
car part.
car part.
Company
is
Company
is

11. Treatment Copy
specific car part
car part.
below product.

12. Side-by-Side
Control
Treatment
Specific Car Problem
Company
specific car part
spec. car part
Product
Car Part
Product is
fix the specific
this product,
car issue you searched
car part.
This prod. has
specific car part problem searched
this product
PRODUCT
IMAGE
specific car part
Company
below product.
car part.
other specific part issues
Specific Car Problem
Company
Product
Product is
car issue you searched
Car Part
fix the specific

13. Results
36% Relative Increase in Sales
The new page copy increased product sales by 36.1%
Conv. Rate
% Rel. Change
Version A
1.33%
Version B
1.81%
-36.1%
Stat. Conf.
95%

14. What You Need to Understand
F
Key Principles
1. Simply identifying a customer need does not inspire the need to act.

15. Treatment Copy
specific car part
specific car part
below product.

16. What You Need to Understand
F
Key Principles
1. Simply identifying a customer need does not inspire the need to act.
2. To inspire action, your copy must transform a customer need into a customer want.
This can be achieved by using one or more of three problem intensifiers.
1. Relevance
2. Importance
3. Urgency

17. Today’s Focus
We are going to examine how
you can use each problem
intensifier to evaluate and
optimize your copy.
Urgency

18. Relevance

19. Copywriting with Relevance
F
Key Principles
1. Relevance is the degree to which an offer
is connected to a recipient’s situational
motivations.
2. To enable relevance in your marketing
copy, you must identify with at least one
of two types for ideal prospects arriving
to your page:
•
•
Internal Relevance
External Relevance
Urgency

20. Copywriting with Relevance
Internal Relevance
External Relevance
• Personal interests
• Demographics
• Shopping habits
• Personality
• Communication styles
• Level of engagement
• Seasonality
• Special discounts
• Limited-time offers
• News events
• Competitive initiatives

21. Copywriting with Relevance
The original copy is focused
mainly on the solution, but
for the average person,
they may or may not know
if this is relevant to them.
Specific Car Problem
Car Part
Product
Product is
fix the specific
car issue you searched
car part.
This prod. has
PRODUCT
IMAGE
other specific part issues

22. Copywriting with Relevance
specific car part
The additional copy
specifically mentions
external events that may
have recently occurred.
Specific Car Problem
Car Part
Product
Product is
fix the specific
car part.
car issue you searched
car part.
This connects the solution
to a potentially relevant
problem they have just
experienced.
This prod. has
PRODUCT
IMAGE
other specific part issues
below product.

23. From Pending To This …
This,
Protocol ID:
From This
The copy briefly
connects to the relevant
issue of needing to
manage events …
… but then shifts focus
to generic product
features available to all
other event types.

24. From Pending To This …
This,
Protocol ID:
From This
An entire case study was
added to intensify the
motivation for the solution.
It did so by connecting
directly to the relevant
internal drivers of the
prospect.
44.1%
Increase in conversions

25. From TP1560b To This …
This,
Protocol ID:
Similar to the previous
example, the copy only
briefly connects to an
external problem.
From This

26. From TP1560b To This …
This,
Protocol ID:
49.5%
Increase in clickthrough
To This
The new copy spends
significantly more space
connecting to an issue of
external reference.
In addition, the change in
tone and over-emphasis on
the issues identifies with
their level of situational
frustration (internal).

27. Importance

28. Copywriting with Importance
F
Key Principles
1. Importance is the degree to which an offer is
essential to a recipient’s livelihood.
2. To enable importance in your marketing
copy, you must identify with an underlying
need in the recipient. Examples include:
•
•
•
•
Being safe
Meeting expectations (job, family, etc.)
A feeling of belonging
Self-affirmation
Urgency

29. Copywriting with Importance
In addition to addressing a need to know, the additional copy connects the problem
directly to a consequence in one or multiple needs (saving, safety).
specific car part
car part.
below product.

