What are some of the common conversion copywriting mistakes and how can you avoid them?

You have to leverage actual data and interactions with customers. By conducting surveys and researching to understand their mental models, preferences, and reasons for choosing your brand, you gain valuable insights. It's important to deeply understand not just the brand and industry, but also the consumer psychology and nuances of the product. This knowledge enables the creation of tailored and impactful copy. A/B testing then becomes an essential tool to refine and perfect this copy, ensuring it resonates well with the target audience and drives conversions effectively.

Amateur DTC brands often think getting "inspired" from their competitors' hooks and punches is sufficient for compelling copy that makes them buy. Little do they realize that they have the option to swipe copy line to line and not write a single original word and perform way better than they did with the former method ??? It's called "copy swiping" and can be carried out free of cost on your customer feedback page. You can extract Voice of Customer data & use it to create an original copy. The flow and sequence of this direct response copywriting method needs to be considered which usually flows on a persuasion slide starting from building up on user motivation based on their awareness stage, communicating value & alleviating objections.

The first meeting with a client should include the question: "Who is this product for?" Your goal then is to go as deep as you possibly can to understand exactly who has the pain point that your client is trying to solve. Ideally, you'll segment these prospects into different groups, perhaps by interest, disposable income level, or age. Having this nailed is the first step to writing copy that converts.

If you have more than 100k monthly website visitors, it’s enough to collect representative data to create data-driven copy. Meaning that you don’t need to guess what are users pains, fears, needs, unanswered questions, etc. Such guessing is the main mistake in conversion copywriting. Don’t try to be an oracle and predict that. It could be hard even when you have 10 years domain expertise. Get data on this instead of guessing.

Utilize real data and customer feedback through surveys to grasp their psychology and brand preferences. Deeply understanding consumer behavior and product nuances enables crafting impactful copy. A/B testing is crucial for refining this copy to ensure it aligns with audience needs and maximizes conversions.

In my experience, conversion copywriting is distinct in its focus on specific KPIs, requiring a tight alignment with the UX/UI design to guide users toward desired actions. It's not just about crafting compelling content; it's about understanding and integrating the user's journey and the strategic goals of the website. Each word is chosen for impact and its ability to persuade and lead the user towards a specific action, making the copy an active participant in achieving business objectives.

Nothing helps you more than a clear CTA. 1. Be short and clear. 2-3 words. Ideally a verb. Tell users what you want them to do. 2. Avoid generic phrases like "Learn more". These convert worst of all. 3. Give some reassurance that you won't charge them straight away. People don't want to buy immediately. Use "Try for free", "Add to cart" vs "Buy now".

Your entire landing page should be structured in a way that aims to convert users and goals are what keep you on track to do this. There are a few common types of goals, but these are often what most businesses want to achieve: - Email subscribers - Purchases - Appointment set - Application Pages that convert best often have just one clear goal in mind. After all, your copy is making an 'ask', so it's important to avoid confusing users by shooting for everything at once.

??It’s important to understand the objective of your copy/content. One helpful tip is to breakdown content into categories. I use these 5 buckets for my personal brand and with clients to clarify the objective/expected outcomes for each piece of content/copy: (1) Brand (2) Visibility (3) Thought Leadership (4) Engagement (5) Lead/Demand Generation. It’s a total game changer if you’re not using these as tags or buckets in your content strategy. By tagging these objectives it helps to set expectations for your business partners and clients. So the next time you post for visibility they won’t expects leads and sales by having your content properly tagged. Try it and let me know how it works.??

Make it a simple habit: One marketing collateral = One message = One goal Nobody has the time to digest, remember, and act upon multiple messages thrown at them at once in a single post/newsletter/email/product page. Keep it simple as hell.

Conversion Copywriting is not black and white. In my experience, striking the right balance between showcasing features and highlighting benefits is crucial. Features illustrate the 'how' of a product, providing tangible evidence of its capabilities. Meanwhile, benefits connect emotionally, showing the 'why' by answering the customer's question, "What's in it for me?" It's essential to articulate benefits to engage and motivate, but backing them up with features lends credibility and substance. This dual approach caters to a broader audience - those driven by emotional appeal and others who seek logical, detailed information for comparison. Understanding and addressing both these aspects ensures a more comprehensive and persuasive message.

