How to write and optimize sales pages to boost website conversions — Review (Part 1)

In this blog, we will discuss different ways to optimize product messaging and copies to boost conversions on the website. The methods we are going to use are research-driven and backed by data. Our goal is to craft data-driven and customer-focused product messages, UVP and copies. 

My blog is based on CXL’s Product Messaging Course. I will share the important highlights and key points that I have learned from the course that can help digital marketers better understand sales copywriting and product messaging. However, It is a bit difficult to cover the whole course in just one blog, so I will split it into two different blogs.

Tear Down Framework by Momoko Price

Many freelance copywriters and even agencies conduct the sales page audit based on their own opinion and experience. They don’t have any data to back it up. In the copy teardown process, we are going to use data-driven methods and scientific techniques to audit your sales page. 

This framework by Momoko Price audits the landing page or sales page to find out whether the content on your website page is effective or not. And, in the process, we will use three methods:

• MEClab’s Conversion Sequence Heuristic
• Cialdini’s Principle of Persuasion
• Claude Hopkin’s Scientific Advertising

MEClab’s Conversion Sequence Heuristic

The MECLABS Conversion Sequence Heuristic is a framework of five factors which are mentioned below. These elements help you better optimize your website and bring persuasion power to your messaging. 

C= 4M + 3V + 2 (I-F) - 2A

Probability of conversions = C

M = Motivation (when)

Clarity of Value Prop = V (why)

I = Incentive

F = Friction

A = Anxiety 

• Motivation: what people are expecting from you? What motivated them to visit your page?
• Value Proposition: What benefits are they getting from you that they cannot get from anyone?
• Friction: Friction is how difficult it is for your website visitors to convert
• Incentive: Something you can offer to reduce friction (limited time offer or a discount)
• Anxiety: Things which worry your website visitors. It could be the worry of wasting money, buying an overpriced thing or something else 

Cialdini’s 7 Principles of Persuasion

If you are in the field of marketing, you may already know about Cialdini’s 7 principles of persuasion. We are going to use these in our audit.

• Social Proof: Evidence that other people have bought from you and they were satisfied
• Authority: Showing them that you are the expert in the field 
• Liking: We are more likely to buy from people we already like
• Scarcity/Urgency: People act quickly when they know something is scarce (limited time offer)
• Reciprocity: Doing something for your prospects so they return the favour by buying something from you 
• Commitment/Consistency: Asking for small things first to build rapport so you can ask for bigger things later 
• Unity (us vs them): Make them feel like they belong to your community

Claude Hopkin’s Scientific Advertising

We are going to use a few key takeaways from the books of Claude Hopkin — a genius copywriter of his time. Although he was born in 1886, his techniques are still relevant and effective for us.

• Be specific: Generic statements don’t work. Claims like the best machine in the world turn people off and they think you are lying. So, be specific with your claims. Don’t just say the most sold watch, instead give them a number. For instance, 8,981 watches sold.
• Offer service: Don’t try too hard to sell. Your consumers are selfish. They expect you to solve their problems. So, offer service and make their life easier.
• Tell the full story: Don’t be afraid of writing a long copy. Be concise and specific, but the information you provide to your customers should be enough for them to be persuaded
• Be a salesman: Write your copy as if your customer is in front of you and you are selling directly to him/her 

Conducting the sales page audit using these principles

The framework we are going to use now is based on the principles and methods we have discussed above. Here is the framework:

• Orient Upon Entrance — should have a clear USP, should be audience-oriented, should match the pre-click copy (Ad headline or SERP)
• Appeal to User Motivation — emphasize on the desired outcome and pain points VIVIDLY. The copy should link to the desired outcomes as well 
• Convey Unique Value - Your copy should explicitly explain all the benefits that customers will get after choosing your product
• Establish Credibility — Easily verifiable testimonials and endorsements
• Address Objections/Fears — your copy should help them overcome their fears by offering something like a guarantee 
• Present The Offer — CTA should be clear and present the offer precisely. It should tell the user what happens when he or she clicks on it
• Form Design — Minimum, visible and simple fields. Secure payment icons or text. The form should not remove the previously entered information if there is an error.

