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"Low cost" or "inexpensive"? Exclamation point or not? There's a lot to consider when developing offers, and the fact is, how you deliver your offer is actually more powerful than the offer itself. Join us for this 1-hour webinar featuring author and conversion optimization expert Tim Ash and SpyFu CEO Mike Roberts, developer of Convertasaurus. Tim will reveal some of the characteristics shared by the most compelling offers, and Mike will share research from thousands of winning (and losing) to show you how to leverage the language of conversion. If you've ever struggled to develop the optimal online ad copy, headline or call to action, you won't want to miss this webinar.
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Conversion in a Social World From Likes to Leads
Copyright 2013, SiteTuners - All Rights Reserved.
Free Virtual Event! The Language of Compelling Offers
#WebOffers
@tim_ash @mrspy @spyfu
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Conversion-focused website blueprints (tactical or strategic)
Landing page test plans & testing strategy
Internal optimization team training & mentoring
More than 1200 clients worldwide since 2002
About SiteTuners
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Part I
The Offer Is More Than Price (understanding offer basics)
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Components of an Offer
Primary offer
Total solution surrounding the offer
Headline
Sales copy
Images chosen
Call-to-action text and graphical format
Repetition
Context
Availability
Price
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Part II Different Kinds of Languages
(clarity, context, affinity, visuals)
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
1 - What you need to know
Making choices tires the brain and can make subsequent decision making difficult
Help guide customers (wizards not filtering)
Do not overwhelm
Remove similar choices
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
2 - What you need to know
We anchor on the first thing we see
Add a new high-end item (which will not sell well)
Show in decreasing price order
Sales of reasonable compromise will increase
Irrational anchors can be put in the lobby
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
3 - What you need to know
People are tribal
Some tribes are self-selected
We care more about people similar to us
Look the part
Communicate your values with editorial tone
Dont worry about alienating outsiders
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
4 - What you need to know
Visual processing is very powerful & quick
Draw attention to offers with strong visuals
Use people carefully to support calls-to-action
Dont use unnecessary motion or animation
Test and refine how you deploy video
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Part III Quick Tips
(more ways to be compelling)
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Experiment With The CTA Format
Shape
Dimensionality
Color
Visual Embellishments
Size
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Fonts Matter
Use Sans-Serif fonts
Avoid ALL-CAPITALS
Minimize use of reverse-color
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Writing Style For Longer Text
Inverted Pyramid
Brevity
Hype-free copy (no marketese)
Do not use adjectives
Provide only objective info
Focus on the needs of your audience
@spyfu @mrspy
CONVERSION LANGUAGE Using other peoples tests to crowdsource the
perfect copy.
@spyfu @mrspy
First SEO/PPC competitive intelligence tool (Googspy SpyFu). Founded 2005 in Scottsdale, AZ No consulting. People pay us $79/mo to answer SEM questions and get data.
Background
@spyfu @mrspy
Im going to tell you a story
@spyfu @mrspy
Ad Copy Improvements
Which ads are doing worse than your competitors, and what can you do to fix it?
@spyfu @mrspy
Whoa. Thats actually *really* hard.
Maybe we can at least do the first part which ads are doing worse than your competitors
@spyfu @mrspy
Thats something we can do.
Solid data signals: time, coverage, position Reverse engineering Quality Score
@spyfu @mrspy
Okay, but, is there anything we can do about the second part?
Recommendations to improve your ad copy?
@spyfu @mrspy
This isnt the first time Ive tried to solve this problem.
Some things just *SUCK*. Our plan: compile expert advice from the Internet and look for patterns.
