{"id":4244,"date":"2015-03-25T17:12:51","date_gmt":"2015-03-25T22:12:51","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=4244"},"modified":"2015-03-25T17:12:51","modified_gmt":"2015-03-25T22:12:51","slug":"5-copywriting-tips-to-increase-conversion-rates","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/5-copywriting-tips-to-increase-conversion-rates\/","title":{"rendered":"5 Copywriting Tips to Increase Conversion Rates"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>

It\u2019s time to get down to business. Through one or more of your marketing channels, your customer has entered your sales funnel and arrived on your landing page. It took a lot of \u201cheavy lifting\u201d to get them here and now your challenge is to justify the effort by getting them to convert.<\/p>\n

If you leave anything to chance, you\u2019re letting yourself down.<\/p>\n

Every element of your page has a role to play (if one doesn\u2019t, get rid of it), each one is very important and together they combine to foster conversions. But none of them are more important than the words on your page.<\/p>\n

Your landing page is like an online salesperson. It is the face of your business, it is in a direct one-on-one interaction with the visitor, and what it says can be the difference between a lifetime customer and a bounce (which puts you back to square one in landing that prospect).<\/p>\n

<\/p>\n

So What Do You Say?<\/strong><\/p>\n

Your landing page<\/a> copy must speak the visitor\u2019s language, tell her what she wants to hear (even if she doesn\u2019t yet know what she wants to hear) and give her the fuel she needs to continue through your conversion funnel.<\/p>\n

The following copywriting tips will help you say all the right things.<\/p>\n

1. Give Her a Reason to Stay<\/strong> – Unless you have a monopoly on your product or service, your customer can find it, or something similar, elsewhere. The first answer your visitor seeks from your page is to the question \u201cwhy am I here?\u201d.<\/p>\n

And she won\u2019t find that answer in copy that tells her the same story she found on the last website. She\u2019s looking for something different. For what makes you different. So don\u2019t just tell her you are \u201cdedicated to customer service\u201d. Your competition tells her the same thing.<\/p>\n

Tell her what makes you unique.<\/p>\n

Let\u2019s say a customer is looking for \u201cpatio umbrellas\u201d. And she lands on your page. Now\u2019s your chance to wow her with what makes you different. What should your page title be?<\/p>\n

\"wayfair<\/a><\/p>\n

It should same something more than \u201cPatio Umbrellas\u201d. Interestingly, on the landing page above, the body copy reveals that the umbrellas are made of wind-resistant fabrics. So these aren\u2019t just \u201cpatio umbrellas\u201d, they\u2019re different. And if they\u2019re different, the customer needs to know what makes them different.<\/p>\n

These are actually \u201cPatio Umbrellas that Stand Up to the Wind\u201d. When the customer is told what sets these umbrellas apart, she will be more likely to stay on this page.<\/p>\n

2. Offer Pain Relief<\/strong> – Relatively few people buy something for no reason at all. The mere fact that they found their way to your page is proof that they have a problem, need or want for which they seek a solution. The body copy on your landing pages needs to speak to your customer in terms of solutions, or benefits, instead of simple features.<\/p>\n

If you\u2019ve ever stuffed envelopes – in bulk or one at a time – a major pain point revolves around the flap; either moistening it, folding it or getting it to stick.<\/p>\n

\"staples<\/a><\/p>\n

If you\u2019re selling envelopes, and you have your customer\u2019s undivided attention, what will you tell her? That your envelope flaps are \u201copen end with gummed flap\u201d (which is exactly like every other envelope) like\u00a0in the page above?<\/p>\n

Or that yours feature \u201ceasy-folding, quick-sealing flaps\u201d?<\/p>\n

Take a look at the body copy on one of Amazon\u2019s Kindle landing pages. Yes, selling a Kindle is a bit different than selling envelopes, but that doesn\u2019t mean you shouldn\u2019t always seize the chance to tell your customer how your product solves her problems.<\/p>\n

\"amazon<\/a>
amazon kindle product page<\/figcaption><\/figure>\n

3. Tighten Up Your Copy<\/strong> – While we have likened your landing page to a real-life salesperson, obviously there are significant\u00a0differences. One of the biggest is time with the customer. Your landing page better not waste her time because there are lots of other places on the web that she might want to be and she can get to any of them at the speed of a click. Your copy must be as tight as possible.<\/p>\n

Have a read of the following excerpt from a live landing page:<\/p>\n

\u201cCome and check out our freshest options that have just landed here at Site. With the latest arrivals from your favorite brands, including Converse, Nike, Adidas and much more.\u201d<\/em><\/p>\n

The following copy says the same thing, but in almost half the words:<\/p>\n

\u201cCheck out the freshest options from your favorite brands like Converse, Nike, Adidas and more.\u201d<\/em>
\n4. Gather a Crowd Around Your Product<\/strong> – When you have walked around a consumer products show, have you ever noticed that you\u2019re drawn to booths that have a crowd around them, even if you\u2019re not particularly interested with what\u2019s on display?<\/p>\n

Humans – and your customers are human, not just numbers on your analytics reports – are curious beings. When they see that something has attracted the attention of others, they want to see what it is. Many purchase decisions are based on the popularity of the product.<\/p>\n

You can highlight that popularity with the copy on your landing page. It\u2019s called social proof<\/a>.<\/p>\n

\"commun.it<\/a><\/p>\n

The\u00a0Commun.it homepage demonstrates social proof in four\u00a0ways:<\/p>\n