Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
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Transcript of Are You Missing Copy on Your Page? How adding the right paragraph generated a 36% lift
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Are You Missing Copy on Your Page?How adding the right paragraph generated a 36% lift
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We’re sharing on Twitter!#WebClinic
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Today's Speaker@FlintsNotes
Austin McCraw
Senior Editorial Analyst
MECLABS
Austin McCraw joined the MECLABS research team in 2007 after graduating from University of Florida's college of Journalism and Communications. Since then, he has reviewed over 2,500 experiments, written over 300 hours of training, and developed five professional certification courses on the topics of offer response optimization and value proposition. Currently, he works directly with Dr. Flint McGlaughlin, Founder and Director of MECLABS, on his academic and commercial writing projects. He lives in Florida with his wife and three sons.
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An Experiment
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Experiment: Background
Background: An organization that offers car repair products.
Goal: To increase overall product sales.
Research Question: Which page copy will generate the highest sales conversion rate?
Test Design: A/B multifactorial test
Experiment ID: TP1700Record Location: MECLABS Research LibraryResearch Partner: [Protected]
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Experiment: Background
Product
Product
This prod. has
Company
this product
Company
Companyis
PRODUCT IMAGE
Specific Car Problem
Car Partfix the specific
car issue you searched
car part.
other specific part issues
car part.
Product is
specific car part problem searched
A central product page template connected to all channels and visited by all prospects making a purchase.
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Product Specific Car ProblemSpecific Car Problem
Experiment: Background
Product
Product
This prod. has
Company
this product
Company
Companyis
PRODUCT IMAGE
Specific Car Problem
Car Partfix the specific
car issue you searched
car part.
other specific part issues
car part.
Product is
specific car part problem searched
The top-performing product template page from multiple A/B test iterations.
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Experiment: ControlProduct
Product
This prod. has
Company
this product
Company
Companyis
PRODUCT IMAGE
Specific Car Problem
Car Partfix the specific
car issue you searched
car part.
other specific part issues
car part.
Product is
specific car part problem searched
What copy is missing from this page?
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Copywriting
Exposition
Climax
Resolution
Beginning (The Setup) Middle (The Confrontation) End (The Resolve)ACT 1 ACT 2 ACT 3
Climax
Rising Act.
Resolution /Exposition
Falling Act.
SUB STORY
Peoples’ thoughts arrange themselves in a story, therefore understanding your visitors’ thought sequences comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to a story …
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Product
Product
This prod. has
Company
this product
Company
Companyis
PRODUCT IMAGE
Specific Car Problem
Car Partfix the specific
car issue you searched
car part.
other specific part issues
car part.
Product is
specific car part problem searched
specific car part
below product.
spec. car part
this product,
Company
Experiment: TreatmentProduct
Product
This prod. has
Company
this product
Company
Companyis
PRODUCT IMAGE
Specific Car Problem
Car Partfix the specific
car issue you searched
car part.
other specific part issues
car part.
Product is
specific car part problem searchedThe additional copy was placed at the top of the page.
It focused primarily on building the problem.
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Treatment Copy
specific car part
below product.
car part.
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Side-by-Side
Product
This prod. has
Company
this product
PRODUCT IMAGE
Specific Car Problem
Car Part
fix the specificcar issue you searched
car part.
other specific part issues
Product is
specific car part problem searched
Product
Company
Specific Car Problem
Car Partfix the specific
car issue you searched
Product is
specific car part
below product.
spec. car part
this product,
Company
car part.
Control Treatment
specific car part
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Conv. Rate % Rel. Change Stat. Conf.
Version A 1.33% --Version B 1.81% 36.1%
Relative Increase in SalesThe new page copy increased product sales by 36.1%
36%
95%
Results
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What You Need to Understand
1. Simply identifying a customer need does not inspire the need to act.
FKey Principles
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Treatment Copy
specific car part
below product.
specific car part
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What You Need to Understand
1. Simply identifying a customer need does not inspire the need to act.
2. To inspire action, your copy must transform a customer need into a customer want. This can be achieved by using one or more of three problem intensifiers.
1. Relevance
2. Importance
3. Urgency
FKey Principles
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Today’s Focus
We are going to examine how you can use each problem intensifier to evaluate and
optimize your copy.
Urgency
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Relevance
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Urgency
FKey Principles
1. Relevance is the degree to which an offer is connected to a recipient’s situational motivations.
2. To enable relevance in your marketing copy, you must identify with at least one of two types for ideal prospects arriving to your page:
• Internal Relevance
• External Relevance
Copywriting with Relevance
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Internal Relevance• Personal interests
• Demographics
• Shopping habits
• Personality
• Communication styles
• Level of engagement
External Relevance• Seasonality
• Special discounts
• Limited-time offers
• News events
• Competitive initiatives
Copywriting with Relevance
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Copywriting with Relevance
The original copy is focused mainly on the solution, but for the average person, they may or may not know if this is relevant to them.
Product
This prod. has
PRODUCT IMAGE
Specific Car Problem
Car Part
fix the specific
car issue you searched
car part.
other specific part issues
Product is
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Copywriting with Relevance
The additional copy specifically mentions external events that may have recently occurred.
This connects the solution to a potentially relevant problem they have just experienced.
specific car part
below product.
Product
This prod. has
PRODUCT IMAGE
Specific Car Problem
Car Part
fix the specific
car issue you searched
car part.
other specific part issues
Product is
car part.
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From This, To This …
The copy briefly connects to the relevant issue of needing to manage events …
… but then shifts focus to generic product features available to all other event types.
Protocol ID: Pending
From This
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From This, To This …Protocol ID: Pending
From This
An entire case study was added to intensify the motivation for the solution.