30. From TP1457 To This …
This,
Protocol ID:
From This
Do Your Federal Taxes Online For Free
Some points of
importance are not
entirely clear in the
customer’s eyes, and
the important points
may be deemphasized because
of the sequence.
• Most tax situations supported
• Step-by-step guidance makes it easy for first
time users
• Automatically double checks for errors and
guaranteed accuracy
• Easily upgrade if your taxes are more complex

31. From TP1457 To This …
This,
Protocol ID:
To This
Do Your Federal Taxes Online For Free
Customer
importance
is used to
simplify and
sequence
key points.
••
•
Most tax situations supported
G
Accurate calculations guarantee
We guarantee guidance makes or we’ll for first
Step by stepaccurate calculations it easy reimburse resulting IRS
penalties and
time users interest charges. Learn more
• Most tax forms supported for errors and
Automatically double checks
See a full list of tax forms
guaranteed accuracy supported by our free product. View list
• Easily upgrade if your taxes are more complex
• Step by step guidance
Our straight-forward Q&A process makes it easy to start and finish
your return online.
• Automatically double checks for errors
95%
Increase in conversion
Our program automatically double-checks your return and alerts you
if it finds any errors or incomplete actions.
Copy is
added to
each point to
intensify the
connection
with the
customer.

32. From TP3056 To This …
This,
Protocol ID:
From This
LOGO
procedure
Get back to
Web URL
LOGO
procedure
Get back to
Web URL
LOGO
LOGO
procedure
Getbackto
Web URL

33. From TP3056 To This …
This,
Protocol ID:
To This
New copy is added to
highlight an issue of extreme
importance to ideal
customers (safety).
LOGO
procedure
Body
Get back to
spec. procedure for
Web URL
LOGO
Existing copy is deemphasized and sequenced
after.
procedure
Body
Get back to for
spec. procedure
16%
Web URL
Increase in clickthrough
LOGO
LOGO
118%
Increase in conversion
Body
procedure
spec. procedure for
Getbackto
Web URL

34. Urgency

35. Copywriting with Urgency
F
Key Principles
1. Urgency is the degree of immediacy
associated with an offer imposed by
either the recipient’s situation or the
nature of the offer itself.
2. To enable urgency in your marketing
copy, you must draw from at least one of
two types:
•
•
Natural Urgency
Artificial Urgency
Urgency

36. Copywriting with Urgency
The new copy leverages the natural urgency created with the unexpected by stating
“ignoring these symptoms can lead to … ”
Also, by making
ordinary consumers
aware of the
unseen, the natural
urgency to act
increases.
specific car part
car part.
below product.

37. From TP1512 To This …
This,
Protocol ID:
From This

38. From TP1512 To This …
This,
Protocol ID:
The same style
of copy is
added for
intensification.
To This
The copy is
rewritten to imply a
need for immediate
action (artificial
urgency).
Get all of your favorite PLUS features back when you upgrade:
42.7%
Increase in conversion
Keep using limited basic

39. From TP1887 To This …
This,
Protocol ID:
From This
LOGO
access to all our content

40. From TP1887 To This …
This,
Protocol ID:
To This
content
LOGO
access to all our content
to all of our content
The offer page is transformed
into a triggered pop-over.
The copy is rewritten to imply a need for
immediate action (artificial urgency).
71%
Increase in conversion

41. Review

42. Summary: Putting it all together
F
Key Principles
1. Simply identifying a customer need does not inspire the need to act. The problem
must be intensified so it is properly felt by customers.
2. To inspire action, your copy must transform a customer need into a customer want.
This can be achieved by using one or more of three problem intensifiers:
•
•
Relevance: The degree to which an offer is connected to a recipient’s situational
motivations.
Importance: The degree to which an offer is essential to a recipient’s livelihood.
•
Urgency: The degree of immediacy associated with an offer.

43. See how you can conduct research with us …
MECLABS conducts rigorous experiments in the new science of optimization. We apply our
discoveries to help leaders optimize the financial performance of their sales and
marketing programs.
Learn more about how you may
be a fit for a MECLABS research
partnership:
• Select Research Partnership
Opportunities on the postwebinar survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
x

44. Live Optimization
Landing Pages

45. Live Optimization
Split Second Virtual
Primary Audience: B2B calling
Primary Objective: To get a click through
http://bit.ly/1hHgsOw
#WebClinic

47. Live Optimization
Royal Oak Dental
Primary Audience: B2C Services
Primary Objective: To get patient to schedule
appointment online
http://bit.ly/19tZgIU
#WebClinic

49. Live Optimization
Xero Shoes
Primary Audience: B2C Sales
Primary Objective: Get people on the path of
collecting pre-purchase info, or move to make
a purchase
http://bit.ly/Hwl8sP
#WebClinic

52. Live Optimization
Xero Shoes
Primary Audience: Humanitarians
Primary Objective: Get registrants
http://bit.ly/1dHENBc
#WebClinic

55. Live Optimization
Loffler
Primary Audience: B2B IT solutions
Primary Objective: inform customers about
what we do and make it easy for them to find
what they are searching for
http://bit.ly/1b6PUzG
#WebClinic