SlideShare ist ein Scribd-Unternehmen logo
1 von 44
Downloaden Sie, um offline zu lesen
Copywriting on Tight Deadlines:
How ordinary marketers are achieving 103% gains with a
step-by-step framework (plus live optimization)
Join the conversation on Twitter




               #webclinic

  #webclinic
Today’s team


               Dr. Flint McGlaughlin   Jon Powell
               Managing Director       Senior Manager
                                       Research and Strategy




               Paul Cheney
               Editorial Analyst




  #webclinic
Background and Test Design


          Experiment ID: Encyclopedia Britannica
           Location: MarketingExperiments Research Library


 Research Notes:

   Background: Well-known B2C company offering an online encyclopedia
   subscription product
   Goal: To get visitors to sign up for a free trial
   Primary research question: Which landing page will have the highest
   subscription rate?
   Test Design: A/B split test (variable cluster)


                                                                         4


  #webclinic
Experiment: Control              Control

Original Landing Page:

 • The headline does not
   communicate the value
   proposition

 • The “member benefits,”
   which are primary selling
   points, are in a separate
   column, not directly in the
   customer’s eye path

 • The images on the left and
   bottom do not help
   communicate anything
   about the service or why
   they should try it
                                           5


    #webclinic
Treatment
Experiment: Treatment
Treatment Landing Page:

 • The new headline and sub-
   headline describe exactly
   what you get

 • Bullets are used to
   emphasize the valuable
   features of the service in an
   easy-to-read format

 • The new image is clearer
   and includes a caption that
   re-emphasizes the value
   proposition



                                               6


    #webclinic
Treatment
Experiment: Treatment
Treatment Landing Page:

 • Activate Your Free Trial” is
   used instead of “Please
   Enter Your Billing
   Information” or “Subscribe
   Now” messaging

 • Savings over the print
   edition instantly shows the
   customer the “value”

 • Button copy emphasizes the
   “receiving” aspect of the
   transaction instead of
   “giving” language such as
   “submit”
                                              7


    #webclinic
Experiment: Side-by-side
               Original    Treatment




                                       8


  #webclinic
Experiment: Results

                103% Increase in Conversion
                The Treatment generated 103% more free trial sign ups than the control



                       Versions                       CR         Rel. diff   Stat. Conf

      Control                                        1.00%           -            -

      Treatment                                      2.03%         103%               95%



   What you need tovalue proposition, the treatment out-performed theand
    clearly stating the
                        understand: By cutting meaningless “power copy”

        control by 103%.




  #webclinic
What we discovered

F    Key Principles

  1. When it comes to crafting effective copy, clarity trumps persuasion.

  2. In order to achieve clarity, you must synchronize your copy to the
     thought sequences of the reader.

  3. Human thoughts tend to arrange themselves in story. Therefore
     synchronizing your copy to the visitor’s thought sequence requires a
     story-based framework.




  #webclinic
How can I write effective copy without
             ?
                 working late?




                                                          11


#webclinic
Today we are going to learn a step-by-step copywriting
   framework that busy marketers can use to consistently
   write effective copy.




                                                            12


#webclinic
How People Tend to Think
                  SUB STORY                                                            Climax

                 Climax
                                   Falling Act.


   Rising Act.



                     Resolution /Exposition




                 Exposition                                                                                Resolution
                          ACT 1                                    ACT 2                         ACT 3
                 Beginning (The Setup)                    Middle (The Confrontation)        End (The Resolve)




                                                  People’s thoughts tend to arrange themselves in story,
                                                  therefore understanding your visitor’s thought sequence
                                                  comes down to understanding the basic structure of a story.
                                                  Each part of the conversion process can be tied to story…


  #webclinic
How story connects to the conversion process
                                                                     Climax




       Exposition                                                                        Resolution
                 ACT 1                           ACT 2                         ACT 3
       Beginning (The Setup)            Middle (The Confrontation)        End (The Resolve)



 The Exposition: As it relates to conversion, the main story is usually set up in the channels
 (PPC, Email, Banners, etc.). The overarching goal of this step is to engage the visitor, start
 building the problem, and lead them deeper into the conversation. Keep in mind there is a
 sub-story surrounding step-level conversion goal (getting them to click the ad, etc.).



