Understanding Conversion Copywriting: A Comprehensive Guide
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What is Conversion Copywriting?
Have you ever pondered how conversion copywriting inspires a resounding affirmative response to your offers? If you’re curious about how conversion copywriting stands apart from standard content writing or blogging, this concise guide is tailored for you.
In just five minutes, you'll discover:
- The meaning and origins of conversion copywriting
- How it contrasts with other copywriting forms
- The scenarios when conversion copy is essential
- The impact a skilled conversion copywriter can have on your profits
Copywriting is essentially the craft of creating marketing and promotional content for various subjects—be it a product, service, business, or idea. However, not all copy is designed to elicit an immediate reaction from the reader.
For instance, consider an advertisement that promotes brand awareness—like a massive billboard featuring an attractive airline crew serving exquisite Champagne at 35,000 feet. The tagline "Flying you to 90 destinations" is also a form of advertising (Image: emirates.com).
The goal of such billboards is to ensure your brand remains top-of-mind, so when consumers are ready to book a flight, they may recall the ad and check your airline’s prices and availability. However, measuring the effectiveness of this type of advertising can be challenging, as it’s hard to determine whether a customer chose your airline due to the billboard or simply because it was the most affordable option available during their search.
Conversion copywriting, in contrast, focuses on crafting marketing materials specifically designed to prompt readers to take immediate action. For an airline, this might involve a targeted Facebook ad aimed at users who have recently shown interest in an enticing destination like Denver.
This form of copywriting aims to persuade the reader to click on a link to explore an offer—encouraging immediate engagement. Thus, when you need your audience to click a button, schedule a demo, fill out a form, or sign up for a newsletter, conversion-focused copy is essential.
The term “conversion copywriting” was coined by the renowned copywriter Joanna Wiebe of CopyHackers in 2013, to distinguish this approach from others. The objective is clear: seize the offer without delay (Image: SW Airlines).
Isn't it necessary to have both types of advertising? One to build awareness and another to encourage immediate action? Likely, yes. Each requires a distinct approach, depending on your audience's sophistication and your brand identity.
What about content? Is that not copy as well? Top-of-the-funnel (TOFU) marketing strategies aim to educate and inform. While this is indeed copy due to the text format, it does not seek an immediate reader response.
The Process of Conversion Copywriting
The conversion copywriting process involves several key stages:
- Research and Discovery
- Writing, Editing, and Wireframing
- Validation and Experimentation
Research and Discovery
Research and discovery is a more extensive phase than a few hours of late-night Google searches. It involves analyzing findings to create hypotheses, messaging recommendations, and engaging hooks.
Writing, Editing, and Wireframing
Once you’ve crafted your content, it’s crucial to establish a clear message hierarchy, often utilizing wireframing techniques.
Validation and Experimentation
There are various methods for validation. For instance, you might use Usability Hub for clarity testing. If you’re updating something without A/B testing, a preference test can be useful. Experimentation generally involves split testing—dividing traffic between two site versions to determine the more effective one over a period.
The components of conversion copy extend beyond just writing. They include:
- Audits
- Data Analysis
- Voice of Customer Research
- Messaging Development
- Value Proposition Development
A proficient conversion copywriter has trained in these areas and applies their knowledge in practice.
Outputs of Conversion Copywriting
The results of conversion copywriting encompass:
- Hypotheses
- Segmentation
- Personalization
- Creative Direction
- Copy Variations
- Measurable Results
Hypotheses
What research question are you addressing? Crafting a hypothesis is vital when developing copy to ensure clarity and focus.
Personalization & Segmentation
Understanding other conversion copywriting elements allows you to make effective recommendations for personalization and segmentation.
Validation, Iteration, and Direction
Creative direction ensures that your copy is implemented correctly, rather than simply relying on a designer to produce something appealing.
Experimentation & Measuring Results
Starting with a structured research approach helps you refine your copy for the right audience and offer through systematic testing and measurement.
Does all this seem overwhelming for just a few words on your homepage? It should. This process is significant and challenging. Are you ready to embark on this journey, or not?
Here, you can learn more about conversion copywriting and its principles.
This video clarifies the distinction between SEO copywriting and conversion copywriting, providing essential insights for marketers.