Losing Sales? Learn How to Test & Refine Your SEO Sales Copy
We all do it.
We get so hyped up about our products that we spend days or weeks creating the perfect sales page. Every word is carefully crafted. and the images complement each point with precision. It can’t miss. We publish it, let it sit and then leave it for too long before we realize we’re not getting the results we want.
So we get discouraged and pull it down before the bounce rate starts to weigh on our self-esteem.
But sometimes, its not the entire sales letter that’s missing the mark. It can be improved with just a little more attention.
One of the most often overlooked aspects of long-term Search Engine Optimized (SEO) sales copywriting success is testing. Successful copywriters and marketers are always be testing their copy by creating simple text, positioning and elemental variations.
By using analytics, you can track how long people stay on the page, which images catch their attention and the point at which they lose interest and wander off.
The only way to know what will work for you is to use analytics to make simple changes and continue to test the results.
Start with your title and sub-title and work your way through the text.
Be sure to test only one or two elements at a time so you can track changes and responses.
- Will shorter or longer sentences work better in a sales letter?
- Do short paragraphs work better than long paragraphs?
- Should I use sub-headings before each call to action?
- How many bullet points or lists should I use?
- Where should I place the call-to-action?
If you don’t have a method to test new copywriting variations and measure the results, you won’t be able to maximize your copy’s potential. The sole reason for your SEO sales copy to support your prospect’s buying decisions and generate sales.
Don’t come to any conclusions about your SEO sales copy unless it is supported by your testing results. It doesn’t matter which type of testing you use or how often you test, just test! Once you notice a difference in sales conversions, make note of the changes that were made to prompt new sales.
Don’t underestimate the effect of outside variables either. Out side variables can drastically affect your sales success. Do some quick research to find out if the search engines change something to make you more visible, or the news featured a story related to your product that might have prompted more keyword searches.
Once you’ve reached your optimum conversion rate, use the tested SEO copy as your control sample and use it to refine the rest of your pre-sales pieces.
By testing your copy, you’ll uncover your prospects visual and copy preferences. Use an analytic application such as Google Analytics, Woopra, or even Crazy Egg, to listen to your buyers and eliminate flaws in your copy. An increase or decrease in sales conversions is the only true way to determine if your SEO sales copy is performing the way it should.
If you want to be a successful marketer by using SEO copy to out-perform the competition, stop guessing and continuously test your copy.
The Power of Words
Our words are migrants, crossing and recrossing the boundaries of other people’s minds, influencing thoughts and encouraging actions a few, a hundred, or even a thousand miles away.
Our words can spark imagination, evolve into action and create change.
If I learned anything today, it’s that words can create unity. Words can cause people to forget about borders and differences, and create a unified battalion of human beings armed with hope and prepared to face their future together.
Most of all, words empower. Some of the greatest movements of all time were inspired by passionate people who believed in a message, believed in the strength of each individual person and believed in the incredible power of unity.
Great leaders come at a time when people most need inspiration and hope. They speak to our hearts, and our minds.
It’s that time again.
Whether people agree with your idea or not, they are moved by your words.
They can choose to listen. They can choose to stand up.
And, they can choose to join the movement.
Why Ignoring Sales Page Design Can Lead to Low Sales Conversions
Okay, your copy is perfect now. You’ve spent days finding the perfect order, toiling over the placement of bullet points, red text and yellow highlighting, but even you don’t like the final product.
Believe me, if the page itself is a jumbled eyesore, visitors will bounce before they read what you have to say.
Here are a few tips to make sure that your sales page design makes your words look even better:
1. Sales Page Template
First on the list is the web template of your sales page. If you know about about design, then no problem. If not, there are plenty of businesses out there that sell simple affordable sales page templates.
Surf around the internet a bit and take a look at some of the top selling products. Visit sales pages that you’ve bookmarked in the past. Look for products that continue to sell. You’ll notice that their copy is laid out in a way that complements their product. If your page looks cheap, that’s the impression your giving of your product.
When it comes to sales page design, you really have two choices. You can either get somebody to custom-design a template for you, or buy a ready made version. There are hundreds of them out there, and they don’t cost a fortune.