If all this sounds a bit complicated and overwhelming to you, I will suggest you go and watch CXL’s course on Product Messaging by Momoko Price.

Introduction to message mining 

We discussed the audit of a sales page. But how can we write compelling and persuasive products messaging? Well, the best copies are those which are taken directly from the mouth of your customers.

In message mining, we go through different websites on the internet to see what customers are saying about our product or similar products, so we can write a powerful message which is relatable for our target audience and the reason is it comes from the customer. It is in their language and since it relates to their problems, it is more convincing.

We can look search reviews on Amazon, Quora, Reddit, Yelp or any other website where customers can write something about the product. 

But what should we look for on these websites?

• How people describe our product (on the internet)
• What benefits are most important to them. What are they talking about?
• What they don’t like about products similar to ours
• Things they say are stopping them from buying
• Real-life problems the product has helped them minimize

Here’s how you can effectively mine your messages:

• Step one: Make a list of keywords. Your keywords should be: your brand (if well-known), your product type, and competitor brands
• Step two: Google “[Keyword]” reviews. Also: complaints, forum, questions, discussion, comment.
• Step three: Also check popular review sites like Amazon, Yelp, ConsumerReports, TrustPilot, TripAdvisor, Facebook Pages, and your own site reviews. This depends on your product too. For instance, if you are a food brand, then look at food review websites.
• Step four: Collect into a spreadsheet 
• Step five: Categorize and rank the motivators/pain points, purchase prompts, objections, and swipe-worthy copy!

Message mining works really well because customers can relate to it. As an advertiser said, you have to join the conversation in your customer’s mind. But what type of communication should we focus on that totally depends on the awareness level of our target audience. You should different to people who don’t know about your brands and your products compared to those who have bought from you in the past. 

Creating Unique Value Propositions

Unique Value Proposition is a word which is used so often that is has lost its original value and has become a buzzword. In the context of product messaging, UVP should include the following:

• What is in there for the customer
• Why the customer should prefer your product over the competitor’s

When you are creating the value proposition. Just keep drilling into it. Don’t go anywhere, keep on answering it again and again. 

There are two common scenarios when we are talking about UVP:

• The niche or product is totally new. This means you have no previous customers or traffic
• Established products. This means the website receives traffic and customers are active 

For established products, the awareness level in the customers is higher. So, you don’t have to explain how the product is going to solve their problem, because they are already aware. Here, it is better to showcase your product features. On the other hand, when your product is new to the market, you should first focus on telling them how it can solve their problems.

Here are some ideas by Momoko Price to brainstorm USP:

• Write down all the key features of your product
• Pinpoint those which are unique
• Link each pain point with a feature
• Write down the desirable outcome customers get after eliminating a pain point

Every feature is different in terms of importance. The more important a feature is to a customer, the more focus it should receive. After all, customers buy your products to solve their problems. 

Product UVP Formula by Momoko Price

As I always say, advertising is unpredictable and difficult to anticipate. There is no fixed formula for anything, what works perfectly for your competitor, could be terrible for you. So, it is important to test before you completely implement anything. When crafting a UVP, many copywriters try to be cool and clever. They write fancy UVP which sound really cool but merely tells customers what in it for them. So, here is something for writing Unique Value Propositions which can help you stick to the core message:

• Awareness level: what is the level of awareness of the customers? Are they totally unaware of the product? Are they comparing your product with others to make a better decision? Have they considered all the products and now they are looking for an offer?
• Type of UVP: Your UVP should focus on either achieving enhancement or eliminating a pain

Conclusion and My Thoughts on Product Messaging by CXL Insitute 

In this blog, I covered: Copy teardown (or audit), Message Mining and Unique Value Proposition. In the next blog, I am going to cover the remaining elements of this course.

My thoughts: I think this course gives digital marketers strategies to craft compelling product messaging. Although the course is a bit long, it comprehensively covers all the aspects of product messaging and sales copywriting which can help optimizers boost their conversion rates.