How Good Copy can increase your Conversion Rate

3 min read
Laura Cooper
Clip boards holding paper

We’ll let you in on a secret; good copy is one of the easiest ways to boost your conversion rates. The cool news is that changing your copy doesn’t require a lot of technical effort…like; you don’t have to tinker with code for hours on end!

Tweaking your copy is relatively simple when compared to the rest of your digital marketing strategy. Now that doesn’t mean it’s easy to get right though. Sorry, there had to be a downside. Writing good copy is a skill and using this technique to generate more conversions is something you need to practice.

Conversion Copy

Conversion copy kind of sounds like something scientologists use, but don’t worry it’s a bit less sinister than that. Basically, it’s copy that is usually data-driven, it’s measurable and it compels people to take action when they’ve read it. Conversion copy needs to be good copy.

Illustration for Basecamp Advert
Great copy from the Basecamp homepage.

Good copy should be everywhere, you need it running throughout your marketing strategy, but conversion copy is another level on top and needs to be used in specific circumstances, like email marketing and landing pages.

Having too much conversion copy everywhere makes your marketing too pushy and sales focused, instead of producing more relaxed, engaging content that helps to build a brand story over time. So work out where you need it in the customer journey you’re providing.

Speak your Customer’s Language

Writing conversion copy is about creating concise, clear, actionable content. You need to make specific claims, make valuable claims and make believable claims, so that you can build up trust with your audience and present them with clear propositions.

But if you’re writing your copy with lots of technical jargon or ridiculously formal language, it makes your copy inaccessible to people. One of the best ways to write good, conversion copy is to use the language of your customer.

Mailchimp Advert
Great use of talking to the customer… You! Over at Mailchimp

Surveys, feedback and testimonials are just a few of the ways that you can interact with your customers and find out what they think the benefits are of your products and repeat phrases they use about your products in your copy. Obviously not every phrase though. Your copy automatically becomes data-driven.

Trying to write what you think your customers want to hear can work if you’re a good, experienced writer, but if it’s not your forte then use data or generate some findings to help you craft killer copy.

Experiment

Every line of copy should do a specific job when you’re writing conversion optimised copy. You’re ultimately trying to get your customer to ‘do something’ and each line of copy should be able to push your customer further through the conversion process.

Depending on your format, your headline, subject line, body text, call to action, subscription form (etc, etc, etc) all play an essential part in urging conversion. If you look at each section of copy individually, you’ll be able to work out where there are kinks in your system and tweaks that need to be made. Use different metrics to decipher when elements of copy aren’t working.

Split test different sections of copy, different words, phrasing or anything that you’re experimenting with in your copy to gain insight and improve conversion.

Lots of businesses ignore experimentation and data-driven insight when writing copy to convert. Steaming ahead and writing any old rubbish won’t do your products justice. Your conversion copy needs to work and you need to be able to measure whether it does too. If you want to keep your copy concise, you have to make every word count.

Good copy is one of the easiest ways to boost your conversion rates. The cool news is that changing your copy doesn’t require a lot of technical effort…like; you don’t have to tinker with code for hours on end!

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.

Remember

Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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