Quick Win Clinic 5 simple ways to improve your webpage copy right - PowerPoint PPT Presentation

Quick Win Clinic 5 simple ways to improve your webpage copy right now Flint McGlaughlin CEO & Managing Director MECLABS Institute

Session Speaker Dr. Flint McGlaughlin – Director, MECLABS Group Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a former Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. For more, follow @flintsnotes or visit flintsnotes.com @FlintsNotes 2

Experiment: Background  Experiment ID: (Protected) Location: MECLABS Research Library Test Protocol Number: TP1635 Research Notes: Background: A large PR network offering distribution of news releases to Wordpress bloggers. Goal: To increase clickthrough rate. Primary Research Question: Which page will produce the highest clickthrough rate? Approach: A/B split test (variable cluster) @FlintsNotes

Experiment: Original Page @FlintsNotes

Experiment: Treatment @FlintsNotes

Experiment: Treatment @FlintsNotes

Experiment: Side-by-Side Treatment Control @FlintsNotes

Experiment: Results 321% increase in Click-through The optimized version increased the on-page conversion rate by 321% Landing Page Click Rate Rel. Diff Stat. Confidence Control 3.0% - - 99% Treatment 12.6% 321% ! What You Need to Understand : The copy-intensive treatment generated 321% more product starts and a subsequent increase in product previews and purchases. @FlintsNotes

Why did the new page win? Much could be said about • all the different changes made to this page, but probably the most impactful was the change in copy. It was the strategic wording • used in the copy that intensified the momentum of the prospect. @FlintsNotes

What you need to understand  Key Principles 1. Optimizing copy is one of the most efficient levers for maximizing offer-response in your marketing collateral. Indeed, our experiments suggest that there is a disproportionately high return on efforts to optimize copy. @FlintsNotes

What you need to understand  Key Principles 1. Optimizing copy is one of the most efficient levers for maximizing offer- response in your marketing collateral. Indeed, our experiments suggest that there is a disproportionately high return on efforts to optimize copy. 2. As we have taught elsewhere, optimizing copy comes down to understanding how people’s thoughts arrange themselves. @FlintsNotes

Synchronizing Copy with the Customer SUB STORY Climax Climax Falling Act. Rising Act. Resolution /Exposition Exposition Resolution ACT 1 ACT 2 ACT 3 Middle (The Confrontation) End (The Resolve) Beginning (The Setup) People’s thoughts arrange themselves in story , therefore understanding your visitor’s thought sequence comes down to understanding the basic structure of a story. Each part of the conversion process can be tied to story… @FlintsNotes

Synchronizing Copy with the Customer Cart/Nurture Landing Page Banner Ad Thank-you Page Thank you Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Middle (The Confrontation) End (The Resolve) Beginning (The Setup) @FlintsNotes

Synchronizing Copy with the Customer Cart/Nurture Landing Page Banner Ad Thank-you Page Thank you Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Middle (The Confrontation) End (The Resolve) Beginning (The Setup) @FlintsNotes

Synchronizing Copy with the Customer Foster Make the Ask Achieve Orientation Intensify Problem Conclusion Engage Conversation Apply Urgency Present Solution Climax Exposition Resolution ACT 1 ACT 2 ACT 3 Middle (The Confrontation) End (The Resolve) Beginning (The Setup) @FlintsNotes

Today’s Focus Foster Make the Ask Achieve Orientation Intensify Problem Conclusion Engage Conversation Apply Urgency Present Solution STEP ONE: Achieve Orientation STEP FIVE: Foster Conclusion STEP TWO: Build Engagement STEP SIX: Make the Ask STEP SEVEN: Apply Urgency STEP THREE: Intensify Problem STEP FOUR: Present Solution @FlintsNotes

STEP 1 : Achieve Orientation Foster Make the Ask Achieve Orientation Intensify Problem Conclusion Apply Urgency Build Engagement Present Solution @FlintsNotes

Step 1: Achieve Orientation  Key Principles 1. For every transition in the conversion process, the visitor experiences a moment of orientation. 2. To provide orientation, the marketer must first ensure there is continuity between the channel and the landing page. @FlintsNotes

Step 1 : Achieve Orientation Landing Page WordPress Ad Headline #1 is • hidden in banner. Headline #2 is not • directly connected to the value promised in the ad and causes disorientation @FlintsNotes

Step 1 : Achieve Orientation Landing Page WordPress Ad New headline orients • the visitor by directly connecting to the specific wording of the ad and is given visual prominence. Every other element lets • the visitor know precisely what to do on this page. @FlintsNotes

Experiment : Background  Experiment ID: (Protected) Location: MECLABS Research Library Test Protocol Number: TP1306(b) Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary Research Question: Which page will obtain the most form submissions? Approach: A/B multi-factor split test @FlintsNotes

Experiment : Control Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com The control utilizes a general • headline that doesn’t reference the keyword used in the PPC ad. 22 @FlintsNotes

Experiment : Treatment Treatment [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com The treatment simply • integrated the keyword utilized in the PPC ad. @FlintsNotes

Experiment : Side-by-side Control – Keyword NOT Present Treatment – Keyword IS Present @FlintsNotes

Experiment : Results 144% increase in Total Leads The new form page increased lead rate by 144% Landing Page Conv Rate Rel. Diff Stat. Confidence Control 4.93% - - 99% Treatment 12.05% 144% What You Need to Understand : By strategically placing the keyword from ! the PPC ad into the headline of the landing page, the treatment produced 144% more leads. @FlintsNotes

Step 1 : Achieve Orientation  Key Principles 1. For every transition in the conversion process, the visitor experiences a moment of orientation. 2. To provide orientation, the marketer must first ensure there is continuity between the channel and the landing page. 3. Next, the marketer has approximately 7 seconds to answer two critical questions in the mind of the prospect: QUESTION #1: Where am I now? QUESTION #2 : What can I do here? @FlintsNotes

Not this, but this But this Not this 155% IN CONVERSIONS @FlintsNotes

Not this, but this Not this But this 189% IN CONVERSIONS @FlintsNotes

Step 1: Audience Activity Take a moment with one of your printed pages and evaluate the first two inches of your page based on the following checklist: Rank the first 5 page elements a visitor will see when landing on your webpage. Which of these elements lets the visitor know where they are ? Which of these elements lets the visitor know what they can do ? Does the language on the page match the language in the channel people come to this page through? Does it integrate specific wording used in the ad or attracting marketing collateral piece? @FlintsNotes

STEP 2 : Engage Conversation Foster Make the Ask Achieve Orientation Intensify Problem Conclusion Apply Urgency Engage Conversation Present Solution @FlintsNotes

Step 2 : Engage Conversation  Key Principles 1. The key to effective copy is to develop a relationship, and thus guide the prospect to an inevitable conclusion (the value exchange). 2. In order to develop a relationship, one must engage a conversation. In order to engage a conversation, one must employ a “conversation starter”. This involves two steps: 1. Capture attention 2. Convert to interest @FlintsNotes

Step 2 : Engage Conversation While the control copy • tries to emphasize the customer value, it is vague using company language and logic , offering a seemingly irrelevant product as a solution @FlintsNotes

Step 2 : Engage Conversation The treatment uses the • visitor’s language to connect directly with an immediate need @FlintsNotes

Step 2 : Engage Conversation It then presents an • attractive promise directly relative to the visitor’s need @FlintsNotes