Your engineering team is skeptical about copywriting's impact on sales. How can you prove its effectiveness?

Are these questions bots-generated? I mean what does the engineering team has to do with sales? Engineers are skeptical of the impact of copywriting in sales? Don't they have a different job description? How about copywriters being skeptical of the impact of engineering in product development? I'm not about to waste valuable time explaining the importance of water to fish to a bunch of skydivers.

Copywriting alone is not sufficient to properly launch products or services. Online media is very visual, so copy should be paired with images or videos. Videos, in particular, draw attention and can increase conversion rates. However, copywriters play a crucial role in selecting visual media to ensure the content's intent is matched with enticing and appropriate images.

To prove copywriting's impact on sales, start with A/B testing: compare two versions of a webpage or ad to measure performance differences in metrics like conversion rates. Use analytics tools to track user engagement, such as bounce rates and time on page. Present before-and-after data showing sales increases after copy changes. Share case studies from companies like Dropbox, which saw a boost in sign-ups from improved copy. Highlight customer feedback and use industry reports to support your case. Collaborate with sales and marketing teams for insights, and calculate the ROI of copywriting efforts to show its value.

To further refine A/B testing, metrics such as click-through rates, time spent on page, and bounce rates should be closely monitored. Additionally, posting the A/B versions to different forums allows for sentiment analysis, gauging user reactions and preferences. Text analysis tools can analyze feedback and comments to identify positive, negative, or neutral sentiments. Heatmaps and click maps provide insights into user interactions with the content, showing which parts of the copy capture the most attention. In my experience, leveraging these techniques provides comprehensive data that supports the effectiveness of copywriting efforts, whether internally, or while showing clients the potential of an upcoming campaign.

Effectively tracking, analyzing, and reporting conversion rates requires using advanced tools and techniques. Google Analytics is essential for tracking user behavior and conversions. Combine this with Mixpanel or Amplitude for detailed event tracking and cohort analysis. Visualization platforms like Tableau or Google Data Studio create comprehensive dashboards highlighting key metrics and trends. Utilize conversion tracking in ad platforms like Google Ads and Facebook Ads Manager to attribute conversions to specific campaigns. Regularly update dashboards and reports to provide stakeholders with real-time data for timely decision-making and optimizations.

Bring them into the process as early on as possible. Let them share their ideas; you don't have to implement them, but be willing to listen. Don't see them as the enemy but rather people who care about the end product the same way you do.