@spyfu @mrspy
We distilled the Good Things: Use words that imply a secret is revealed. (hidden, secret, exposed)
Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/
Include credibility indicators (rated 4 stars, guarantee) Source: http://www.marketingexperiments.com/ppc-seo-optimization/ppc-ad-copy-tested.html
Use the phrase "free shipping." Source: http://ebaystrategies.blogs.com/ebay_strategies/2009/05/what-matters-most-to-consumers-free-shipping-low-prices-or-coupons.html
Use the phrase "you need to." Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/
Use the phrase "how to" Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/
Use words to build urgency. (now, today, tomorrow, ends, hurry, limited time, tonight)
Source: http://www.marketingexperiments.com/ppc-seo-optimization/ppc-ad-copy-tested.html
Use the word "download." Source: http://www.googlelady.com/416/10-killer-headline-adwords-tips/
@spyfu @mrspy
and the Bad Things Avoid repeated words http://www.googlelady.com/416/10-killer-headline-adwords-tips/ Avoid misspellings, including dynamic insertion on misspelled keywords
http://www.trada.com/blog/ppc-tips-ad-copy/
Avoid use of the word "buy" http://www.googlelady.com/416/10-killer-headline-adwords-tips/ Avoid company name in your headline (unless you are major brand)
http://www.seohosting.com/blog/search-engine-marketing/7-mistakes-that-kill-your-ppc-ad-copy/
Use digits instead of spelled-out numbers http://www.seohosting.com/blog/search-engine-marketing/7-mistakes-that-kill-your-ppc-ad-copy/
@spyfu @mrspy
General Rules
Have a call to action. Shorter is better. Specificity, specificity, specificity.
@spyfu @mrspy
These seem pretty smart, but
1. Theres not very many of them. 2. Do we really *know* they are true? 3. Could they change over time?
@spyfu @mrspy
Is there any way to *prove* or *disprove* these wisdoms?
@spyfu @mrspy
What if
we looked at nearly a billion ads from a million advertisers?
@spyfu @mrspy
Couldnt we
Control for bidding strategy and discipline? Giving us a very clear picture of what *is* a good ad.
@spyfu @mrspy
And then
We could figure out which words and phrases winning ads have in common?
(proving or disproving those rules)
@spyfu @mrspy
OMG, OMG
What do I *actually* KNOW?
@spyfu @mrspy
Audience Participation: Ads with which phrase get more clicks?
Free Shipping vs
Free Overnight Shipping
@spyfu @mrspy
Free Overnight Shipping
@spyfu @mrspy
Not a casual observation
Winner based on 5.3 Million unique matching ads from 54k advertisers.
@spyfu @mrspy
Lets try another one: Inexpensive
vs Value Priced
@spyfu @mrspy
*Based on 32k unique ads from 1.9k advertisers
Value Priced*
@spyfu @mrspy
One more confidence builder: 30 day free trial
vs 30 day money back guarantee
@spyfu @mrspy
*Based on 81k unique ads from 1.4k advertisers
30 day free trial*
@spyfu @mrspy
Pretty nuanced for warm-ups Great vs Greatest
Fine vs Finest You vs Us
Death Lawyer vs Kitten
@spyfu @mrspy
@spyfu @mrspy
Shipping We know that:
Free Overnight Shipping > Free Shipping
@spyfu @mrspy
But, try these: Free shipping
Free Same day shipping Free next day shipping
@spyfu @mrspy
Free Same day shipping (winner) Free next day shipping
Free shipping
@spyfu @mrspy
Keep going Free shipping and free returns (new champ)
Free same day shipping (prev. winner) Free shipping & free returns Free shipping and returns
@spyfu @mrspy
Winners Bracket Free overnight shipping (winner)
Free shipping and returns Free same day shipping
Can anything beat Free Overnight Shipping?
@spyfu @mrspy
Six words, one comma:
In Stock, Ready to Ship Today
The phrase in stock, ready to ship today appeared 13.1x more often in successful ads than unsuccessful ads. We looked
at 12,480 ads by 151 different advertisers containing this phrase to come to this conclusion.
@spyfu @mrspy
Dont act too excited about shipping!!!!! free shipping > free shipping!
next day shipping > next day shipping! overnight shipping > overnight shipping!
free shipping & free returns > free shipping & free returns! stock, ready to ship today > stock, ready to ship today!
@spyfu @mrspy
And its not just shipping
Exclamation points can backfire(!)
50% off > 50% off! No cost > No cost!
@spyfu @mrspy
Curb Your Enthusiasm
Lots of offers are better without the !
