Getting plenty of visitors to your website, plenty of opens on your emails but not much in the way of sales? Time to look at how many of the Conversion Rate Optimisation (CRO) boxes your content really ticks.
CRO and conversion copywriting is all about the customer – who they are, what they want, and what will make them want to buy. And that’s going to differ based on a variety of factors: where they are in the buyer’s journey, how well they know your business, and how well your content is addressing their needs. Give them what they want when they want it, and they’re more likely to stick with you.
User experience is key when it comes to Conversion Rate Optimisation, so a CRO copywriter will need to work with your business and find out exactly where your customers are falling through the gaps. Plug the gaps with quality content, and you’re on to a winner.
CRO and Conversion Copywriting FAQs
What is conversion copywriting?
Conversion copywriting is all about sales and acquisitions.
You’ve used SEO techniques to get your website ranking on Google, you’ve used quality content marketing techniques to keep people on your website, and now you need them to take action. Conversion copywriting uses a variety of techniques and best practices to:
- Encourage visitors to navigate your website the way you want them to
- Build trust between your prospects and your business
- Make prospects want to contact you and/or buy from you
And conversion / CRO copywriting doesn’t have to be limited to your website – the same techniques and best practices can be applied to things like emails, landing pages and microsites – any kind of online content.
What’s the difference between CRO copywriting and conversion copywriting?
There isn’t one.
CRO stands for ‘Conversion Rate Optimisation’, so CRO copywriting is about boosting the conversion rates of your website, landing pages, emails and other digital written communications. Conversion copywriting is exactly the same thing.
Is conversion copywriting always about the hard sell?
No: it’s about whatever kind of sell is going to work for your potential customers.
If you’re targeting a demographic that responds well to hard sell content, then it’s about the hard sell. If you’re looking to increase conversions from a market that prefers a gentler approach, then your conversion copywriting techniques are going to need to be adapted.
Audience is arguably the single most important factor in conversion copywriting, and a hard sell approach isn’t going to work for every audience.
What is a conversion copywriter?
A conversion copywriter – or conversion-focused copywriter – is someone who writes content with the express aim of getting readers to take action, turning visitors to a website into leads and, from there, into customers and repeat customers.
A good conversion copywriter will have an in-depth understanding of:
- Search Engine Optimisation (SEO)
- Buyer personas / non-buyer personas
- Tone of voice and brand identity
- Sales and lead conversion techniques
- Website navigation and calls to action
- Landing page best practices
- A/B testing and lead monitoring
As well as all your usual website copywriting techniques.
How does conversion copywriting use buyer pressure points?
Buyer ‘pressure points’ play a vital role in CRO and conversion copywriting, helping you to understand what motivates your target audience into completing an action or sale.
There are three key pressure points conversion copywriting uses to boost sales:
1. Buyer Fears
What is your ideal customer afraid of? What’s keeping them awake at night? By understanding your buyers’ fears, you can frame your product or service as the ideal solution.
2. Buyer Wants
What does your prospect really want? We’re not just talking products or services here, but values. Do they want the cheapest product that may not last forever? Or do they want a top quality product at a reassuringly high price? What matters to your ideal customer? Conversion copywriting taps into that and shows prospects that you understand what they really value.
3. Buyer Objections
What’s going to make your prospect click away from your website rather than completing the action you want them to take? Conversion copywriting is about building trust and dealing with doubts – it’s up to you to reassure your potential customer that:
- The offer they’re seeing is a good one
- You’re a trustworthy company to buy from
- You know what they need and can give them that
- They can’t find better elsewhere
Work through your prospects’ pressure points to get the best results from your conversion copywriting.
Where can you use CRO copywriting?
When we talk about using conversion / CRO copywriting to boost sales, the first thing that will probably spring to mind is an optimised landing page on a website.
Landing pages are simplified web pages designed to get visitors to fulfil one specific action, whether thats to:
- Sign up to your mailing list
- Download an item in exchange for contact details
- Contact you directly to find out more
- Make an appointment
- Buy a product or service from you
But if you think about all the channels we use to reach our prospects with offers, you can see that CRO copywriting can be applied across the board. CRO copywriting techniques can be used on:
- Websites and microsites
- Landing pages
- Email marketing campaigns
- E-Books and white papers
- Online courses
Wherever you’re trying to make your reader take action, CRO copywriting can help boost your results.
How do benefits and features fit with CRO copywriting?
CRO copywriting has to sell, not tell.
A big part of effective CRO copywriting is remembering to lead with the benefits – rather than the features – of your product or service. Not sure what the difference is? Put simply:
- Features are about your product or service: what it does or is.
- Benefits are about your customer: what your product or service can do for them
In CRO copywriting, positioning your benefits correctly can be the deciding factor in whether your prospect clicks off your site clicks the “Buy Now” button.
It’s usually a good idea to lead with your biggest benefit in the main header of your CRO copy. Additional benefits can be outlined in the body of the text, and work particularly well in bullet format.
Features should be included when your prospect has reached a higher level of awareness.
Depending on where your CRO copywriting is positioned, that might mean they’re not included in one piece of copy at all – say, in lesson one of an email course – or that they’re included right at the bottom of a piece of copy, such as a long-form sales letter.
The key to understanding benefits and features, and how they work for CRO copywriting, is to understand who you’re selling to.