conversion hotel 2014: michael aagaard (dk) keynote
TRANSCRIPT
@ContentVerve
How to Write Copy that Converts
Actionable Insight From 6 Years of Testing
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2 months data & 490 downloads
Control: Treatment:
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2 months data & 490 downloads
Control: Treatment:
No Real Difference
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STUPID!!!
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1. Conduct Research 2. Hypothesize 3. Create Treatment
4. Test Treatment 5. Analyze 5. Run Followup Experiment
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30% increase in purchasesSta$s$cal(Confidence(Level(98%
3 full weeks (3 business cycles)
18035 visitors / 247 conversions
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Control: Treatment:
29.73% increase in purchasesSta$s$cal(Confidence(Level(98%
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Focus on Optimizing Decisions - Not Web Copy
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Variant A: Variant B:
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Sample: 10059 visitors / 226 sign-ups
Variant Conversion Rate
Standard Error
Relative Difference
Confidence Level Test Duration
Control 1.98 % 0 %
Treatment 2.58 % 0 % +35.19% 99 % 14 days/2 cycles
31,54% increase in signupsSta$s$cal(Confidence(Level(99%
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Make Sure you Know Your Conversion Goals!
1.Subject Line
2.Newsletter
3. Product
Overview
4. Product Page
5. Basket
6.Checkout
Step1
7.Checkout
Step 2
8.Checkout
Step 3
9.Payment
10.$$$
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Control:
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Control:
Treatment:
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Control:
Treatment:
23.88% increase in open rateSta$s$cal(Confidence(Level(95%
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Control:
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Control:
Treatment:
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Control:
Treatment:
8,5% increase in CTRSta$s$cal(Confidence(Level(95%
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Stop Guessing - Start Hypothesizing
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A solid test hypothesis is an informed solution to a real problem - not an random guess.
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1. The change
2. How it will affect your prospects
3. The impact you expect to see
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By changing ______ into, ______ I can get more
prospects to ______ and thus increase _______.
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By adding ______, I can get more prospects to
______ and thus increase _______.
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By removing ______, I can get more prospects to
______ and thus increase _______.
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By adding a privacy policy, I can reduce friction, get more
prospects to give me their info, and thus increase sign-ups.
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100% privacy - we will never spam you!
Control: Treatment:
@ContentVerve
18,70%'drop'in'sign0upsSta$s$cal(Confidence(Level(96%
Control: Treatment:
@ContentVerve
By removing the word “spam” and adding a guarantee, I
can reduce friction, get more prospects to give me their
information, and thus increase sign-ups.
@ContentVerve
We guarantee 100% privacy. Your information will not be shared
Control: Treatment:
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19.47% increase in sign-upsSta$s$cal(Confidence(Level(96%
Control: Treatment:
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By removing the guarantee, and adding the word “spam” I can
increase friction, get less prospects to give me their information,
and thus decrease sign-ups.
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24%'drop'in'downloadsSta$s$cal(Confidence(Level(99%
1 month of data / 349 conversions
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Think in Terms of Adjusting Friction
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Motivation - Friction = Conversion
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Motivation - Friction = Conversion
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Motivation - Friction = Conversion
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Motivation + the Right Amount of Friction = Conversion
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Meet your new favorite jeans. They’re all $49.90! Subject line:
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Variant A: Variant B:
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Sample: 14230 unique visits / 541 conversions
Variant B:
14.79%'increase'in'conversionThe(treatment(with(“Get”(increased(
conversions(by(14.79%
Variant Conversion Rate
Realitive Difference
Confidence Level
Test Period
Control 3.54 %
Treatment 4.06 % +14.79% 95 % 30 days
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YOU WORK OUT SMARTER AT
FITNESS WORLD
Control:
GROUP TRAINING & FITNESS
AT YOUR LOCAL GYM
Treatment:
@ContentVerve
YOU WORK OUT SMARTER AT
FITNESS WORLD
Control:
GROUP TRAINING & FITNESS
AT YOUR LOCAL GYM
Treatment:
@ContentVerve
YOU WORK OUT SMARTER AT
FITNESS WORLD
Control:
GROUP TRAINING & FITNESS
AT YOUR LOCAL GYM
Treatment:
38.46% increase in memberships soldDuring(the(campaign,(the(treatment(sold(38.46%(more(gym(memberships
@ContentVerve
Control: Treatment:
29.73% increase in purchasesSta$s$cal(Confidence(Level(98%
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18,70%'drop'in'sign0upsSta$s$cal(Confidence(Level(96%
Control: Treatment:
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In-field
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Left-aligned
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Top-aligned
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Right-aligned
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WINNER
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Control: Treatment:
LOSER
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Increase Clarity
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Clarity Trumps Persuasion.
Flint McGlaughlin - MECLABS
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@ContentVerve
YOU WORK OUT SMARTER AT
FITNESS WORLD
Control:
GROUP TRAINING & FITNESS
AT YOUR LOCAL GYM
Treatment:
38.46% increase in memberships soldDuring(the(campaign,(the(treatment(sold(38.46%(more(gym(memberships
@ContentVerve
@ContentVerve
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12.5%'drop'in'comple<on'rateSta$s$cal(Confidence(Level(99%
Control (with steps): Treatment (no steps):
1 month’s data / 500+ conversions
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Let the Data Tell You What to Test
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Test Your Hypotheses Via Multiple Channels
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Test Messaging Online Before You Spend Tons of Money on
Offline Campaigns
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Steal From Your Target Audience
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Focus on Mission-Critical Elements
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A Dead Simple Technique for Coming Up With Solid Hypotheses
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1. Who?
2. Why?
3. What?
4. How?
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1. Who?
Who is visiting my landing page?
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2. Why?
Why are they visiting my landing page/website?
Why would they want want I’m offering them?
Why would they say yes?
Why would they say no?
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3. What? What do my prospects need to know in order to say yes?
What should I focus on in order to convey the value of my?
What should I focus on in order to overcome the main reasons that they would say no?
What ‘s going to happen after they say yes?
What is this page missing / what should I add?
What should I remove from this page?
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4. How?
How should I optimize this page (step) in order to get more prospects to say yes?
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Thanks for listening!
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