writing killer conversion copy: getting past the bouncers in your visitors' brains

Writing Killer Conversion Copy: Getting Past the Bouncers in

Your Visitors’ Brains

Free Webinar Series

Brian Massey Conversion Scientist @bmassey

@sitetuners, #CRO, #personalization

Featuring:

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Our mission is to influence your visitors to take the desired action on your website or landing page

ACT

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M O R E T H A N

s i n c e 2 0 0 2

1250 CLIENTS

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Conversion Rate

Optimization Services

Staff training & mentoring

Call us in on a single project or turn to us for ongoing monthly conversion support

Conversion analysis and CRO-focused redesign (single page or full site)

A/B and multivariate test plan development

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

Today’s Expert: Brian Massey

• Conversion Scientist @ Conversion Sciences – and has

the lab coat to prove it!

• Author of Your Customer Creation Equation

• 20+ years ad computer programmer, entrepreneur,

corporate marketer, national speaker and writer

• Master doodler

• Top rated speaker at Conversion Conference and other

national events including PubCon, OMMA, Innotech and

more

@bmassey

» Brian Massey @bmassey » Conversion Scientist » Conversion Sciences

Writing Persuasive Copy Getting Past the Bouncers in our Brains

@bmassey

Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%.

“If you create something with a hook, you can experience dramatic results.” – Chris Lindland, CEO

Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=all

@bmassey

Conversion Scientist

Founder of Conversion Sciences International Speaker Author: Your Customer Creation Equation Lab Wear Fashion Model

@bmassey

@bmassey

The Real Scientific Method

@bmassey

Typography

(Motion optional)

@bmassey

@bmassey

Meet the Bastards

@bmassey Source: Wizard Academy www.wizardacademy.com

Carl

Wernicke Pierre Paul

Broca

@bmassey

@bmassey

Seeing Words Passively

Primary Visual Cortex

Generating (and Reading) Words

Broca’s Area Wernicke’s Area

http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2

@bmassey Chapter 30 of Secret Formulas of the Wizard of Ads, 1999

@bmassey

Broca’s Area

Motor Cortex

http://www.sxc.hu/profile/craiova

@bmassey

Free Marketing Research Lousy Marketing Ideas. Don't Come to our Site. www.*****.com

Bulldog Info & Resources Vaguely useful pet site Affiliate links and pictures www.*****.com

Free Marketing Research We hold all the secrets to internet marketing. Buy Now! www.*****.com

Bulldog Info & Resources Site about family dog Pictures and links here www.*****.com

Source: MarketingExperiments PPC Ad Copy Tested 6/2005

@bmassey

26% Conversion

Rate

@bmassey

There is no body language on the

Web…

@bmassey http://www.nataliedee.com/

@bmassey

@bmassey

Would You Lease a Car from Ling?

@bmassey

The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?

@bmassey

The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?

@bmassey More leads

@bmassey

@bmassey

@bmassey

Methodical

Competitive

Humanist

Spontaneous

Lo

gic

al

Em

oti

on

al

Q u i c k D e c i s i o n s D e l i b e r a t e D e c i s i o n s Brian and Jeffrey Eisenberg,

Waiting for Your Cat to Bark?

@bmassey

@bmassey

@bmassey

We want to shake your hand, so you can start sending us checks.

@bmassey http://www.sxc.hu/profile/guitargoa

We don’t know what we’re measuring, but it looks pretty damn good.

@bmassey

If you work with us you might get laid.

@bmassey

This person doesn’t work here, but we’ll already have you on the phone before you realize it.

@bmassey

We aren’t racist. Or sexists. And we aren’t sure why we had to point that out.

@bmassey

@bmassey

This took about 20 minutes using PowerPoint.

@bmassey

These were done using Box Shot 3D.

@bmassey

@bmassey

@bmassey

@bmassey

Our heat-reflecting paint kicks ass.

@bmassey

@bmassey

@bmassey

@bmassey

Different Product Different Girl

No mention of Wonderland Collection

Colors Match

@bmassey

@bmassey Higher revenues

@bmassey

@bmassey

Wizard Academy www.wizardacademy.org

@bmassey

@bmassey

20% Off Window Treatments We Bring the Showroom to You. Free Local Design & Measure! www.decorview.com

$100 off Power Shades Sale on Automated Fashions. Free Local Design & Measure! www.decorview.com

Top Performing Ads

@bmassey

@bmassey

@bmassey

@bmassey

@bmassey

Control

Treatment A

Treatment B

@bmassey

Design and UX Knowledge

@bmassey www.garrisonphoto.org/sxc

@bmassey

@bmassey

A) We Can Help. Call…

B) Speak with a Compassionate Rehab Specialist. Call… C) Ready to Start Healing? Call… D) Ready to Stop Lying? If so, we can help. Call…

-18%

Control

+32%

+43%

@bmassey

Bouncers? What bouncer

@bmassey

The Conversion Scientist Blog conversci.com/upside Contact: brian@conversionsciences.com 888.961.6604

Conversion Upside Calculator

conversci.com/upside

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Get a Free 15 Minute Conversion Review

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Next Month: GA Tricks for Huge CRO Advantage

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• How to find segments that are ripe for optimization and conversion lift Identify key segments and opportunities for customization

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• How specific pages and/or products on your site interact to bolster purchase value

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