Words can really make a change. Either it’s a product description, wording for a call to action button, an offer or content for a landing page, copywriting will affect the prospects decision. Obviously, we don’t know how our words will affect the reader until we test different versions of copy.
With simple A/B tests or with more subtle tests like Multivariate Testing, marketers can get valuable insights about their leads/customers. Even if your variation will have a negative impact on conversions, a test won’t affect your revenues. More damage would be made by this variation if your developer implement it without testing it firstly.
I think that owners of online stores who provide just the manufacturer’s description of products or, much worse, doesn’t provide any description at all, are missing a huge opportunity to get more conversions for their business. Just think about the benefits of an unique copy:
SEO: An original description will stand out in search results and will provide keywords for search engines to index.
Conversions: A descriptive, impersonal approach on a website is boring. Personally, I love it when I’m on a website and I feel like people behind it are trying to talk to me, to make me laugh or just to make me feel comfortable on their website. Usually, copywriting and great images can have such an impact. That’s why, online copywriting has this impressive power to increase conversions.
Great copy on ecommerce websites:
And a great CTA by NothingButEpic(and a nice campaign too):
Take a look at what Michael Aagard has to say in this article. He conducted more than 250 tests with a focus on copywriting to see how it affects conversions. His conclusions are pure gold.
Oh, and don’t you dare to forget to use Cialdini’s six principles of persuasion when you create copy: reciprocity, commitment(consistency), liking(sympathy), scarcity, social proof and authority. Find out how to apply them online here.
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