  #webclinic
How story connects to the conversion process
                                                                     Climax




       Exposition                                                                        Resolution
                 ACT 1                           ACT 2                         ACT 3
       Beginning (The Setup)            Middle (The Confrontation)        End (The Resolve)



 The Rising Action: As it relates to conversion, the rising action is intensified mainly through
 the landing page. The overarching goal is to continue intensifying the problem and present
 your value as the unique solution. Keep in mind there is a sub-story surrounding step-level
 conversion goal (getting them to click the ad, etc.).



  #webclinic
How story connects to the conversion process
                                                                     Climax




       Exposition                                                                        Resolution
                 ACT 1                           ACT 2                         ACT 3
       Beginning (The Setup)            Middle (The Confrontation)        End (The Resolve)



 The Climax: As it relates to conversion, the climax happens at the point of decision for the
 main conversion objective (to buy, submit information, etc.). Most of the time this happens
 at the call-to-action on the landing page, where the rising action is at the highest intensity.




  #webclinic
How story connects to the conversion process
                                                                     Climax




       Exposition                                                                        Resolution
                 ACT 1                           ACT 2                         ACT 3
       Beginning (The Setup)            Middle (The Confrontation)        End (The Resolve)



 The Falling Action: As it relates to conversion, the falling action occurs after the conversion
 commitment has been made, and consists of all the steps that might be required to
 actualize the decision (filling out payment info, shipping info, etc.). The falling action might
 be virtually absent if the payoff on the conversion commitment is actualized immediately
 (free digital offers, etc.).


  #webclinic
How story connects to the conversion process
                                                                    Climax




  Thank you




        Exposition                                                                      Resolution
                  ACT 1                         ACT 2                         ACT 3
        Beginning (The Setup)          Middle (The Confrontation)        End (The Resolve)



 The Resolution: As it relates to conversion, the resolution occurs when the visitor is aware
 of and satisfied with the completion (or actualization) of the value exchange. The goal is to
 reassure the visitor that the problem has been solved by their decision.




  #webclinic
Connecting to Copy




     ?         So, how does story help me write clear copy?



    ANSWER: By knowing where each copy element falls in the “the story,” you
    can carefully craft each word, sentence and paragraph to specifically match
    the visitor’s thought sequence.




  #webclinic
Optimization Summit 2011 Example




               What’s wrong with this page?

  #webclinic
Optimization Summit 2011 Example




               What’s wrong with this page?

  #webclinic
Optimization Summit 2011 Example
               Original Draft                                    Optimized Final




                     Every piece of copy doesn’t have to be a masterpiece, but
                                 every piece of copy must be clear.




  #webclinic
Optimization Summit 2011 Example: Results

                                   180
               # of Tickets Sold   160
                                   140
                                   120
                                   100                                                                 Projected
                                    80                                                                 Actual
                                    60
                                    40
                                    20
                                    0
                                         14   13   12    11   10   9   8   7   6   5   4   3   2   1

                                                        Weeks Out from the Event



     What thanneed to understand: The optimized final landing page eventually
      more
           you
               twice the amount of tickets than originally projected,
                                                                      generated

        leading to a completely sold out event.



  #webclinic
Optimization Summit 2011 Example: Results




                                    Working from the
                                     framework, our
                                copywriters were able to
                                  book every seat at the
                                 summit without writing
                                      flawless copy.




  #webclinic
Introduction: The 3-step framework
                Exposition


                                      In the same way there are three acts in
                                      a story, there are three steps to crafting
                                      compelling copy for (in this case) a
                                      landing page.
                  Example landing
                 page from recent
                optimization summit
                                       STEP 1: Create your exposition
               Rising Action
                                       STEP 2: Create your rising action

                                       STEP 3: Create your climax/resolution




                   Climax

  #webclinic
Step 1: Create your exposition
                                                                    Story click: Luke
                                                                  discovers The Force
                                                                      & his destiny




    Opening chase scene


        In a story, the exposition does two things:
               1. Captures the audience’s attention
               2. Sets the stage for rest of story by achieving
                  “story click.”




  #webclinic
Step 1: Create your exposition




        On a landing page, the exposition is achieved through:

               1. An attention capturing headline
               2. A first paragraph with an obvious “story click.”




  #webclinic
Step 1: Create your exposition

The Headline

• The role of a landing
  page headline is to
  arrest the visitors
  attention and get them
  into the first paragraph.