It did so by connecting directly to the relevant internal drivers of the prospect.
44.1%Increase in conversions
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From This, To This …From This
Similar to the previous example, the copy only briefly connects to an external problem.
Protocol ID: TP1560b
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From This, To This …To This
The new copy spends significantly more space connecting to an issue of external reference.
In addition, the change in tone and over-emphasis on the issues identifies with their level of situational frustration (internal).
Protocol ID: TP1560b
49.5%Increase in clickthrough
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Importance
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FKey Principles
1. Importance is the degree to which an offer is essential to a recipient’s livelihood.
2. To enable importance in your marketing copy, you must identify with an underlying need in the recipient. Examples include:
• Being safe
• Meeting expectations (job, family, etc.)
• A feeling of belonging
• Self-affirmation
Copywriting with Importance
Urgency
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specific car part
below product.
Copywriting with Importance
In addition to addressing a need to know, the additional copy connects the problem directly to a consequence in one or multiple needs (saving, safety).
car part.
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From This, To This …Protocol ID: TP1457
From This
• Most tax situations supported
Do Your Federal Taxes Online For Free
• Step-by-step guidance makes it easy for first time users
• Automatically double checks for errors and
• Easily upgrade if your taxes are more complexguaranteed accuracy
Some points of importance are not entirely clear in the customer’s eyes, and the important points may be de-emphasized because of the sequence.
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From This, To This …Protocol ID: TP1457
To This
• Most tax situations supported
Do Your Federal Taxes Online For Free
• Step by step guidance makes it easy for first time users
• Automatically double checks for errors and
• Easily upgrade if your taxes are more complexguaranteed accuracy
We guarantee accurate calculations or we’ll reimburse resulting IRS penalties and interest charges. Learn more
See a full list of tax forms supported by our free product. View list
• Most tax forms supported
• Step by step guidanceOur straight-forward Q&A process makes it easy to start and finish your return online.
• Automatically double checks for errorsOur program automatically double-checks your return and alerts you if it finds any errors or incomplete actions.
• G• Accurate calculations guarantee
95%Increase in conversion
Customer importance is used to simplify and sequence key points. Copy is
added to each point to intensify the connection with the customer.
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LOGO
LOGOWeb URL
Web URL
Web URL
procedure
procedure
procedureLOGOLOGO
From This, To This …Protocol ID: TP3056
Get back to
Get back to
Get back to
From This
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LOGO
LOGOWeb URL
Web URL
Web URL
procedure
procedure
procedureLOGO
From This, To This …Protocol ID: TP3056
16%Increase in clickthrough
118%Increase in conversion
Get back to
Get back to
Get back to
Body
spec. procedure for
Body
spec. procedure for
LOGOspec. procedure for
Body
To This
New copy is added to highlight an issue of extreme importance to ideal customers (safety).
Existing copy is de-emphasized and sequenced after.
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Urgency
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FKey Principles
1. Urgency is the degree of immediacy associated with an offer imposed by either the recipient’s situation or the nature of the offer itself.
2. To enable urgency in your marketing copy, you must draw from at least one of two types:
• Natural Urgency
• Artificial Urgency
Copywriting with Urgency
Urgency
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specific car part
below product.
Copywriting with Urgency
Also, by making ordinary consumers aware of the unseen, the natural urgency to act increases.
The new copy leverages the natural urgency created with the unexpected by stating “ignoring these symptoms can lead to … ”
car part.
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From This, To This …Protocol ID: TP1512
From This
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From This, To This …Protocol ID: TP1512
To This
Keep using limited basic
Get all of your favorite PLUS features back when you upgrade:
The copy is rewritten to imply a need for immediate action (artificial urgency).
The same style of copy is added for intensification.
42.7%Increase in conversion
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From This, To This …Protocol ID: TP1887
From This
LOGO
access to all our content
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From This, To This …Protocol ID: TP1887
access to all our contentto all of our content
contentLOGO
To This
The offer page is transformed into a triggered pop-over.
The copy is rewritten to imply a need for immediate action (artificial urgency).
71%Increase in conversion
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Review
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Summary: Putting it all together
1. Simply identifying a customer need does not inspire the need to act. The problem must be intensified so it is properly felt by customers.
2. To inspire action, your copy must transform a customer need into a customer want. This can be achieved by using one or more of three problem intensifiers:
• Relevance: The degree to which an offer is connected to a recipient’s situational motivations.
• Importance: The degree to which an offer is essential to a recipient’s livelihood.
• Urgency: The degree of immediacy associated with an offer.
FKey Principles
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See how you can conduct research with us …MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.
Learn more about how you may be a fit for a MECLABS research partnership:
• Select Research Partnership Opportunities on the post-webinar survey
• Contact us [email protected]
x
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Live OptimizationLanding Pages
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Live Optimization
Primary Audience: B2B callingPrimary Objective: To get a click through
Split Second Virtual
http://bit.ly/1hHgsOw #WebClinic
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Live Optimization
Primary Audience: B2C ServicesPrimary Objective: To get patient to schedule appointment online
Royal Oak Dental
http://bit.ly/19tZgIU #WebClinic
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Live Optimization
Primary Audience: B2C SalesPrimary Objective: Get people on the path of collecting pre-purchase info, or move to make a purchase
Xero Shoes
http://bit.ly/Hwl8sP #WebClinic
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Live Optimization
Primary Audience: Humanitarians Primary Objective: Get registrants
Xero Shoes
http://bit.ly/1dHENBc #WebClinic
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Live Optimization
Primary Audience: B2B IT solutionsPrimary Objective: inform customers about what we do and make it easy for them to find what they are searching for
Loffler
http://bit.ly/1b6PUzG #WebClinic
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