This may sound a bit controversial; most people don't care what your product or service does. What your audience is trying to achieve, is the ideal outcome of using your product/service. That is where your copywriting efforts should go, in describing the outcomes your product or service can deliver. For example, if you are a virtual assistant don't list all of your skills. Instead, describe the ideal outcome for your client; that their calendar is clearer that it has been for months; they have space to work on their business rather than in their business, they can finally have their weekends back to spend time with their family.

Your neck is bleeding. You don't want to know the thread count of the bandage - you just know the bandage will keep you alive until you get to the hospital. The former is a feature, the latter is a benefit. See the difference? Lead with how your product will help a potential customer RIGHT NOW, rather than telling them how awesome it is.

Features are overrated. Good copywriting focuses on the questions "what do I get out of it" and repeatedly answers the question a grumpy customer would have "so what...?" A simple prompt to get a compelling copy from chatgpt in such a scenario: "Your [product/service] offers [unique benefits] that can solve the pain points of your [ideal customer persona]. Develop a [type of text] that effectively communicates these advantages constantly communicating the advantages of provided unique features and addresses any potential objections, using persuasive language and data to support your claims."

You're going to see more people make this mistake in 2024. The irony is that they'll make the mistake because it's never been easier. You see, lots of copywriters and business owners are going to use AI to produce content that is the supermarket budget version of vanilla; its main ingredients being fluff, filler, and meh. See, it's always been vital to speak to your users as an actual human in a real-life interaction would. But now, in the age of instant content, it's never been more important to add a human touch to what you're putting out into the world. After all, this is likely the first contact that a user will have with your business, so get to the point, use a human tone, and set them at ease right away. Tell me I'm wrong.

There's a trend of more personalized, human, and conversational communicative styles taking over not just DTC brands but even the B2B industries. Today consumers and business clients alike are inundated with information. The key to capturing their attention lies in crafting conversion copy that is clear, concise, and free from unnecessary fluff and complex jargon. This approach not only makes the message more digestible but also more relatable, fostering a sense of connection and trust. For B2C brands, this means embracing a tone that resonates with the lifestyle and values of the consumer. It’s about creating a narrative that they can see themselves in, making the product or service an obvious solution to their needs or desires.

Confusing copy doesn't convert. I see it all the time, especially in the financial and fintech space. Don't use jargon and fancy words to make you sound more knowledgeable and superior. It doesn't. It just confuses your audience and turns them away. Keep it clear, concise and simple.

If something has worked before, doesn't mean, it stays the same. Make testing a habit, not a one-time effort. Aim for 100+ tests per year. Testing changes your culture. To test, people go beyond their usual routine, it drives creativity and innovation.

Sh*tty landing pages still produce one great thing: Data. This is the key to dragging your content out of the mud and into fresh air and sunlight. So, what is the data telling you? Where are people clicking most/least? Is that what you expected? When do people leave your page and where do they go next? Is that journey what you designed for? Are people filling out your forms or leaving stuff in their cart without checking out? These kinds of insights give you a platform to hypothesize and test. And *that* is where you begin to turn any landing page from useless silo into lead-generating machine. Reminder - here's your process: Check Data Hypothesize Run Test Review Data Hypothesize Run Test It never ends: results just get better.

Das ist essenziell. Denn nur weil jemand gerade die neue Copy unglaublich gut findet (natürlich auch, weil sie neu ist), hei?t das noch lange nicht, dass es bei der Zielgruppe gut ankommt. Mit Hilfe von A/B Tests kann man genau das validieren und herausfinden, wie die Ver?nderung bei der Zielgruppe ankommt. "Der Wurm muss dem Fisch schmecken, nicht dem Angler."

Something exciting to experiment with: The length and level of detail of the texts. Concise and compact is not always the best way - it depends on many factors, such as context or the user's prior qualifications. You should therefore also test the level of detail and length of texts.