• Our testing suggests
  two effective strategies:

  1. Making a Promise
  2. Identifying a Problem




    #webclinic
Step 1: Create your exposition

The First Paragraph

• The goal of the first
  paragraph is to get the
  visitor into the
  conversation. You do
  this by ensuring you
  answer three questions:

  1. Where am I?
  2. What can I do here?
  3. Why should I do it?
                            IMPORTANT NOTE: “Story click” occurs when all of
• You must answer “what”    those questions have been addressed.
  before answering “why.”




     #webclinic
Step 1: Where’s the story click?




  #webclinic
Step 1: Where’s the story click?




  #webclinic
Step 2: Create your rising action
                                                             Intensifying fight scene




  Obi-Wan fights Darth
  Vader. Vader wins.




          In a story, the rising action serves to intensify the problem.

          Rising action is marked by things like fight scenes, plot twists,
          character insights, etc.



  #webclinic
Step 2: Create your rising action
                                    Web Page – Body Copy


 • On a landing page, most
   of the page copy will
   serve to intensify the
   problem and the
   solution.

 • We do this with five copy
   elements that we call
   “intensifiers”: proofs,
   features, benefits,
   incentive, and urgency.




  #webclinic
The Rising Action
Intensifiers

Proofs: Specific statements – usually
quantified – that bring credibility to
the value proposition. (e.g., “10,000
landing pages tested…”)

Benefits: Specific statements that
demonstrate how the main value
will benefit the visitor’s current
situation. (e.g., “Optimize your
conversion processes…”)

Features: Specific statements that
provide the tangible details of the
offer (e.g., “Attendees will receive
benchmarks and analysis from X…”)




     #webclinic
Step 2: Create Your Rising Action
Intensifiers

Incentive: An appealing
element you introduce to
stimulate a desired action (e.g.,
“All attendees will receive a
copy of Bob Heyman’s new
book…”)

Urgency: An element of
constraint you introduce to
stimulate a desired action
within a specific time-frame.
(e.g., “reserve you ticket today
and save $200”)




     #webclinic
The Rising Action: Internal vs. external

IMPORTANT NOTE: All five of these copy elements can appeal to both the internal
and external challenges and triumphs of the character.

  External Story:
                                 The boss wants me to fix our metrics problems
   Save the World




  Internal Story:
Become a Jedi Master
                                          I’d like to advance my career




  #webclinic
Step 3: Create your climax/resolution
       Climax: Death Star explodes,
                rebels win.




       In a story, the climax is the single event that everything builds toward.




  #webclinic
Step 3: Create your climax/resolution


                                      Web Page – Call to Action




               On a landing page, the climax is the main call to action.

               The goal is to lead the visitor to (and through) the pivotal decision.




  #webclinic
Step 3: Create Your Climax
• Four questions to ask
  yourself about your call-
  to-action (CTA):

 1. Is your CTA clearly visible?

 2. Does your CTA imply value,
    immediacy, or urgency?

 3. Does it come in the right time
    in the thought
    sequence/story?

 4. Does your CTA ask or assume?




   #webclinic
Summary: Putting it all together
                Exposition
                                                                                         Climax




               Rising Action
                   Proofs

                  Benefits     Exposition                                                                             Resolution

                                         ACT 1                       ACT 2                              ACT 3
                                    Beginning (The Setup)   Middle (The Confrontation)            End (The Resolve)


                  Features

                 Incentive
                                Overall, just like in a good story, each
                  Urgency       part of the copy must be properly
                                sequenced to match the visitor’s
                                natural flow of thought.


                  Climax

  #webclinic
Live Optimization




                    41


#webclinic
Marketing Team Training Week




               MECLABS.com/TrainingWeek

                                          42


  #webclinic
Live Optimization     Submission #1




 www.indeck.com/
 rental_boilers.asp




                                      43


  #webclinic
Sign Up for our Next Clinic…




       If you would like to sign up for the next Web Clinic,
       please visit:

       MarketingExperiments.com/WebClinic




  #webclinic

Weitere ähnliche Inhalte

Was ist angesagt?

Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...MarketingExperiments
 
Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...MarketingExperiments
 
Personalized Messaging Tested: How little changes to an email send led to a 3...
Personalized Messaging Tested: How little changes to an email send led to a 3...Personalized Messaging Tested: How little changes to an email send led to a 3...
Personalized Messaging Tested: How little changes to an email send led to a 3...MarketingExperiments
 
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...MarketingExperiments
 
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
 
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...MarketingExperiments
 
Brand Design Tested: How simple changes in page element aesthetics led to a 5...
Brand Design Tested: How simple changes in page element aesthetics led to a 5...Brand Design Tested: How simple changes in page element aesthetics led to a 5...
Brand Design Tested: How simple changes in page element aesthetics led to a 5...MarketingExperiments
 
Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
 
Landing Page Optimization: 10 resources to get you started
Landing Page Optimization: 10 resources to get you startedLanding Page Optimization: 10 resources to get you started
Landing Page Optimization: 10 resources to get you startedMarketingExperiments
 
How You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value PropostionHow You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value PropostionMarketingExperiments
 
Category Pages That Work: Recent research reveals design changes that led to ...
Category Pages That Work: Recent research reveals design changes that led to ...Category Pages That Work: Recent research reveals design changes that led to ...
Category Pages That Work: Recent research reveals design changes that led to ...MarketingExperiments
 
Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%MarketingExperiments
 
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...MarketingExperiments
 
Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...MarketingExperiments
 
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...MarketingExperiments
 

Was ist angesagt? (20)

Hidden Friction
Hidden FrictionHidden Friction
Hidden Friction
 
Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...Increasing User Engagement: How one company tested its site navigation and in...
Increasing User Engagement: How one company tested its site navigation and in...
 
Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...Does Fear-based Marketing Work: How one company saw a $45 million increase in...
Does Fear-based Marketing Work: How one company saw a $45 million increase in...
 
Converting PPC Traffic
Converting PPC TrafficConverting PPC Traffic
Converting PPC Traffic
 
When Should You Reveal Price?
When Should You Reveal Price?When Should You Reveal Price?
When Should You Reveal Price?
 
Personalized Messaging Tested: How little changes to an email send led to a 3...
Personalized Messaging Tested: How little changes to an email send led to a 3...Personalized Messaging Tested: How little changes to an email send led to a 3...
Personalized Messaging Tested: How little changes to an email send led to a 3...
 
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
Site Banners Tested: How Minor Changes led to a 433% increase in clickthrough...
 
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...
 
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...
 
Brand Design Tested: How simple changes in page element aesthetics led to a 5...
Brand Design Tested: How simple changes in page element aesthetics led to a 5...Brand Design Tested: How simple changes in page element aesthetics led to a 5...
Brand Design Tested: How simple changes in page element aesthetics led to a 5...
 
Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...Optimizing Email Capture: How a simple form change led to a 364% increase in ...
Optimizing Email Capture: How a simple form change led to a 364% increase in ...
 
When Should You Send An Email
When Should You Send An EmailWhen Should You Send An Email
When Should You Send An Email
 
Email copywriting slideshare
Email copywriting slideshareEmail copywriting slideshare
Email copywriting slideshare
 
Landing Page Optimization: 10 resources to get you started
Landing Page Optimization: 10 resources to get you startedLanding Page Optimization: 10 resources to get you started
Landing Page Optimization: 10 resources to get you started
 
How You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value PropostionHow You Can Use Email to Discover the Essence of Your Value Propostion
How You Can Use Email to Discover the Essence of Your Value Propostion
 
Category Pages That Work: Recent research reveals design changes that led to ...
Category Pages That Work: Recent research reveals design changes that led to ...Category Pages That Work: Recent research reveals design changes that led to ...
Category Pages That Work: Recent research reveals design changes that led to ...
 
Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%Landing Page Optimization: Adding a simple short form increased leads 40%
Landing Page Optimization: Adding a simple short form increased leads 40%
 
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
Leveraging Content to Generate Leads: 3 simple tactics one company used to ac...
 
Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...Display Ad Optimization: How to lower your CPA consistently with the right co...
Display Ad Optimization: How to lower your CPA consistently with the right co...
 
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78%...
 

