You are under constant pressure to quickly pump out copy, often under seemingly impossible deadlines. Without always having the time to test, how can you give your copy the best chance of actually being effective?
In this 35-minute Web clinic, we’ll dive into over 15 years of research from the MECLABS Institute to answer such questions as:
• How long should your copy be?
• What format should it take?
• What should you emphasize?
• What order should it be presented in?
During the November Web clinic, we will share numerous tests that have revealed actionable tactics to strengthen copy across emails, landing pages and PPC ads, and provide attendees with transferable takeaways that they can leverage for their own copy.
7. How Copy Relates to Thought Sequences and Story
People’s thoughts arrange themselves into a story. Therefore,
understanding your customer’s thought sequence comes
down to understanding the basic structure of a story. Each
part of the conversion process can be tied to story.
Exposition
Climax
Resolution
Beginning (The Setup) Middle (The Confrontation) End (The Resolve)
ACT 1 ACT 2 ACT 3
Climax
Rising Act.
Resolution
Falling Act.
Exposition
SUB STORY
8. In today’s clinic, we will discuss five discoveries
that will help you strengthen your copy.
Today’s Focus
9. Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
10. Lead With Value
Though the term “Dedicated
Servers” was used several
times in the existing copy,
none of the instances detailed
the value of the product.
This new version utilizes copy that
detailed the credibility and
exclusivity of the product being
offered.
From this
To this
188%
Conversion
11. Lead With Value
To this
From this
The original headline asks customers to
complete a difficult form without first
orienting them or giving them a
compelling reason to do so.
The new headline better emphasizes
what customers “get” for signing up.
Conversion
103%
12. Lead With Value
SUBJECT: Get the NEW [Name] for 50%
off
SUBJECT: Save 50% on your choice of
two new subscription options
FROM THIS TO THIS
Design Open Rate Relative Change
Get the NEW [Name] for 50% off 15.9% --
Save 50% on your choice of two new
subscription options
21.1% 32.7%
Increase in Open Rate33%
13. Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
14. Experiment IDs: [Protected]
Record Location: MECLABS Research Library
Test Protocol Number: TP1700
Background: An organization that offers a single car repair product for a specific problem.
Goal: To increase overall product sales.
Research Question: Which page copy will generate the highest sales conversion rate?
Test Design: A/B multi-factorial test
Experiment: Background
15. Experiment: Control
Headline:
[Company name] Repairs [Problem]
In Just One Hour
Customer Problem Questions:
Does my car have a blown head
gasket?
How do I know it is blown?
What are the consequences of a
blown head gasket?
16. Experiment: Treatment
Headline:
[Company name] Repairs [Problem]
In Just One Hour
Customer Problem Questions:
Does my car have a blown head
gasket?
How do I know it is blown?
What are the consequences of a
blown head gasket?
17. Headline: Does your car have a blown
head gasket?
Does my car have a blown head
gasket
How do I know it is blown?
What are the consequences of a
blown head gasket?
Experiment: Treatment
18. Headline:
Steel Seal Repairs Broken Head
Gaskets In Just One Hour
Customer Problem Questions:
Does my car have a blown head
gasket?
How do I know it is blown?
What are the consequences of a
blown head gasket?
Experiment: Treatment
19. Design Conversion Rate Relative Difference
Version A 1.33% -
Version B 1.81% 36.1%
Relative Increase in Sales36%The new page copy increased product sales by 36.1%.
Experiment: Results
! What you need to understand:
By significantly escalating the problem, the Treatment page
generated a 36% relative increase in product sales.
20. #WebClinic
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
3. Clarity trumps persuasion.
21. #WebClinic
Experiment: Control
• The headline is company-centric and
doesn’t clearly state the value of the
product.
• The copy fails to note specific points
of value.
22. #WebClinic
Experiment: Treatment
• The new headline and sub-headline
clearly describe exactly what
customers get.
• Bullets are used to emphasize the
valuable features of the service in an
easy-to-read format.
24. #WebClinic
Design Conversion Rate
Control 1.00%
Treatment 2.03%
% Relative Change: 103%
Relative Increase in Free Trials103%By implementing more effective copy that clearly presents the value proposition, the Treatment
outperformed the Control by 103%.
Experiment: Results
25. #WebClinic
Clarity Trumps Persuasion
From this
The original headline utilizes a
creative ask, but lacks specificity
about the actual product.
This revised headline clearly
describes exactly what is being
offered.
To this
330%
Conversion
26. #WebClinic
Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
3. Clarity trumps persuasion.
4. Be ruthlessly unsentimental with your copy.
27. #WebClinic27
Background: A company offering professional financial advice to investors and
consumers.
Goal: To increase marketable email captures in the subscription process.
Research Question: Which page will have the highest email capture rate?
Test Design: A/B multi-factorial split test
Company: (Protected)
Record Location: MECLABS Research Library
Experiment ID: TP2011
Experiment: Background
29. Copy Length
The original form is long and
doesn’t call out specific points of
value.
The new form is significantly shorter
and focuses only on the key points of
value.
Not this But this
43%Increase In Conversion
30. Copy Length
Not this But this
138%Increase In Conversion
The original form is long and
doesn’t call out specific points of
value.
The new form is significantly shorter
and focuses only on the key points of
value.
When does long copy
outperform short copy?
31. Copy Length
• Average short-form page
template with a rotating
banner.
• Call-to-action is on the right
hand side and “above the
fold.”
Control
36. Design Conversion Rate Relative Difference
Control 0.78% -
Treatment 2.48% 220%
Increase in Total Conversions220%The new page copy length increased total conversions by 220%.
! What you need to understand:
By increasing the amount of information presented on the page, the
Treatment page generated a 220% relative increase in conversion.
Copy Length
38. Strengthen Your Copy
Key Discoveries
1. You have only seven seconds to arrest the attention of your prospect.
2. Never present the solution before building the problem.
3. Clarity trumps persuasion.
4. Be ruthlessly unsentimental with your copy.
5. Asks must align with expectations.
42. Asks Must Align With Expectations
To thisFrom this
7%In Clicks
125%In Conversions
43. Asks Must Align With Expectations
To thisFrom this
548%
In Conversions
44. Does my copy immediately arrest the attention of the prospect?
Am I sufficiently building the problem before presenting the
solution?
Does my copy clearly express the value of my offer?
Am I using the proper amount of copy relative the magnitude of my
ask?
Does my call-to-action align with the expectations of my prospect?
Checklist: Strengthen your copy