It may not be as exciting as “Orange is the New Black”, but we’ve enjoyed a good ride so far through this blog series. In “Part 1- Creating Awareness” and “Part 2 – Building Interest” we learned:
It is inevitable that your conversion rates will improve if you optimize your conversion funnel. We use an AIDA-based (awareness, interest, desire, action) funnel as an example throughout the blog series. Creating awareness of your business and/or products isn’t the numbers game so many make it out to be. Instead, you need to find your target markets and share your unique value. Your …Read More
A Surefire Way to Optimize Conversion Rates: Optimize Your Conversion Funnel – Part 2 – Building Interest
Hopefully you’ve arrived here after reading Optimize Your Conversion Funnel – Part 1. In addition to being a fascinating read, Part 1 outlined the following points, among others:
We generally focus online conversion optimization on the point of sale, but conversion-killing elements higher up in the conversion funnel are often the culprits. It helps to “brand” your conversion funnel to create a seamless path for the customer by focusing on her needs at every step, and communicating with a consistent voice throughout. It’s a mistake to hinge the success of the “Awareness” stage of the funnel exclusively on numbers like …Read More
Talk to anyone about conversion rate optimization and there’s a damn fine chance that the “call-to-action” button will pop up in the conversation. Or the sign-up form. Or that you should be testing both. Many of our conversion optimization programs have a myopic focus on the point of sale.
But, as we learn more about the customer journey, omnichannel marketing and the overall convergence of marketing and commerce, it’s clear that customer experiences long before the call-to-action button, higher up in the ‘conversion funnel’, hold as much sway over the customer’s ultimate decision to convert as anything.
Yes, You Have a …Read More
It’s generally accepted that at least 90% of all clicks on search results happen on the first page. And of the remaining 10%, it’s generally accepted that an above average portion of those are people who are doing research, looking for “how to” instructions and otherwise not being the target audience for companies marketing their products and services online.
It’s also generally accepted that about one third of those clicks on the first page are made on the pay-per-click (PPC) ads that appear in the top three positions in the left-centre of the page, above the organic results, and in …Read More
This is it. The big show. It’s what we all came here for. It’s the entire reason you designed and built a web site and landing page. It’s the focus of your conversion optimization and the raison d’etre of your digital marketing program.
It’s time for you to reach the conversion goal of your page and “make the sale”.
It’s time for web visitors to take your call-to-action.
As we mentioned in Part 2 of this series about writing Headlines, the oldest rule of selling is that you must ask for the sale. It’s not enough to think your visitor …Read More
It seems odd that we’ve gone through two posts about how to write web copy that sells and, so far, all we’ve written may be a few headlines. But fear not, after following the steps in Part 1 – Preparation and Part 2 – The Headline you now have a clear idea of the direction your copy needs to take and what it needs to do, including:
Focus on the conversion goal of the page Speak to your target audience Address them where they are in the buying cycle Highlight the benefits of your offer Use keywords and/or keyphrases Have …Read More
If you’ve skipped to Part 2 of this series because all you’re really looking for are quick tips to help your web copywriting, and you’re all “yeah, yeah, yeah” about the Preparation steps outlined in Part 1, please at least scan Part 1: Preparation.
Whether it’s for a web page, a landing page, an email – any digital marketing copy – even if you write the world’s most amazing copy ever, if it doesn’t meet the criteria set out in Part 1, the effort could easily be wasted.
For businesses, great web copy must be more than good writing. It must …Read More
“There is nothing to writing. All you do is sit down at a typewriter and bleed.”
It’s the strangest thing. It seems that no one likes likes to write. Not even writers.
Unfortunately, if you’re an online business owner, digital marketer or web developer, you’re at a bad point in history to not like writing. You’ll probably scream if you read “content is king” one more time (sorry, I guess you just did), but it’s true, and your web rankings seem to hinge on how many well-written blog posts you have.
What Stands Between You and Writing Web Copy …Read More
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