Conversion Optimization Courses — Review-Week-2 -CRO-Conversation-CopyWriting
After learning and working in digital marketing, I was looking for a way to improve my conversation optimization skill, so I applied for the CXL conversation optimization Mini Degree scholarship. Fortunately, they accepted my application. It is 12 weeks long, this week is my 2nd week. I am going to share with you my 2nd-week learning key insights and my thoughts. In the 2nd week, I started the first part, which is entitled Foundation. This part comprises 11 courses. But this post, I am going to only share 3 courses’ key insights and thoughts.
The First course is Intro to Conversation Copywriting by Peep Laja
This course teaches me all about conversation copywriting and I listed some of the key insights I learned in this course
The copy has the power to make or break a conversation. Word choices and the number of words determine the effectiveness of the copy. In addition, the goal of sales, the copy is to persuade visitors to do a certain action. Action can be purchased, completing the assigned up form, becoming a lead, or making a phone call.
What distinguishes top experts from mediocre players is that they best know more. You can write a better copy if you know more about it.
Writing Great Copy
If we want to write an excellent copy, we need to follow a good writing process. The process helps us to come up with an interesting course, copy. There are six steps to creating an effective copy.
- Research — customers, product, and competition
- This is the most overlooked part. It will help us understand about customers’ problems, how to fix them with our product and how the competition plays in the field. Some of the key questions we need to find out with interviewing with the right people.
- Who are you? What do you do? (customer profile)
- What does our product help you do? (helps you understand how they use it, tells you words they used to describe our product)
- Which parameters did you compare with different options? (which features matter)
- What were the most important ones? (key pains to solve)
- Which alternatives did you consider? (competitors we have to look at)
- What made you choose our product? (our key advantage)
- What were the biggest hesitations and doubts before the purchase? (things we have to address in the copy)
- Were there questions you needed answers to, but couldn’t find any? (necessary information to provide)
- What information would have helped you decide faster? (same as above)
- In which words would you recommend it to somebody you know? (words they used to describe our product)
Outline and Guideposts
Writing the outline. Guideposts are the markers that help you write the content. Writing an outline takes only a few minutes but saves lots of time. Create each outline for the home page and product page with their key information.
Draft a copy
Writing a great copy for the first time would be impossible. We need to craft the basic foundation and improve upon it. Specifically, convert well, so write specifically. The copy is all about customers, not about the company or product.
Conversion Boots — The certain things to do to improve the conversation rate.
- Optimize for clarity–it’s plainly obvious what you sell, why that is good, and who it’s for
- Optimize for information–no question unanswered
- Persuasion boost–apply a persuasion technique that’s applicable to your particular context
Revise and Arrange
Find out typos and miss arrangements and improve them. In addition, ask two to three people to give feedback about the copy and improve upon it.
There is no good way to predict how well the copy will do. Sometimes the conversion rates can skyrocket overnight. Sometimes the new copy turns out to be a downright dud. Test it!
What makes a copy good? There are several things to consider when coming up with an excellent copy. It must communicate value, be clear, credible, interesting to read, jargon-free, as long as needed but not longer.
There are more than I listed in this course but now I am going to finish. This course helps me to improve my copywriting skills and knowledge. If you are looking to improve your copywriting skills, you must take this course to achieve it.
This course is a complete beginner to advanced course about product messaging and copywriting. It comprises persuasion principles, research, message mining, writing a draft, customer survey, full-funnel copywriting, and much more.
Some of the key insights I learned from this course.
Momoko Price uses 3 tear-down elements to create the copy. There are listed below.
The First Tear-Down Elements
C = 4M +3V + 2(I-F) — 2A
- C = Probability of Conversion
- M = Motivation (when )
- V = Clarity of Value Prop (Why )
- I = Incentive
- F = Fraction
- A = Anxiety
The second Down Element Cialdini’s 6 Principle of Influence
- Social Proof
- Scarcity / Urgency
- Commitment / Consistency
- Unity (us vs them )
Tear-Down Element 3 Claude Hopkins’ Scientific Advertising
- Be specific
- Offer Service
- Tell the Full Story
- Be a Sales Women / Man
This image gives you complete all principles use to create compelling copy.
Full funnel copywriting used these principles.
Message mining is sourcing the internet (or other sources, if available) For instance, your target customers voice what they care most about for your product/solution. Message mining helps us understand customers’ motivation, product value, and customers’ anxiety. These things help us create an interesting copy.
There are other additional methods to find data about our customers’ motivation, product value, and customers’ anxiety. Visitor surveys — helps us reveal pain points, purchase prompts, and anxieties. Customer surveys — help us reveal unique value/benefits, ‘Aha’ moments, and desirable outcomes.
This course also includes crafting unique value propositions, message hierarchies, writing the first draft, editing, conversation-focused formatting, best practices, and resources. I’m going to finish this. I did not have the time to write all about it, but I highly recommend this course to those who want to become advanced in-product messaging and copywriting. This course helped me improve my skills and knowledge about copywriting. Thanks to the CXL team for giving me a great opportunity. I will meet you in my next post. Bye. And thanks for reading my article.