Ähnlich wie Copywriting on Tight Deadlines

Optimizing Shopping Carts for the Holidays
Optimizing Shopping Carts for the HolidaysOptimizing Shopping Carts for the Holidays
Optimizing Shopping Carts for the HolidaysMarketingExperiments
 
ME - Product pages tested
ME - Product pages testedME - Product pages tested
ME - Product pages testedĐịnh Lê
 
ME - Product Pages Tested
ME - Product Pages TestedME - Product Pages Tested
ME - Product Pages TestedĐịnh Lê
 
How Do Website Colors Impact Conversion?
How Do Website Colors Impact Conversion?How Do Website Colors Impact Conversion?
How Do Website Colors Impact Conversion?MarketingExperiments
 
Presentación Christophe Ginisty Congreso PRORP 2011
Presentación Christophe Ginisty Congreso PRORP 2011Presentación Christophe Ginisty Congreso PRORP 2011
Presentación Christophe Ginisty Congreso PRORP 2011PRORP México
 
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
 
ME - Does 'green marketing' really work
ME - Does 'green marketing' really workME - Does 'green marketing' really work
ME - Does 'green marketing' really workĐịnh Lê
 
Facebook Analytics Presentation
Facebook Analytics PresentationFacebook Analytics Presentation
Facebook Analytics PresentationAttensity
 
Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
Conversion Confererence - B2B Landing Pages - FutureNow & Ion InteractiveConversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
Conversion Confererence - B2B Landing Pages - FutureNow & Ion InteractiveHoward Kaplan
 
Selling lean development
Selling lean developmentSelling lean development
Selling lean developmentwozmir
 
Acxiom Interactive Marketing Summit 2011- Real-World Perspectives on Real Ti...
Acxiom Interactive  Marketing Summit 2011- Real-World Perspectives on Real Ti...Acxiom Interactive  Marketing Summit 2011- Real-World Perspectives on Real Ti...
Acxiom Interactive Marketing Summit 2011- Real-World Perspectives on Real Ti...Acxiom Corporation
 
How To Write A Good Conclusion. Online assignment writing service.
How To Write A Good Conclusion. Online assignment writing service.How To Write A Good Conclusion. Online assignment writing service.
How To Write A Good Conclusion. Online assignment writing service.Gladys Cepparulo
 
Translating Customer Engagement From Strategy To Action
Translating Customer Engagement   From Strategy To ActionTranslating Customer Engagement   From Strategy To Action
Translating Customer Engagement From Strategy To ActionMarcus Tewksbury
 
Project Deliverables For The Fire Management Display Kit...
Project Deliverables For The Fire Management Display Kit...Project Deliverables For The Fire Management Display Kit...
Project Deliverables For The Fire Management Display Kit...Lynn Holkesvik
 
Yes But What Do We Do?
Yes But What Do We Do?Yes But What Do We Do?
Yes But What Do We Do?John Caswell
 

Ähnlich wie Copywriting on Tight Deadlines (20)

263% Higher Conversion
263% Higher Conversion263% Higher Conversion
263% Higher Conversion
 
Quick Win Clinic (Part I)
Quick Win Clinic (Part I)Quick Win Clinic (Part I)
Quick Win Clinic (Part I)
 
Optimizing Shopping Carts for the Holidays
Optimizing Shopping Carts for the HolidaysOptimizing Shopping Carts for the Holidays
Optimizing Shopping Carts for the Holidays
 
ME - Product pages tested
ME - Product pages testedME - Product pages tested
ME - Product pages tested
 
ME - Product Pages Tested
ME - Product Pages TestedME - Product Pages Tested
ME - Product Pages Tested
 
How Do Website Colors Impact Conversion?
How Do Website Colors Impact Conversion?How Do Website Colors Impact Conversion?
How Do Website Colors Impact Conversion?
 
Homepage Optimization Applied
Homepage Optimization Applied Homepage Optimization Applied
Homepage Optimization Applied
 
Subject Lines Tested
Subject Lines TestedSubject Lines Tested
Subject Lines Tested
 
Presentación Christophe Ginisty Congreso PRORP 2011
Presentación Christophe Ginisty Congreso PRORP 2011Presentación Christophe Ginisty Congreso PRORP 2011
Presentación Christophe Ginisty Congreso PRORP 2011
 
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
 
ME - Does 'green marketing' really work
ME - Does 'green marketing' really workME - Does 'green marketing' really work
ME - Does 'green marketing' really work
 
Facebook Analytics Presentation
Facebook Analytics PresentationFacebook Analytics Presentation
Facebook Analytics Presentation
 
Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
Conversion Confererence - B2B Landing Pages - FutureNow & Ion InteractiveConversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
 
Selling lean development
Selling lean developmentSelling lean development
Selling lean development
 
Acxiom Interactive Marketing Summit 2011- Real-World Perspectives on Real Ti...
Acxiom Interactive  Marketing Summit 2011- Real-World Perspectives on Real Ti...Acxiom Interactive  Marketing Summit 2011- Real-World Perspectives on Real Ti...
Acxiom Interactive Marketing Summit 2011- Real-World Perspectives on Real Ti...
 
