Copywriting

Testing the Presenter’s Paradox – Do People Really Average (Not Sum) Object Values? [Original Research]

This study examines people’s tendencies to average, not sum, values of items in a list or presented as package deals.

We provide 3 perspectives: 1. we outline what products and lists two academic studies have tested, 2. we duplicate a product and list test with a larger sample size to try and replicate the findings, and 3. we then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).

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Wireframing

Copywriting and UX go hand-in-hand.

Think about it. Design and copy add up to equal the user experience, right?

If either element falls short, so does the overall UX. So, it just makes sense that copywriters should have an understanding of UX and design basics.

That starts with wireframes.

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The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seems like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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How to Argue

Here’s a common phrase that perhaps you’re familiar with: “Don’t raise your voice, improve your argument.”

As an optimizer, you’re in the business of arguing. You’re constantly arguing with your visitors about whether they should leave their email or not, buy something or not.

Improving your argument, even just a little bit, can have a huge impact on your conversion rate. That’s where rhetoric and persuasion come in.

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How to Create a Conversion-Focused Tone of Voice

You’re likely familiar with the finding that over half of communication is non-verbal.

So perhaps you won’t be surprised to learn that your copy is “saying” a lot more than you think it is. That’s because tone of voice is at play, influencing how visitors read your copy and relate to your company.

Fortunately, tone of voice can be deliberately created, managed and optimized.

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The Presentation of Your Value Proposition Matters [Original Research]

Many people in the marketing space are trying to figure out how to best present their value proposition. Which copy works best? Which design?

These are important questions because your value proposition is such a high impact area of your site – some would say the most important part.

So even though many people are working on and researching value proposition presentation, we thought there was still room to investigate, so we conducted a study through CXL Institute 

This study manipulates the value proposition of a financial service SaaS website, and uses eye-tracking and survey tools to test differences and effectiveness among the value prop. variations.

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