Copywriting for Conversion (Part 3/3) | CRO Training by JMarketing

by Joshua Strawczynski

Is your website reaching its goals? Is it converting as much as you would like? Probably not. Chances are that the words on your site don’t sell.

People often underestimate how powerful a sales tool words are, and the quality of writing can have a massive influence on how well your website is converting, how much you’re selling, and ultimately, how much money you’re making. A picture might paint a thousand words, but carefully chosen, well-written copy sells more.

Conversion rate optimization experts rely on conversion copywriting to create conversion rate optimization strategies that result in websites that convert optimally. What is conversion rate optimization, or CRO? CRO is the process of using specific data to get a better understanding of consumers, how they think, make purchasing decisions, and how they buy, then using this to create the perfect environment that entices consumers to buy products or services, sign up for newsletters, or donate to specific causes.

The best conversion rate optimization strategies, use the best copywriters to craft the best copy for conversions. While it is a very specialized skill, it is not out of reach of business owners not familiar with the intricacies it entails. Thankfully, with practice and guidance, it’s a skill you can learn. This module will show you how to write copy that converts.

In our previous module of our CRO training guide, we looked at how to spot bad writing, how to critique it, and how to improve it, as well as how to write high-converting value propositions.

For this, the third of the three-part module in the Fundamentals course on writing for optimization, we will look at when it is best to use video, how to structure content for it, and how to write compelling scripts that sell.

Writing for video

Video is becoming increasingly popular as a means to deliver content on the internet — think Youtube, Instagram, and TikTok. While these platforms are dedicated to video content, it’s sometimes better to use video to deliver content on your website.

A major thing to keep in mind when considering video is cost. When you use video on your site it is critical that, same a photography, it must be high quality, and high-quality video production is expensive. If the video is of low quality, many visitors will leave, so don’t be tempted to make a video with your phone.

Before you commit to a video, do a careful analysis of whether you will get a return on your investment in the form of conversions, while keeping in mind that success isn’t guaranteed. If it’s not worth it, don’t do it.

If you do decide to use video, there are many styles or ‘treatments’ of video. Speak to a director to determine which will be most appropriate for the type of product or service.

When is video best?

Video doesn’t work for everything, and there are certain products or services that lend themselves better to video than others. These include:

  • Physical products: Anything from electric cars and golf balls to teddy bears and beach umbrellas.
  • Products that need a lot of explaining: A short video that shows and/or explains how the product works is much better than pages of copy.
  • Selling yourself: It is much easier to bring across your personality on video than it is in text and makes you more relatable to the audience.

Keep in mind that these are not always guaranteed to work on camera and there may be instances where video might not be the best option.

Elements of a great video:

Similar to homepages and landing pages, great videos have several key elements, including:

The shorter, the better:
People’s attention span online is very short, which makes video a bit of a tricky sell since you can’t quickly scan through it as you can with copy. This means that if you want people to watch your video (to the end), you need to make it as short as possible. The ideal length is 30 seconds, however, some videos can go up to two minutes, depending on the complexity of what you’re selling. If your video is long, then put the most important information upfront, within the first 30 seconds of the video, if possible.

Check the script:
The script is the most important part of the video. The script not only tells the actors (or whoever is in the video) what to say but also explains the scenes. Scripts will often also contain technical instructions such as camera angles, types of shots, and how to frame them. When writing a script, the same principles apply as when you’re writing ‘normal’ copy, except the copy will be spoken, not written.

  • Start with a persuasive headline.
  • Keep it concise — anything that doesn’t add value to the video, if it doesn’t push the viewer towards conversion, then it must be cut.
  • Present a problem, develop it, then a solution & clear call to action.
Dyson Airwrap video – Short, informative, with value proposition.

Equipment & crew is key:
The saying goes that a camera is only as great as the photographer who uses it, but to a point. High-quality equipment will definitely make a difference. This doesn’t mean you need to use the most expensive equipment, just the kind of equipment that will guarantee great quality images and video.

The same goes for crew. You don’t need a massive film crew to make a video, however, it is imperative that they know what they are doing. Professionals know to set up cameras, lights, and angles to make whatever you’re filming, look good.
Measuring and optimizing video:

To see how well your video is working, you need to measure it.

Here are three things to measure:

  • Unique visitor-to-play ratio: How many people visited the site with the video, and how many played it.
  • Retention rate: The number of viewers who watched the video to the end. Determine at what point viewers start to tune out.
  • Conversion rate: How many conversions will the video generate more than other means?

How to optimize video:

Once you know how your video is performing, you can start to optimize it to perform even better.

There are two critical areas to focus on: number of video plays and how long people watch the video.

1. Increase number of plays

The number of plays a video gets depends on the type of video. Instructional videos tend to get more views than simple product videos because people might think that they need it. Regardless of the type and number of views, viewership can ALWAYS be increased.

Here are three ways to increase the number of plays:

  • Big and above the fold: it works for copy and images, so it works for video too.
  • Put the call to action above the video to explain to people they should watch, then test it.
  • Check the thumbnails: Split test different video thumbnails to see which performs best.

2. Keep them glued to the screen

Some video sites like Youtube measure retention rates. Analyze these to see how long people watch the video, and when they stop watching. Use this to determine which part of your video is not great, then think of ways to improve it.

Copywriting for conversion forms a core part of any conversion rate optimization strategy. It is a powerful way to turn a visitor into a customer, thus making your business more profitable.

Over the last three modules, we looked at the fundamentals of copywriting specifically for conversions, as well as the microcopy that supports it, how creating and writing an excellent value proposition can give your conversion rate a giant boost. We also looked at microcopy, how to spot bad writing and improve it, and also when to use video for optimal conversion.

Take the short cut to digital marketing success. Contact JMarketing and discuss your options to increase your conversion rates, and immediately sky rocket your results. Click this link and complete the enquiry form, we will contact you back right away.

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About the Author

Joshua Strawczynski
Managing Director
www.jmarketing.agency

An expert in influencing consumer behaviour online. Josh is an award-winning digital marketer, business manager and best selling author. He regularly appears in the media, providing insights into using influence tactics to enhance marketing strategy effectiveness.

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