Online CopyWriting - Case Studies, Real Test Results, Articles, and How-to Guides on

Your copy has a direct and measurable effect on everything from your search engine rankings to your conversion rate. Since 2008, I’ve conducted hundreds of experiments and split tests specifically on copy, and is my main channel for sharing my hands-on experience. In this category, you'll find case studies, articles, and how-to guides that will help you find produce, test, and optimize your online copy and make it as effective as possible.

SEO Copywriting – 13 Tips for Writing Content that Ranks in 2014 (Infographic)

Copy is one of the most important aspects of onsite Search Engine Optimization. But with Google constantly pushing new algorithm updates and changing the rules of the game, it’s really hard to keep track of what works. Moreover, it’s difficult to know whether your optimization efforts are doing more harm than good to your rankings.

Here are 13 tips that will help you write content that ranks in 2014.Continue Reading

How to Get Better at Conversion Copywriting in 2014 – Tips From the Trenches

How to Get Better at Conversion Copywriting I’ve spent the last five years in the trenches writing, testing and optimizing copy for a multitude of clients in a wide variety of industries.

In this article I’ll give you what I consider to be the most effective and actionable tips for writing copy that has real impact on conversions.

If you want to get better at conversion copywriting in 2014 this one is for you!

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Case Study – 18.59% Increase in Downloads by Tweaking one Bullet Point

18.59% Increase in Downloads by Tweaking One Bullet PointYou don’t necessarily need to make radical changes in order to impact the decisions and actions of your prospects. Often relatively small but strategic changes to critical elements can have major impact on conversions.

Here’s a cool little case study where tweaking the copy in one bullet point increased downloads on an ebook landing page by 18.59%.Continue Reading

8 Simple Online Copywriting Case Studies with Examples from Real A/B Tests

8 simple online copywriting case studies with examples from real A/B testsOver the last 4 years I’ve conducted more than 250 A/B tests focusing on copywriting, and how copy impacts conversions. The main lesson I’ve learned from all this research is that your copy has direct and measurable impact on conversion.

For this article, I’ve picked out 8 very simple case studies for you where minor copy changes resulted in significant conversion lifts. Check them out and get inspiration for low-hanging fruits in your own conversion funnel.Continue Reading

How to Write High-Converting Sign-Up Form Copy (With Case Studies & Examples)

How to write high-converting sign-up form copyThe copy you use in your sign-up form has direct impact on your sign-up rate. If you’re not actively working on getting the most out of your form copy, you’re leaving leads and money on the table.

In this post, I’ll give you practical tips on how to optimize your form copy for maximum conversion. And, as usual, I’m going to give you a bunch of concrete examples from real A/B tests.Continue Reading

Long-Tail Keyword Research on Deadlines – How to Find Hot Phrases on the Fly

Long-tail keyword research on deadlinesIf you aren’t targeting long-tail keyword phrases with your content, you’re missing out on rankings, traffic, and leads. However, doing keyword research can seem a daunting task – especially if you’re on a tight deadline.

In this article I’ll give you simple tips and techniques for finding hot keyword phrases on the fly. I’ll also walk you through a few case studies, and give you a video with tons of inspiration for how to use long-tail strategy in your content marketing.Continue Reading

How Your Privacy Policy Affects Sign-Ups – Surprising Data From 4 Different A/B Tests

How Your Privacy Policy Affects ConversionI recently tested four different privacy policies on a sign-up form on the home page of a betting community. The results were quite surprising as the variations had drastically different impact on sign-ups – from an 18.70% drop in sign-ups to an increase of 19.47%.

In this article I’ll show all four variations, run you through the test data, and give you concrete takeaways.Continue Reading

SEO Copywriting – 10 Tips for Writing Content that Ranks in 2013 (Infographic)

Copy is one of the most important aspects of onsite Search Engine Optimization. But with all the algorithm updates Google has pushed in recent years, a lot of the old tricks and best practices don’t work anymore. Moreover, it’s really hard to keep track of what does work.

In order to help you out, I teamed up with SEO Extraordinaire, Henrik Bondtofte and put together this infographic with 10 tips for writing content that ranks in 2013.


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How to Write Web Copy that Converts – 8 Simple Techniques Based on 4 Years of Research

Screen how to write web copy that converts 2013-04-21 at 00.13.44“How do I write web copy that converts?” If you find yourself asking that question a lot, you’re in luck!

In this post I’ll give you 8 simple techniques that will help you get it right every time.

These techniques are based on what I’ve learned from 4 years of research and 300 copy-related A/B tests. 

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Website Copywriting – 4 Common Sources of Friction and How to Overcome Them

Website Copywriting - How to Overcome Friction4 years of research and over 250 A/B split tests have taught me a lot about website copywriting. One of the most important lessons is that friction kills conversion. The good news is that reducing friction is one of the most effective ways of increasing conversion. The bad news is that it can be difficult to spot sources of friction, if you don’t know what to look for.

In this article I’ll walk you through the four most common sources of friction related to website copy, and give you concrete tips for how to overcome them.Continue Reading