Today I am going to give you three simple tactics that can greatly improve your conversion rates. Nothing too new here, but taking a quick look around the web, I see many people fail to follow them… still:
- Self Interest rules on the web: People want to know whats in it for THEM, and them alone. If your headline does not accurately predict what the visitor is interested in, AND convey it in a short compelling manner, you are losing visitors and money. Instead of: “This enterprise class system features 16 key functionalities,” try “Your organization can enjoy increased productivity and peace of mind.” Including the word YOU can make or break a headline, and an entire ad. We’ve seen it in numerous tests.
- Be specific: Nothing sounds like canned boilerplate copy worse that general, non specific descriptions. Adding real numbers makes your copy much more beleivable. Instead of “Our system has many valuable features,” use “Our system has 97 great features that will save you at least 9 hours and 16 minutes each week.”
- Use “How to”: There are few words which are as powerful as these in copywriting. The reason this works so well is that using “How to” to start off a headline puts you right into a self interest style of writing. People online are seeking information, or in other words… how to do something.