It’s important to remember the sales cycle when designing web pages.
When it comes to large, complex or risky purchases, about 80% of people are in the "awareness" phase. About 15% are in the consideration phase. Only 5% of prospects are ready to convert to make a decision and buy. But nearly all websites are setup up only for the decision phase and offer little or no education for the 95% of people who need it. If you want to great conversion rate optimization, you need to be aware of the sales cycle and adjust your approach accordingly.
when you write sales copy, do you write in the first, second, or third person?
There are three main points of view you can use to write (or speak):
First person is where the writer refers to themselves as “I”. If it’s a company, this could also be “we”.
Second person uses “you”, “your” and “yours”.
Third person uses “he”, “she” or “it” – or the person or company’s own name.
Sometimes making your sales copy more emotional is as simple as changing your wording.
When writing website or sales copy, be sure to make it conversational. For some reason, when most people write website or sales copy, they lose touch with humanity. They enter "marketing hype" mode and their writing becomes bizarre.
The main job of a website, or any other sales copy, is to engage the reader in a conversation. Read your website or sales copy and ask yourself "would I speak to somebody like this in person?" If not, go back to the drawing board and rewrite your copy to make it more like an in-person conversation
Your website (or any sales copy) should answer these three questions in less than 5 seconds:
1. Where am I? (is it clear where they are? Is your logo and company name visible and easy to read? Nobody wants to end up at a mystery website)
2. What can I do here? (does your website have a clear offer and call to action?)
3. Why should I do it? (why should they click on your CTA? How have you compelled them with your amazing, singularly unique offer?)
Fail to answer these 3 questions in less than 5 seconds and your bounce rate may suffer dearly. People surf the web with their finger on that back button. They have an attention span of less than a goldfish and its shrinking every day.
learned in school as proper "writing". But bear in mind that your website is not a thesis. Its sales copy. And sales copy converts better when it reads more conversational.
For those of you who use a brainstorming process for your web pages, landing pages, ad copy and sales copy, what is your process?
Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.