Analyst-to-Synthesist
Analyst-to-SynthesistAnalyst-to-Synthesist
Analyst-to-Synthesist
 
How To Write A Good Conclusion. Online assignment writing service.
How To Write A Good Conclusion. Online assignment writing service.How To Write A Good Conclusion. Online assignment writing service.
How To Write A Good Conclusion. Online assignment writing service.
 
Translating Customer Engagement From Strategy To Action
Translating Customer Engagement   From Strategy To ActionTranslating Customer Engagement   From Strategy To Action
Translating Customer Engagement From Strategy To Action
 
Project Deliverables For The Fire Management Display Kit...
Project Deliverables For The Fire Management Display Kit...Project Deliverables For The Fire Management Display Kit...
Project Deliverables For The Fire Management Display Kit...
 
Yes But What Do We Do?
Yes But What Do We Do?Yes But What Do We Do?
Yes But What Do We Do?
 

Mehr von MarketingExperiments

Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...MarketingExperiments
 
Marketing and online testing dictionary
Marketing and online testing dictionaryMarketing and online testing dictionary
Marketing and online testing dictionaryMarketingExperiments
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
 
The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...MarketingExperiments
 
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
 
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)MarketingExperiments
 
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...MarketingExperiments
 
Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...MarketingExperiments
 
Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...MarketingExperiments
 
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...MarketingExperiments
 

Mehr von MarketingExperiments (11)

Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
Repeatable Brand Strategy: How successful brands are outmaneuvering the compe...
 
Marketing and online testing dictionary
Marketing and online testing dictionaryMarketing and online testing dictionary
Marketing and online testing dictionary
 
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...
 
The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...The Power of the Properly Sequenced Subject Line: Improve email performance b...
The Power of the Properly Sequenced Subject Line: Improve email performance b...
 
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...
 
MECLABS Technology Group
MECLABS Technology GroupMECLABS Technology Group
MECLABS Technology Group
 
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
ClickZ Live -- Chicago 2014: 3 Common Testing Mistakes (and how to avoid them)
 
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rat...
 
Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...Optimizing Web Forms: How one company generated 226% more leads from a comple...
Optimizing Web Forms: How one company generated 226% more leads from a comple...
 
Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...Marketing Multiple Products: How radical thinking about a multi-product offer...
Marketing Multiple Products: How radical thinking about a multi-product offer...
 
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...
 

Kürzlich hochgeladen

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 

Kürzlich hochgeladen (20)