2. Sales Page Graphics
Once you have the sales page template ready to go, you want to concentrate on the graphics. If you’re selling digital information products, you’re going to need e-covers. If your info product requires a lot of colours, images, and extra elements, it can take hours to create something that looks professional. Packages that include DVDs and other pieces can be even more difficult.
If you’re not good at design, don’t try and create the images yourself. Many design businesses sell prepacked e-cover and product cover design packages that you can customize and reuse. Or, if you’d rather hire a designer instead of fussing with the software, there are many freelance designers that sell e-cover design services.
Just remember, once you have all the elements in place and you finally launch your sales page, you’re goal is to drive visitors to click the “but It Now” button. Opting for an unplanned, badly designed page in the beginning will prevent you from selling your product, no matter how great it is.
3. Customer Testimonials
Finally, there are testimonials. The best testimonials include photos, audio or video. So when you receive a rave review from one of your customers, don’t forget to ask for a photo, snippet of audio or short video. Some folks won’t provide any of those and that’s okay, but the more photos and media you add to your new sales page, the more professional it will look.
Create testimonial boxes that complement the colors of your page and don’t distract the reader. Don’t get me wrong, testimonials are an important selling tool, but boxes that are too large, un-centered and contain garish colors can take away from the sales page copy that you’ve carefully constructed.
So, even if you do only one or two of these simple things, you’ll be surprised how much better your sales page will look. In the process, you’ll get more potential customers spending more time on your page, which will result in more sales.
Don’t underestimate the power of a first impression. It may be the only chance you get.
Pamela Weir is a Content Copywriter. If you are looking for a sales writer with experience creating sales pages, squeeze pages, website content, and press releases, please visit her Copywriting Services page for information.
Copy Quickies: Your First 50 Words
50 words… That’s all you have to grab your reader’s attention, otherwise, it’s all over.
Honestly, it could be less than 50 words. Sometimes, our readers have a very little time or attention to invest.
If you want your blog post, squeeze page, sales page, press release etc., to be sticky, you need to tantalize, intrigue, educate, or surprise your reader. The first 50 words should make them think, “Hey, this sounds like the perfect thing for me.” Once you have their attention, use the rest of your copy to reinforce their first impression.
The best way to keep their attention is to be honest, friendly and informative, and avoid any hype-filled claims. Everyday, people are bombarded with ads and information, so create copy that is entertaining, educating and valuable.
Just remember, your first 50 words are as valuable as your call to action.
6 Tips for Conquering Writer’s Block
I am a writer.
And as a writer, I frequently suffer from Writer’s Block.
Don’t get me wrong, when it comes to writing for my clients, I have no problem finding the words, image or emotion that will drive their copy and get results.
When it comes to writing for myself, I sometimes have a hard time establishing a flow. Running your own business can consume your thoughts. It’s often difficult to focus on your own goals when you find it so much easier to focus on someone else’s.
Writer’s Block is debilitating.
One of the techniques I use to get ‘unstuck’ is writing backwards. Not in a ‘zyxwvutsrqponmlkjihgfedcba‘ way, but in a way that establishes the conclusion first and then works backwards to make each sentence more vague as you reach the end of the piece.
I know, it doesn’t make sense. It’s not supposed to.
While trying to find inspiration, I stumbled on some great techniques for overcoming Writer’s Block.
Here are a few of the techniques that I thought would be most useful:
- Create a list of the wrong ways to approach or write the project.
- Sit back and think, what would your favorite writer/hero do?
- Determine if there is something you can research or learn to help you find your flow.
- Write from the perspective of someone who believes the opposite of what you want to write.
- Break the task into smaller pieces. What can you accomplish right now?
By the way, all of these techniques can also be applied to your marketing plan.
If you happen to be stuck and you aren’t really sure what your next move should be, associate some of these techniques with your business marketing plans.
Using these ‘unblocking’ methods might help you gain a fresh perspective of your goals, and drive your marketing energy in a direction you hadn’t anticipated.
What do you do to to energize your flow when you get stuck?
