All about content, copy & conversion
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 ContentVerve.com 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.
I 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
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.
“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.
4 years of research and over 250 split A/B 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
Over the last 4 years I’ve conducted more than 250 A/B tests focusing on copywriting, and how copy impacts conversions. I’ve experimented with everything from headlines and body copy, over to form/button copy and everything in between.
Here are the 5 main lessons I’ve learned from this extensive research.
Optimizing sign-up forms isn’t just about removing fields. The form copy itself has direct and measurable effect on your conversion rate, and even small tweaks can have significant impact on the decisions and actions of your potential customers.
This case study illustrates how a few simple form copy tweaks increased conversions on a betting forum by 31.54%.Continue Reading
The copy you use in your call-to-action has significant impact your conversion rate. In fact, CTA copy is just as important as the button itself. Here’s a case study where tweaking a few words in the call-to-action on a payment page generated a 31.03% lift in sales.Continue Reading
When I grabbed my Tom’s of Maine antiperspirant out of my medicine cabinet this morning, I noticed two words on it for the first time, “Clinically proven.” I’ve probably seen them every morning and normally I wouldn’t even notice them, but here’s what I realized this morning… those words have been so overused, they’ve lost all meaning. They are wallpaper copywriting.Continue Reading
In the ever-raging battle for higher conversion rates and better sales, it can be tempting to go straight to the more extravagant landing page make-overs. However, in many cases, simple tweaks of basic components can yield impressive lifts. Here’s a case study where tweaking 4 basic elements on a B2C landing page increased conversions by 99.4%.
Your call-to-action copy is just as important as the button itself, and even minor changes can have significant impact on your conversion rate. This case study is a perfect example of how little it sometimes takes to get a major lift. By changing one word in the call-to-action, I was able to increase conversions by 38.26% on a B2B site.Continue Reading
