digital copywriting presentation
Post on 26-Aug-2014
830 Views
Preview:
DESCRIPTION
TRANSCRIPT
Digital Copywriting
Online text behaves differently.
Clickable Scrollable Copyable Searchable
Do People Read Differently Online?
Online users view text rather than read it.
They scan, skim and scroll.
Normally at high speed.
79% of online visitors don’t read. They either scan or skim.
16% will read word for word.
–Nicholas Carr
“Once I was a scuba diver in a sea of words. Now I zip along the
surface like a guy on a jet ski.”
“Digital media doesn’t have the same physical constraints as traditional media. Your audience can engage with content where and when they
want to.”
In other words……they have a choice.
4 objectives of online copy:
1. Share information 2. Engage the reader
3. Build trust * 4. Encourage the reader to take a
certain course of action
1. Share Information
- NO COPY ON PRODUCT PAGES: Writing content on each product page helps you express what your product does and build trust with consumers.
- DUPLICATE COPY: Don’t just use manufacturer’s copy. This creates inconsistency across the site and is a lost opportunity.
Common eCommerce Mistakes
Don’t make your audience work for it.
Do Provide:
Clear product descriptions Simple instructions Prominent payment & shipping info
Write Visually.
Use: - indents - sub-headings - bullet points - numbers
Bullets -> 15.9% improvement
2. Engage the reader.
Online copy should address
consumers as participants, not just readers.
Always think about things from the user’s perspective.
(Embrace your inner psychologist!)
Be Useful.
What’s in it for me?
Why should I care?
Here, the Magic Word is Get.
3. Build Trust.
Don’t lie.
Your reputation is at stake.
Avoid superlatives.
“The hard sale is dead.”
4. Encourage the user to take action.
(Insert soothing microcopy* here.)
*those little words and phrases that enhance the user experience, add personality & most importantly, have the ability to reduce friction and get people to take action.
The “no additional costs” text was added because hidden costs are the #1 reason why people
abandon shopping carts.
11.3% in conversions
yoast.com
Calls to Action (CTAs)
Submit
Add to Cart
Continue
Checkout
Review Order
Veeam’s visitors wanted to see prices, but they couldn’t display them due to partner agreements. They tested changing the phrase from
“request a quote” to “request pricing.”
The result? A 161.66% increase in clicks to their lead gen form.
“Continue” was causing confusion and cart abandonment. Tested “Almost Done” and “Review Order”. RO-> 39.4% CTR
“Data has the power to prove wrong all your instincts, gut feeling, intuition and the like.
It doesn’t matter what you think—results matter.”
The Power of Data
What a/b testing shows us is that we never know all the answers…
PLAY, LISTEN, see what works and what doesn’t—and respond accordingly.
A/B TESTING TRUMPS EGO
top related