One simple way to increase conversions & make your copy more persuasive (+ 3 examples from real website)
Have you ever thought about this????
The bigger the commitment you're asking your prospects to make is, the stronger should you motivate them to make it?(i.e. the clearer?the benefits should be).
You can test this principle?just by doing a simple mind exercise.
Going out for a run?at 7 am?on a cold rainy day??Hell no.
Going out at 7 am?on a cold rainy day to pick up?your new boyfriend you haven't seen in two weeks from the airport? OMG I can't wait!
(And no, I?don't have a new boyfriend, if you're curious. It was just an example.)
Today, I brought you?3 specific real-life examples?of how to?increase conversions by addressing prospects' objections and reservations in a call-to-action section.
Whoever is reading that section attentively is almost ready to press that shiny button.?Let's give them an extra nudge to do that before they reconsider.
Example #1: Asking for a bigger commitment in the price section
Below is an?example of a price section on a landing page of a paid?online community. They don't offer any free trial period, and the minimum membership is 3 months.
Understandably, some prospects are asking themselves,?"Wait... but I want to try this for free / I?want to only sign up for a month."?
And that's exactly the objection they address right after the price tag.
#smart*
* - although I may be biased because I wrote this page and it was my idea???
Example #2: Asking for more data in the contact form
Below is an?example of a "Contact us" section with the corresponding form.
You may have heard that the more data you ask for in a contact form, the less is the chances that a prospect will fill it out. Especially if you ask for such sensitive data as a phone number.
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That's why we decided to make it clear for the prospects why giving us their phone numbers would benefit them.
Example #3: Increasing a chance for inquiry with specificity
Below is a great example of?a "Contact us" section that doesn't ask for any extra data. But, since getting in touch is the Holy Grail of Commitments when it comes to getting inquiries, you can't just slap a contact form on your page and expect to be flooded with leads.
This "Contact us"?checks a lot of boxes and addresses the?following uncertainties a prospect in a clear and fast-to-grasp way:
Additionally, the?phone number and other contact data displayed under the headshot?add credibility and realness (even if the majority of the prospects won't use them).
I didn't write this page (for a change). Because if I?did, I?would have told them to make the header "Schedule a?20-min?strategy call".
The way "20 min" is visually displayed right now, I?won't be surprised if the majority of the visitors miss it.
The top right corner is the least viewed spot on the page + the small half-transparent font reduces the visual prominence further. And knowing the?duration of a call can also influence the number of inquiries.
But besides that, it's a great "Contact us" section.
What could your prospects possibly object to / be not sure about while being almost ready to convert?
Your prospects came so far.?They are already considering clicking that shiny button.
Look at the copy around your CTA. Is there anything that's still unclear / too much to ask?
Address their objections in an authentic and honest way, and they'll gladly give you their money.
***
Gill Andrews?is a copywriter and a UX specialist who turns underperforming websites into lead-generating machines.
Want more actionable tips that will help you improve your website? Check out Gill's book "Making Your Website Work: 100 Copy & Design Tips for Smart Business Owners"
Direct Response Copywriter & Marketing Strategist
2 年Well said Gill Andrews You see...here are few of many facts we need to accept about people: 1. People are naturally lazy. . 2. People don't like unnecessary stress. . 3. People generally commit to things that promises them benefits. However, if there's another alternative that guarantees such benefits...at little or no stress & cost, they will gladly go for that instead of the stressful one... . 4. People are just selfish. . 5. People love being in control. . 6. It's hard for people to give out their personal details to people or brands that do not Know, Like or Trust. . 7. People are inquisitive . . . You see, when you accept these facts about people...crafting your offer for your marketing campaign or your copy...will be lot more easier & effective. . . This is because, what ever it is, be it marketing, advertising or Copywriting...all are directed towards people... towards humans with feelings & emotions and not some mere robots. #copywriting #copywritingtips
I teach you LinkedIn & how to build a brand | Coach for some of the biggest creators on planet Earth | Founder of Link Up, the best community for LinkedIners | Co-founder of Linkbound.io | International Keynote Speaker
2 年I like #3 the most. It sets the stage right away and answers so many questions which a generic “Contact Us” simply doesn’t convey.
I ghostwrite 800-word thought leadership articles for serial entrepreneurs | Ghostwriter | Digital Writer | Top Writer on Medium | Category Pirate | Category Designer
2 年Thanks for sharing Gill Andrews
Systems that scale businesses to 6 & 7 fig | On the cusp of big time growth? You have a good problem | Scale as a coach, consultant or creative with process, strategy, software, & automation | Save 20+ hours a week
2 年Wonderful tips, as always Gill. I can already see some uses for one or two of them....
I help B2B SaaS companies build email lists | Reviewed 100+ SaaS products in the past 4 years | 6x Founder (non-digital) | Sharing insights on Startups, Writing & Content Strategy
2 年Super useful reminder Gill. As always, I must add. Recently a prospect asked me if I could check their 7-page website to see if it the content was okay. Since they were not willing to spend the right amount of money, I asked if they were okay with DIY if pointed to the right resouce. They were, and I sent them a link to your "Small business website checklist." Awesome resources you have developed...Kudos and thanks.