What is Conversion Copywriting?
Conversion copywriting is a science-based approach to using words to persuade customers to engage with your brand and ultimately purchase your products and services. According to Joanna Wiebe, founder of Copyhackers, landing pages that contain conversion copywriting increase leads by 25% or more. Conversion copywriting is based on data often collected via customer feedback and reviews rather than creative ideas and industry jargon.
Conversion copywriting begins with research. The goal is to discover exactly what the various segments of your target demographic need from your business. Website, email, and social media content is then modeled around providing a clear and concise solution to each of those problems. Design elements are also developed around showcasing your content and reaching your desired outcome. If your customers are able to quickly and easily find the answers they’re looking for, they are more likely to buy from you and continue to do so in the future.
How Does Conversion Copywriting Increase Sales?
Conversion copywriting drives sales by using data to increase conversions. You can craft your copy in the voice of actual customers and design it to answer real questions asked by leads and prospects. It is the process of modeling entire landing pages, email campaigns, newsletters, and more, around your customers and their specific needs. The copy is tailored to fulfill those needs, provide specific solutions, and ultimately persuade those customers to say yes to your business and achieve your objectives.
Implementing Conversion Copywriting
Collect VOC Data
Conversion copywriting is written in the voice of your customer (VOC) and avoids too much industry jargon. VOC data is qualitative and quantitative data taken from actual customer statements. It helps identify the underlying factors that drive people to your business. You can use the data to determine what keeps leads from becoming conversions, like skepticism about messaging and various anxieties about trying a new solution.
Reviews are the best way to collect VOC data. Each review is valuable in the insight it offers into the way your customer thinks, the language they use, and the direct and transparent feedback they have about your product or service. Reviews can also offer demographic information that provides context for your VOC data. Incorporating the way your customers communicate and answering their questions in your copy is a great way to drive conversions. It can bridge the gap between you and your customers and enable you to use language that will encourage them to interact with your brand.
Use Persuasive Frameworks
Using frameworks is a key part of creating your conversion copy. Frameworks are proven, readymade outlines that allow you to craft your content to be specific, useful and concise. The following are three examples of persuasive frameworks.
- Promise, Picture, Proof, Prompt (4 Ps) – In this framework, your copy opens with a promise. You then illustrate a picture of this promise, offer proof to support your argument, and then prompt, or call your customers to action. For example, a dentist may promise to help straighten their customers’ teeth. They can describe their process, how it leads to straight teeth, and what it will be like to have better teeth. They can support their argument by providing examples of previous dental work, followed quickly by a button that leads to a contact form that allows them to request an appointment.
- Attention, Interest, Desire, Action (AIDA) – Copy that is written in the AIDA framework begins with a line that captures the customer’s attention. The rest of the copy must amplify their interest in what caught their attention, build desire for your offer, and end with a call to action. For example, a company might use an opening line such as, “Are you looking for a long-lasting acne solution?” The rest of the page should describe the company’s acne product, especially in terms of how it will affect them specifically, and end with a quick contact form or even a button that lets them place the product in their shopping cart.
- Problem, Agitation, Solution (PAS) – In this framework, the copy starts out with a problem. The need to solve problems drives many people to seek solutions. Consider what problems you are solving with your business. You can find this information in your VOC data. In creating your copy, directly introduce one of those problems. Once you’ve introduced the problem, you’ll want to describe the agitation associated with this problem. You should go into detail and use VOC data in this part as well. Think about the way dealing with this problem makes your customer feel. Your copy can then close with your solution to the problem. Introducing the solution at this point has a high likelihood of generating a conversion as the real-life agitation is fresh in your customer’s mind.
Web Copy vs. Email Copy
In creating both webpages and emails, clarity is more important than persuasion or creativity. In both types of content, your offer should always be optimized, and you should consider where your prospect is within the stages of awareness. The purpose of your page or email is to move your reader from their current stage to “awareness” as quickly and efficiently as possible. However, there are a few differences in crafting web conversion copy as opposed to email conversion copy.
In conversion copy intended for a website, place headlines strategically to fit within one of the persuasive frameworks. Start with your call to action and work backwards. You can also create longer content for homepages and landing pages, so keep that in mind when choosing your framework. Email conversion copy must be quick, easy to read, and to the point. You’ll want to keep your sentences concise and place your problem, attention-grabbing sentence, or promise in the subject line. Optimize your call to action for mobile. This is important for both your website and your email marketing materials. A digital marketing agency can help you craft your web and email conversion copy.
If you are interested in using conversion copywriting to achieve revenue goals, contact Dragonfly Digital Marketing today. We can help your business reach your target audience, drive website traffic and improve brand recognition via quality, informative content. Call 800-636-0347 to get started.