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Online Conversions and Copywriting: 5 Practical tips

Published by Rosa Morel on February 9, 2017

Aprende cómo mejorar tus conversiones online

Do you have an online project and you want to sell more through your page? Increasing the online conversions rate of your site depends on many factors, but copywriting is the cornerstone of your sales.

All websites that sell use words.

We need to communicate our proposal and talk about our products and services through copywriting to connect with our target audience, so here are 5 tips you can follow to improve the positioning of your website today.

1.Easy to use menu: The more basic it is, the more you will sell

The menu on the website is as important as any other aspect.

Your readers and customers need to be able to access your website and in five seconds, understand who you are and what you have to offer them.

Many stores end up losing conversions because they hide important sections, such as “Contact” and “pricing.” Always try to use links with a single word (at most two words) that is easy to understand and without double meaning.

In my experience, it works much better to use a single word to increase conversions, such as “services” or “what we offer”, then pages with names such as “work with us” as it can lead to misunderstandings.

It is also not recommended to change sections such as “blog” to “thoughts,” or something similar, the simpler the navigation, the faster the user will approach the sales page.

  • Use links with 1 or 2 words.
  • Try to be organized and use submenus to avoid overloading the main page.
  • Don’t use double meaning words or phrases

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2. The triangle: features, advantages and benefits

Yes, copywriting is important to sell, it is advertising, it is writing flashy phrases.

It is true that to sell on the internet you need to highlight the benefits of your product, but if you forget to speak about the advantages and features, you will be making a decision that can affect the online conversion rate of your website.

Imagine that you are trying to sell a modern smart watch, which connects with your cell phone. For you to understand the idea, I’ll put some examples so you can see how to use the 3 aspects.

Features

That is, the description of the product and its components.

10h battery life with USB charging.

Advantages

We have to explain why it is better than other similar products.

There are no reflections: thanks to its double screen you will see perfectly without the annoying reflections of the sun as with other digital watches.

Benefits

Here we have to explain the main benefits of the product, so the customer knows why they should buy it.

Improve your health: You can know your heart rate, the number of daily steps with this watch, in addition to being connected 24 hours, you can improve your health day after day.

As a salesperson, you should sympathize with your potential customer.

If someone wanted to buy this watch, the customer would need to know its features, advantages and benefits. Emotionally we tend to talk about benefits, but you could be losing sales by not explaining the advantages and features of the product.

Knowing that the battery lasts 10 hours, that the screen is anti-reflective or that it can  measure the heart rate, are details that can make the difference to help the customer decide to finish the purchase.

  • Remember the triangle: features, advantages and benefits.
  • To know the advantages, analyze your competition.
  • To know the benefits, you need to understand your target audience.

3.Buttons: change a word and you can double your sales

It’s amazing how a detail as insignificant as a button can increase conversion. I often see huge sales pages, that are very crafted, with a spectacular design, but fail in the call to action.

For me, a CTA (call to action, is not just about a colorful button, but everything surrounding the button: the subtitle, the white space around it, the size and color of the button itself and the very words inside it.

No one has a magic wand for conversions, but if someone could have one, it would have been your customers.

Fortunately, we can monitor and analyze whether a CTA works better than another one, then, run A/B tests and try to create 3 different versions.

You could try to use each one on the website between a week and a month and analyze The results, measuring  clicks and sales.

  • Neither GIF, or plain text, or .jpg. A button is a button, if it doesn’t Look like a button, goodbye sale.
  • Add words on a CTA button like # Now, #, # Today # or affirmative words, because this may  help.
  • If you don’t run A/B testing on your website, you will be losing sales.

4. Microcopywriting: Try to make your client smile

I explained at the beginning that the menu should be basic and clear. He same thing should happen with the texts.

To sell you have to communicate directly and easily. However, you can take advantage of your creativity into small pills called Microcopywriting.

These are words or phrases that can make the reader smile, relax his brain and somehow ease the way for the purchase.

For example

The Canva layout editor uses microcopywriting many times. When an error occurs, the following message is displayed: “Our electrogoblins had a problem” It even seems that the problem doesn’t bother that many users, when they see that funny message.

Online stores should use this technique more to woo their customers and get more online conversions. Many began to implement this type of strategy in product listings, but it works best in unexpected places.

I once worked for a Geek / freak tech ecommerce and I modified the “add to cart” button to “add to the supersonic cart. “

How the goods were shipped in 24 hours and everything was related to science fiction and new technologies, so this was an appropriate and very funny change for customers.

This technique also helps define the corporate identity of your company.

In this project I had a lot of fun, adding whole sentences like “So that your doubts are not swallowed by a black hole: see the Question and answer section. “Surely you can find sections to add microcopywriting and improve your own website.

  • Add them near the buttons, in the footer, when the user is waiting for the website to load, etc.
  • Microcopywriting is extra, you should never sacrifice the clarity of your text.
  • Beware of using ambiguous words if your audience resides in more than one country.

5. Transactional pages: missed opportunities

Imagine that the reader of your blog subscribed to your newsletter. A in return, you offer something (lead magnet), or simply try to redirect the user to another page. If you created a transactional  “Thank you” page and you are not using it to boost conversions, you are also losing sales.

On this last point, what I want you to understand is that to sell more, you need to be very organized.

Each website should have a clear structure. If you can’t identify the problems on your computer, grab paper and pen, and start annotating page errors.

When you have all the sections, sub-pages and pages classified, it will be easier to see where your sales funnel is failing or which aspects will have to be reviewed.

Copywriting doesn’t work by its own, it must be a tool of your online strategy.

To help you understand better, I’ll give you an example. If your goal is to sell a book, before selling it, you would need to capture the subscriber, the structure  would be more or less like this.

Squeeze page > Newsletter > Landing

You offer a free PDF for the user to become a subscriber and, days later this subscriber will receive an email telling an interesting story and this user will feel connected with you through the message, in this email, you will include a link to the landing page where he can find the book you want to sell to him.

But if copywriting is not correct in any of these 3 steps, the reader will never click the buy button on the landing page.

When a customer contacts me,  asking for just one page or one sales email and I see that the rest of the strategy is wrong, I explain clearly. What is the advantage of having good click rates if the Conversion rate is low?

So pay close attention to any section of your website, however unimportant it may seem. You can increase your conversion rate, even on a 404 error page. Start working with the conceptual map of your site.

  • Each section is important and can expand or reduce the number of sales.
  • If you have an ecommerce do not forget the copywriting on the the cart page.
  • Review your copywriting strategy as a whole, your voice should be consistent.

I hope these 5 tips have been helpful.

 

Rosa Morel


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Comments

  1. Juan Carlos Rubio

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    Hay más servicios que los pueden ayudar a crecer su negocio,
    todos desde 5 dólares,

    Un saludo.

    25/03/2017 - 23:20:36 Publicar una respuesta
  2. Jose

    Excelente artículo. Muchas gracias por los consejos. Yo creo que lo mejor es probar diferentes opciones, hasta conseguir con los mejores resultados.

    10/02/2017 - 20:08:03 Publicar una respuesta
  3. Javier Vega

    Pues me ha parecido muy buena esta entrada, Rosa. Voy a revisar mis paginas y la de mis clientes y empezar a aplicar estos detalles. Siempre he sabido que el copywriting es importantísimo para convertir. Gracias¡

    10/02/2017 - 12:58:34 Publicar una respuesta

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