Different ways to improve conversions when your visitors can't see the undeniable value in your product or solution.

1. From “WTF!” to “Hell Yes!”
How to Write Copy That Persuades
Improve conversions with undeniable value…
from sex to chocolate, Oprah to T&A
@jenhavice#wtf2hellyes

2. 2015 Google Consumer Insights survey of 1358 US adults
49% received irrelevant content on a daily basis
28% received irrelevant emails on a weekly basis
31.6% reported email as spam because of
irrelevant content
How consumers really feel about
emails from businesses

3. WTF

4. What will consumers give up
to get relevant content on their favorite websites?
Survey conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 – July 2, 2013 among 2,091 U.S.
adults ages 18 and older.
21% – Mobile or smart phone for a day
25% – Chocolate for a month
13% – Sex for a month

5. Houston Austin, we have
a f***ing problem.

6. It boils down to 1 word: Value.

7. “I can’t see the value
in what you’re selling.”

8. So, how do you convey value
with your copy
and repair that disconnect?

9. Researching
Realizing
Retelling
With 3 words:

10. Researching
Do the qualitative kind that answers
the question “why”

11. Find out who you’re talking to and what
messages they need to see by doing...
➔ Online review mining
➔ Interviews
➔ Surveys by email or pop up onsite

12. … and the
survey says
Using Voice of Customer
Research to Lift
Conversions – Case Study

14. 66%
More clicks
on main CTA

15. Research unearths value.
Value means more
conversions and revenue.

16. Realizing
Make the pain and the payoff real

17. Your customers are knee deep in the
pain of solving their own problems.

18. Frame your solution as
an investment in realizing
the end to your customer’s pain.

20. Use future pacing
to help your customers see how
much better their lives will be with
your product or solution

21. Shares of
Weight Watchers
soared more than
20% after tweet
http://money.cnn.com/2016/01/26/investing/oprah-weight-watchers-lost-26-pounds/

22. Value comes when you frame your
solution as an investment in realizing
the end to your customer’s pain.

23. Retelling
Take the stories that live within
your prospects and retell them

27. Sell the experience of owning
your products, not just the
products themselves.

28. 123.9%
increase in CTA clicks
https://copyhackers.com/2014/09/buttons-vs-headlines/

29. Remember?
It all comes back to 3 words...

30. Researching. Realizing. Retelling.

31. As marketers and agents of CRO...

32. You can repair the disconnect by listening
to your customers

33. Want more? Grab my
book on Amazon…
Get in touch!
@jenhavice
Make Mention