COPY TEAR-DOWN FRAMEWORK FOR CRAFTING EFFECTIVE PRODUCT MESSAGE

Website copy is one of the most essential elements for your business to achieve high conversion rate through your marketing funnel.

One of the most common term to maintain the message of your product is (Copy Tear-down).

Copy Tear-down is the process of breakdown and assessing the web-page copy to achieve three things:

1- Base your copy on proven persuasion principles.

2- A gap analysis tool to assess your copy.

3- A guideline for what likely isn’t work for you.

According to Mokomo Price instructor of Product messaging course at CXL: “Only listening to customers and prospects will get you this information”.

#Mokomo’s Tear-down Framework

Mokomo tear-down framework is based on 3 main approaches to assess the copy in effective way.

#1 In the bottom (MEClab’s conversion heuristic formula)

It’s a frame work of five factors to focus your optimization energy. It helps you to bring discipline, rigor, and sustainable success to the marketing department.

Objectives: Tested CRO Principles

·    Probability of Conversion: It’s important to understand (who you’re trying to convert? – What you’re trying to convert them to?).

·    Motivation: (4) indicates how much they (Motivation) impact the probability of conversion, Gain the understanding of your potential customer and what’s motivating them to be converted.

·    Value proposition: The force of your value proposition increases due to 4 elements:

1. Appeal (How much they desire this offer?)

2. Exclusivity (Where else they can find this offer?)

3. Credibility (Can they trust your claim?)

4. Clarity (What are you actually offering?)

·    Incentive and Friction: This factor represents the psychological cost that impact the conversion rate:

1. Length-related friction: fatigue and irritation that ask for more time or information from the prospects.

2. Difficulty-related friction: the result of website elements that cause confusion or undue amount of efforts to complete.

Incentive is the positive element which is used to offset any friction that you cannot eliminate.

·    Anxiety: the concern the users has toward the process such as checkout page with privacy or security concern.

#2 In the Middle (Cialdini’s principles of persuasion)

Influence: The psychology of persuasion; A book by Dr. Robert B. Cialdini that everyone in conversion optimization should read.

Objectives: Tested Psychological Principles

·    Social Proof: Feeling validated based on what others are doing.

·    Authority: People has tendency to obey authority figures.

·    Liking: Affinity is the secret to follow someone habits and actions.

·    Scarcity: Perception of that products are more attractive when their availability is limited.

·    Reciprocity: Give a little something to get a little something.

·    Commitment: Users want their beliefs to be consistent with their values.

·    Unity: The shared identity that influencer shares with the influencee.

Apply these elements to your web-page to increase your conversion rate.

#3 In the Top (Claude Hopkins’ scientific advertising)

Claude Hopkins (1866 – 1932) was one of the great advertising pioneers, He’s the 1st one who used the idea of conversion copywriter and coupons trackers to test headlines, offers, and propositions against one another.

“We cannot go after thousands of men until we learn how to win one” – Claude C. Hopkins

Objectives: Tested Copywriting Principles

·    Hopkins’s Rule #1: Be Specific – Avoid superlatives, but make a specific claim.

·    Hopkins's Rule #2: Offer Service – People don’t care about your interest and profits. they seek services for themselves. Best ads ask no one to buy, but based entirely on service.

·    Hopkins's Rule #3: Tell the Full Story – Whether long or short, an advertising story should be reasonably complete.

·    Hopkins's Rule #4: Be a salesman – The best ads help salesman to answer the buyer questions and help them to sell.

#Tear-down Framework and Funnel

Tear-down framework covers the funnel section to assess the message along the user journey

1. Attention – Capturing Copy (SERP Snippet, PPC Ads, Display Ads, FB Ads).

2. Interest – Persuasive Copy (Home page, PPC landing pages, Product Detailed pages.)

3. Action – Transnational Copy (Cart page, Order summary, Checkout page, Signup page).

4. Evaluation – Confirmation Copy (Payment success message).

#Expanded Tear-down Framework and Funnel

Mokomo uses her framework through product messaging course on CXL. The framework depends on (YES/NO) questions to help assessing the copy through the funnel in the most practical way that impact the conversion.

The conversion requirement sections are seven with different questions and score from (1 – 3) to tear-down the copy in any web-page:

1. Orient Upon Entrance – Does the header copy explain the product/service, match the pre-clicked ad or SERP-copy, call out who the product/service is for, a clear, visually dominant page goal that leads further into the funnel?

2. Appeal to user motivation – Does the copy focus on the acquisition of desired outcomes (or) elimination of the pain points, Are the desires/pain points described specifically and vividly, Does the copy bridge the product/service to the acquisition of these desires?

3.  Convey unique value – Does the copy explain what advantages the product/service has over other existing solutions, Does the copy support the claims of these advantages with objective proof points?

4. Establish credibility – Does the copy include endorsements from customers who fit the target audience, Are these testimonials/endorsements easily verifiable?

5. Address fears/objections – Does the copy offer guarantee to minimize perceived risks, Does the copy clearly address conversion-critical questions from prospects?

6. Present the offer – Does the CTA focus on acquiring value or desired outcomes, Is the CTA the most visually dominant element in the viewpoint, Does the CTA make it clear what the user will get upon converting, Does the offer include any time-sensitive incentives to increase urgency to act?.

7. Form design – Does the form ask for the least amount of information required to complete the transaction or qualify a lead, Is the layout of input fields as simple as possible, Does the page include any trust icons/logos for secure payment, Does the form avoid making the user start again if there’s an error?

Tear-down framework is very essential process to ensure that your copy deliver the needed requirements for effective conversion.

Check Mokomo Price course on CXL;Product Messaging Course and practice more on different website product pages to enhance your skills.