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 

Copywriting on Tight Deadlines

  • 1. Copywriting on Tight Deadlines: How ordinary marketers are achieving 103% gains with a step-by-step framework (plus live optimization)
  • 2. Join the conversation on Twitter #webclinic #webclinic
  • 3. Today’s team Dr. Flint McGlaughlin Jon Powell Managing Director Senior Manager Research and Strategy Paul Cheney Editorial Analyst #webclinic
  • 4. Background and Test Design  Experiment ID: Encyclopedia Britannica Location: MarketingExperiments Research Library Research Notes: Background: Well-known B2C company offering an online encyclopedia subscription product Goal: To get visitors to sign up for a free trial Primary research question: Which landing page will have the highest subscription rate? Test Design: A/B split test (variable cluster) 4 #webclinic
  • 5. Experiment: Control Control Original Landing Page: • The headline does not communicate the value proposition • The “member benefits,” which are primary selling points, are in a separate column, not directly in the customer’s eye path • The images on the left and bottom do not help communicate anything about the service or why they should try it 5 #webclinic
  • 6. Treatment Experiment: Treatment Treatment Landing Page: • The new headline and sub- headline describe exactly what you get • Bullets are used to emphasize the valuable features of the service in an easy-to-read format • The new image is clearer and includes a caption that re-emphasizes the value proposition 6 #webclinic
  • 7. Treatment Experiment: Treatment Treatment Landing Page: • Activate Your Free Trial” is used instead of “Please Enter Your Billing Information” or “Subscribe Now” messaging • Savings over the print edition instantly shows the customer the “value” • Button copy emphasizes the “receiving” aspect of the transaction instead of “giving” language such as “submit” 7 #webclinic
  • 8. Experiment: Side-by-side Original Treatment 8 #webclinic
  • 9. Experiment: Results 103% Increase in Conversion The Treatment generated 103% more free trial sign ups than the control Versions CR Rel. diff Stat. Conf Control 1.00% - - Treatment 2.03% 103% 95%  What you need tovalue proposition, the treatment out-performed theand clearly stating the understand: By cutting meaningless “power copy” control by 103%. #webclinic
  • 10. What we discovered F Key Principles 1. When it comes to crafting effective copy, clarity trumps persuasion. 2. In order to achieve clarity, you must synchronize your copy to the thought sequences of the reader. 3. Human thoughts tend to arrange themselves in story. Therefore synchronizing your copy to the visitor’s thought sequence requires a story-based framework. #webclinic
  • 11. How can I write effective copy without ? working late? 11 #webclinic
  • 12. Today we are going to learn a step-by-step copywriting framework that busy marketers can use to consistently write effective copy. 12 #webclinic
  • 13. How People Tend to Think SUB STORY Climax Climax Falling Act. Rising Act. Resolution /Exposition Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) People’s thoughts tend to arrange themselves in story, therefore understanding your visitor’s thought sequence comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to story… #webclinic
  • 14. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Exposition: As it relates to conversion, the main story is usually set up in the channels (PPC, Email, Banners, etc.). The overarching goal of this step is to engage the visitor, start building the problem, and lead them deeper into the conversation. Keep in mind there is a sub-story surrounding step-level conversion goal (getting them to click the ad, etc.). #webclinic
  • 15. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Rising Action: As it relates to conversion, the rising action is intensified mainly through the landing page. The overarching goal is to continue intensifying the problem and present your value as the unique solution. Keep in mind there is a sub-story surrounding step-level conversion goal (getting them to click the ad, etc.). #webclinic
  • 16. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Climax: As it relates to conversion, the climax happens at the point of decision for the main conversion objective (to buy, submit information, etc.). Most of the time this happens at the call-to-action on the landing page, where the rising action is at the highest intensity. #webclinic
  • 17. How story connects to the conversion process Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Falling Action: As it relates to conversion, the falling action occurs after the conversion commitment has been made, and consists of all the steps that might be required to actualize the decision (filling out payment info, shipping info, etc.). The falling action might be virtually absent if the payoff on the conversion commitment is actualized immediately (free digital offers, etc.). #webclinic
  • 18. How story connects to the conversion process Climax Thank you Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) The Resolution: As it relates to conversion, the resolution occurs when the visitor is aware of and satisfied with the completion (or actualization) of the value exchange. The goal is to reassure the visitor that the problem has been solved by their decision. #webclinic
  • 19. Connecting to Copy ? So, how does story help me write clear copy? ANSWER: By knowing where each copy element falls in the “the story,” you can carefully craft each word, sentence and paragraph to specifically match the visitor’s thought sequence. #webclinic
