digital copywriting presentation
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Digital Copywriting
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Online text behaves differently.
Clickable Scrollable Copyable Searchable
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Do People Read Differently Online?
Online users view text rather than read it.
They scan, skim and scroll.
Normally at high speed.
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79% of online visitors don’t read. They either scan or skim.
16% will read word for word.
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–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.”
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“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.
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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
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1. Share Information
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- 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
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Don’t make your audience work for it.
Do Provide:
Clear product descriptions Simple instructions Prominent payment & shipping info
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Write Visually.
Use: - indents - sub-headings - bullet points - numbers
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Bullets -> 15.9% improvement
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2. Engage the reader.
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Online copy should address
consumers as participants, not just readers.
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Always think about things from the user’s perspective.
(Embrace your inner psychologist!)
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Be Useful.
What’s in it for me?
Why should I care?
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Here, the Magic Word is Get.
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3. Build Trust.
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Don’t lie.
Your reputation is at stake.
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Avoid superlatives.
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“The hard sale is dead.”
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4. Encourage the user to take action.
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(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.
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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
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Calls to Action (CTAs)
Submit
Add to Cart
Continue
Checkout
Review Order
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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.
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“Continue” was causing confusion and cart abandonment. Tested “Almost Done” and “Review Order”. RO-> 39.4% CTR
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“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
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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
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