COPYWRITING FOR MORE CONVERSIONS › wp-content › uploads › 2018 › 02 › 0920...COPYWRITING...

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Mel HensonCroke Park Dublin8th February 2018

COPYWRITING FOR MORE CONVERSIONS

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WHICH DID BETTER?

L R+34%RPV

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WHICH DID BETTER?

L R+59% RPV

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WHICH DID BETTER?

LR+62%

RPV

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CONVERSION RATE OPTIMISATION

5-step process: The AWA Conversion System™

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What is copy?

COPY

CONTENT

COPYCOPY

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Salesmanship

in words

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Passive• This spray cleans....

• This radio sounds so clear

• This stain remover is easy to use

Active• End the chore of....

• Discover the clarity of...

• Remove stains with ease

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Assume the sale

• If you buy....

• You could be enjoying....

• Should you decide to...

• When you buy....

• Enjoy the....

• Now you can look forward to...

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Features into benefits

• Some self-assembly required

• Flower baskets are plastic lined

• Sorry, we can’t accept instalments

• Easy self-assembly

• Includes waterproof liner

• Simple, hassle-free one-off payment

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Present tense

Present tense

Future tense

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Really? Really?I should get

some!

Dogs will love the meaty taste

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A

I

D

A

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HOW PEOPLE BUYA

I

D

A

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ATTENTION

INTEREST

DESIRE/DECISION

ACTION

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ATTENTION

INTEREST

DESIRE/DECISION

ACTION

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Elias St Elmore Lewis

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• Purchasing decision hierarchy

Purchasing DecisionHierarchy

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14% uplift

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+27% RPV(4% Sitewide)

Purchasing decision hierarchy

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Choice Architecture

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18%INCREASE IN SALES

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Control Variation

6.4%INCREASE

IN GERMAN ORDERS

4.9%INCREASE

IN UK ORDERS

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Browsing area

Bestsellers

19%INCREASE

IN RPV

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You want that drink to be ice

cold….

You want that drink to to be ice cold….

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Compelling copy for more conversions

• Be aware of how people buy

• Present information at the right point in the journey

• Write as if you are speaking to your customer

• Trick the brain by using present tense

• Copy = sales

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Presented by Mel Hensonwww.awa-digital.com+44 (0)7946474110 | @flicksandclicks | www.linkedin.com/in/mel-henson-9a83397/

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Presented by Mel Hensonwww.awa-digital.commel.henson@awa-digital.com07946 474110www.linkedin.com/in/mel-henson-9a83397/

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Always write for one person

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Our Gorgeous Provence Outdoor collection brings a touch of French style to your alfresco dining area.

Made from painted pine wood in a subtle grey, our Provence outdoor furniture is suitable for both indoors and out and can be used all Summer long.

+34% RPV

Traditional French style table and

benches in solid pinewood, painted a

subtle shade of grey.

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Creating imagery and emotion through words

• Keep warm and dry on wet boggy walks, shoots or stalking

• Seam-free and cushion soled for maximum comfort

• In yummy bonbon shades for feet by the fire moments

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Active sentence-starters

• Keep your....• Organise your...• Reveal your....• End that....• Prevent ...• Stay ahead...• Freshen up....• Restore your...• Say goodbye to...

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How important is CRO?

Source Econsultancy https://econsultancy.com/reports/conversion-rate-optimization-report/