@spyfu @mrspy
Curb Your Enthusiasm
The exception: Urgency
@spyfu @mrspy
So, Ive talked a lot about Free, but it turns out
Free < Complimentary < No Cost
@spyfu @mrspy
This isnt just about Adwords... or even limited to the Internet.
Any time you want to cause someone to act: Landing pages, Emails, Social Media, Physical signage, Direct
mail, etc.
@spyfu @mrspy
The best news of all
You dont have to remember anything Ive said.
@spyfu @mrspy
We put it all in a website. convertasaurus.com
@spyfu @mrspy
And people have been using it
A couple weeks ago I talked about how I got beta access SpyFus tool and it showed me that the word demo beat out free demo and contact us on our PAR Program website. So after split testing it it was indeed right on the money with 30% more clicks. -- Jeremy Shoemoney Schoemaker http://www.shoemoney.com/2012/11/21/spyfus-new-word-split-testing-tool-free
@spyfu @mrspy
People have been using it By the way, I can tell you we are already changing wording on our site because of this. We are changing "Free Trial" to "Get Started Free" on our web site. Sometimes it's hard for us to A/B test small variations like that because either they appear in too many places on our site or the difference is not enough to show meaningful results unless we keep a test running for a months, which is not very practical. Hamid Shojaee Founder and President Axosoft, LLC - http://www.axosoft.com
@spyfu @mrspy
Tim told me its best to put together a slide for this:
Get 50% off your first month of SpyFu. (Limited Time! Dont Miss Out!)
bit.ly/convertasaurus
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Special Offer - Express Reviews with Tim
Unflinchingly honest interactive review of landing page or website
45- or 90-min video transcript recorded via GoToMeeting
Includes AttentionWizard attention heatmap of your page
http://Express-Review.com Starts at $699
First 3 reviews conducted personally by Tim Ash Mention web offers webinar after ordering good until 2/15/2013.
Copyright 2011 - All Rights Reserved.
Save $200 off Conversion Conference Other 2013 shows April 15-16
San Francisco Chicago June 11-13 Boston Sept 30-Oct 1 Berlin November
London November Use promo code WEBOFFERS
Copyright 2013, SiteTuners - All Rights Reserved. #WebOffers @tim_ash @mrspy
Q&A Tim Ash CEO, SiteTuners
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1
Mike Roberts President, SpyFu
twitter @mrspy @spyfu
Free Virtual Event!The Language of Compelling OffersAbout SiteTunersSlide Number 3Slide Number 4Components of an OfferSlide Number 6Slide Number 7Slide Number 81 - What you need to knowSlide Number 10Slide Number 11Slide Number 122 - What you need to knowSlide Number 14Slide Number 15Slide Number 163 - What you need to knowSlide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 244 - What you need to knowSlide Number 26Slide Number 27Experiment With The CTA FormatFonts MatterWriting Style For Longer TextSlide Number 31Special Offer - Express Reviews with TimSlide Number 33Q&AConversionLanguage.pdfConversion LanguageSlide Number 2Im going to tell you a storyAd Copy Improvements Whoa. Thats actually *really* hard.Thats something we can do.Okay, but, is there anything we can do about the second part?This isnt the first time Ive tried to solve this problem.We distilled the Good Things:and the Bad ThingsGeneral RulesThese seem pretty smart, butIs there any way to *prove* or *disprove* these wisdoms?What ifCouldnt weAnd thenOMG, OMGAudience Participation: Ads with which phrase get more clicks?Slide Number 19Not a casual observationLets try another one:*Based on 32k unique ads from 1.9k advertisersOne more confidence builder:*Based on 81k unique ads from 1.4k advertisersPretty nuanced for warm-upsSlide Number 26ShippingBut, try these:Slide Number 29Keep goingWinners BracketSix words, one comma:Dont act too excited about shipping!!!!!And its not just shippingCurb Your EnthusiasmCurb Your Enthusiasm So, Ive talked a lot about Free, but it turns outThis isnt just about Adwords...The best news of allSlide Number 40And people have been using itPeople have been using itSlide Number 43