  • 20. Optimization Summit 2011 Example What’s wrong with this page? #webclinic
  • 21. Optimization Summit 2011 Example What’s wrong with this page? #webclinic
  • 22. Optimization Summit 2011 Example Original Draft Optimized Final Every piece of copy doesn’t have to be a masterpiece, but every piece of copy must be clear. #webclinic
  • 23. Optimization Summit 2011 Example: Results 180 # of Tickets Sold 160 140 120 100 Projected 80 Actual 60 40 20 0 14 13 12 11 10 9 8 7 6 5 4 3 2 1 Weeks Out from the Event  What thanneed to understand: The optimized final landing page eventually more you twice the amount of tickets than originally projected, generated leading to a completely sold out event. #webclinic
  • 24. Optimization Summit 2011 Example: Results Working from the framework, our copywriters were able to book every seat at the summit without writing flawless copy. #webclinic
  • 25. Introduction: The 3-step framework Exposition In the same way there are three acts in a story, there are three steps to crafting compelling copy for (in this case) a landing page. Example landing page from recent optimization summit STEP 1: Create your exposition Rising Action STEP 2: Create your rising action STEP 3: Create your climax/resolution Climax #webclinic
  • 26. Step 1: Create your exposition Story click: Luke discovers The Force & his destiny Opening chase scene In a story, the exposition does two things: 1. Captures the audience’s attention 2. Sets the stage for rest of story by achieving “story click.” #webclinic
  • 27. Step 1: Create your exposition On a landing page, the exposition is achieved through: 1. An attention capturing headline 2. A first paragraph with an obvious “story click.” #webclinic
  • 28. Step 1: Create your exposition The Headline • The role of a landing page headline is to arrest the visitors attention and get them into the first paragraph. • Our testing suggests two effective strategies: 1. Making a Promise 2. Identifying a Problem #webclinic
  • 29. Step 1: Create your exposition The First Paragraph • The goal of the first paragraph is to get the visitor into the conversation. You do this by ensuring you answer three questions: 1. Where am I? 2. What can I do here? 3. Why should I do it? IMPORTANT NOTE: “Story click” occurs when all of • You must answer “what” those questions have been addressed. before answering “why.” #webclinic
  • 30. Step 1: Where’s the story click? #webclinic
  • 31. Step 1: Where’s the story click? #webclinic
  • 32. Step 2: Create your rising action Intensifying fight scene Obi-Wan fights Darth Vader. Vader wins. In a story, the rising action serves to intensify the problem. Rising action is marked by things like fight scenes, plot twists, character insights, etc. #webclinic
  • 33. Step 2: Create your rising action Web Page – Body Copy • On a landing page, most of the page copy will serve to intensify the problem and the solution. • We do this with five copy elements that we call “intensifiers”: proofs, features, benefits, incentive, and urgency. #webclinic
  • 34. The Rising Action Intensifiers Proofs: Specific statements – usually quantified – that bring credibility to the value proposition. (e.g., “10,000 landing pages tested…”) Benefits: Specific statements that demonstrate how the main value will benefit the visitor’s current situation. (e.g., “Optimize your conversion processes…”) Features: Specific statements that provide the tangible details of the offer (e.g., “Attendees will receive benchmarks and analysis from X…”) #webclinic
  • 35. Step 2: Create Your Rising Action Intensifiers Incentive: An appealing element you introduce to stimulate a desired action (e.g., “All attendees will receive a copy of Bob Heyman’s new book…”) Urgency: An element of constraint you introduce to stimulate a desired action within a specific time-frame. (e.g., “reserve you ticket today and save $200”) #webclinic
  • 36. The Rising Action: Internal vs. external IMPORTANT NOTE: All five of these copy elements can appeal to both the internal and external challenges and triumphs of the character. External Story: The boss wants me to fix our metrics problems Save the World Internal Story: Become a Jedi Master I’d like to advance my career #webclinic
  • 37. Step 3: Create your climax/resolution Climax: Death Star explodes, rebels win. In a story, the climax is the single event that everything builds toward. #webclinic
  • 38. Step 3: Create your climax/resolution Web Page – Call to Action On a landing page, the climax is the main call to action. The goal is to lead the visitor to (and through) the pivotal decision. #webclinic
  • 39. Step 3: Create Your Climax • Four questions to ask yourself about your call- to-action (CTA): 1. Is your CTA clearly visible? 2. Does your CTA imply value, immediacy, or urgency? 3. Does it come in the right time in the thought sequence/story? 4. Does your CTA ask or assume? #webclinic
  • 40. Summary: Putting it all together Exposition Climax Rising Action Proofs Benefits Exposition Resolution ACT 1 ACT 2 ACT 3 Beginning (The Setup) Middle (The Confrontation) End (The Resolve) Features Incentive Overall, just like in a good story, each Urgency part of the copy must be properly sequenced to match the visitor’s natural flow of thought. Climax #webclinic
  • 41. Live Optimization 41 #webclinic
  • 42. Marketing Team Training Week MECLABS.com/TrainingWeek 42 #webclinic
  • 43. Live Optimization Submission #1 www.indeck.com/ rental_boilers.asp 43 #webclinic
  • 44. Sign Up for our Next Clinic… If you would like to sign up for the next Web Clinic, please visit: MarketingExperiments.com/WebClinic #webclinic