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Tuesday, June 7, 2016

4 Ways Copywriting Can Boost Your E-commerce Conversion Rates

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4 Ways Copywriting Can Boost Your E-commerce Conversion Rates

Conversion Rate Optimization (CRO) | Copywriting | E-Commerce
This post was promoted from YouMoz. The author’s views are entirely his or her own (excluding an unlikely case of hypnosis) and may not reflect the views of Moz.
[Estimated read time: 8 minutes]
Your website's copy is far more important than you realize.
Besides design, copy forms the foundation of your brand. How you describe yourself and your products leaves a palpable impression on your customers. Whether customers think of your brand as bold, futuristic, quirky, or cute depends largely on your copy.
Web copy is also crucial for conveying product information. Your customers want to know how your product works and how it will change their lives.
Unfortunately, far too many e-commerce stores spend hours optimizing their website's design and layout but completely skip over the copy.
The result? Poor conversion rates.

The relationship between copy and conversion rates

If you're running an e-commerce store, a SaaS startup, or a marketing agency, the three of your biggest challenges are:
  1. Informing visitors about the store’s products and their unique features and benefits
  2. Evoking emotions that drive action and persuade the visitor
  3. Fostering a long-lasting relationship by emphasizing the brand’s values (and how they align with their customers’ values)
You'll realize that you can meet all of these challenges through smart copywriting. In fact, it isn't unusual for improving a website's copy to increase its conversion rates by 2x, 3x, or even 4x.
For example:
There is a distinct, direct relationship between copy and conversion rates. Better copy, whether it’s on landing pages or product descriptions, leads to better conversion rates.
The obvious question is: how can you improve your e-commerce copy?
Here are four actionable tactics you can use right away to get better conversions.

1. Write for your target personas

Sketching out a target customer profile based on your brand's personas will help you craft laser-targeted, high-converting copy.
Nearly all your customers will belong to one or more of these four persona types:
  • Logical persona: This persona type is logical, methodical, and detail-oriented. A customer with a logical persona will carefully scrutinize your offer before hitting the "Buy" button. He will also shop around for better deals. Roughly 40–45% of the audience falls into this category.
  • Impulsive persona: An impulsive persona type is spontaneous, risk-oriented, and optimistic. This persona is more prone to making quick decisions and will focus on the benefits when buying. Roughly 30–35% of the audience would be characterized as an impulsive persona.
  • Caring persona: A caring persona is concerned deeply about the well-being of others. This persona will consider your offer only when it helps others as well. Instead of looking at the product and its features, those having caring personas will also browse through your About Us page to see what kind of company you run. Roughly 15–20% of the population falls into this category.
  • Aggressive persona: An aggressive persona is rational and focused on self-improvement. This persona holds herself to a high standard of integrity and will expect the same from you. Roughly 5–7% of the population has this persona.

How to write for each customer persona

What kind of copy you’ll use for each persona will depend largely on what category the persona falls into. A logical persona type will respond very differently to your copy than an impulsive persona type.
Try following some of these guidelines for your persona-types:

Logical persona

  • Emphasize features
  • Include extensive details, especially of the technology behind your products
  • Avoid fluff and vague language
Example: Take a look at the product descriptions on Canada-Goose.com. This is a brand that sells expensive but high-quality outerwear for extreme cold weather conditions.
canada goose
Canada Goose customers care about the quality and construction of the clothes. The copy reflects this, focusing on features and underlying technology.

Impulsive persona

  • Focus on benefits
  • Use rich imagery and power words
  • Weave a story around your product
Example: Read the product descriptions on the J Peterman catalog. This brand sells the story behind each product.
j peterman
The details are sparse and the copy uses rich imagery and metaphors to appeal to its target audience.

Caring persona

  • Show how your products benefit others, both within product descriptions and on unique pages (About Us, mission statement, etc.).
  • Emphasize the environmental or social benefits of your products.
Example: On Patagonia.com, each product page has a separate section detailing the product’s supply chain. This is in line with Patagonia’s mission statement that promotes sustainable living and environmentally-friendly policies.
pantagonia

Aggressive persona

  • Focus on how the product will help the customer improve himself/herself
  • Emphasize the underlying technology, especially how it relates to performance improvements
  • Focus on your store or your brand’s heritage and history to establish credibility
Example: Most fitness brands fall under this category (see the copy for Keen, a brand of hiking footwear):
keen
The copy lists out the technology used in the shoe and tells the reader how it improves performance.
Ideally, you want to use copy that targets all of these personas on every page. If that’s not possible, you should at least try to figure out the dominant customer persona for each product or category, and use the appropriate copy.

2. Use power words and action words

Staggering. Smashing. Stunning.
These are all examples of power words — words that evoke strong emotions in your readers.
Power words are rarely used in everyday speech (recall the last time you used “staggering” or “sensational” in a casual conversation). This makes them stand out all the more when used in e-commerce copy.
Using power words is the easiest way to elevate your copy beyond the ordinary. A sprinkle of these words can turn boring product descriptions into emotion-generating copy that turns browsers into customers, customers into fans.
See how Firebox uses power words in its product descriptions:
power words
These simple words turn ordinary copy into something far more compelling.
So what are power words like?
Here’s a short list of power words that are particularly useful for e-commerce copywriting tasks.
Amazing
Audacious
Authentic
Backed
Best-Selling
Banned
Breathtaking
Crazy
Caution
Cheerful
Crush
Cheap
Certified
Censored
Controversial
Confession
Dumb
Defying
Delight
Dare
Discount
Exciting
Epic
Eye-opening
Explosive
Extra
Economical
Fortune
Free
Frenzy
Frugal
Forbidden
Faithful
Fearless
Flirt
Grateful
Greatest
Guaranteed
Hack
Happy
Hero
Hope
Hidden
Inexpensive
Incredible
Ironclad
Insider
Joy
Jaw-dropping
Jackpot
Jubilant
Looming
Legendary
Luxurious
Lifetime
Little-known
Magic
Mind-blowing
Miraculous
Massive
Marked-down
Money
Mystery
Naughty
No obligations
No questions asked
Official
Outlaw
Pluck
Provocative
Pummel
Passionate
Profit
Prize
Private
Proven
Protected
Priceless
Risk-free
Remarkable
Rich
Reduced
Researched
Refund
Reliable
Secret
Select
Secure
Savings
Skyrocket
Soaring
Surging
Smashing
Staggering
Stunning
Surprising
Tank
Targeted
Triumphant
Tantalizing
Thrilling
Tested
Unauthorized
Uplifting
Unconditional
Victory
Value
Verified
Whopping
Wonderful

Use action words

Power words evoke emotion, but they don’t drive readers to take action.
For that, you need to use action words in your copy.
These are simply words that describe an action: add, act, take, get, etc.
Let’s take another look at the Firebox product description page:
action words
Action words make your copy sound more energetic and active. They also subtly tell the reader to take some action.
You don’t have to use them excessively. Just pepper them in whenever you want to hammer in a feature/benefit or get your readers to take some action.
Here's a list of some action words you can use in many different types of copywriting tasks:
Add
Act
Buy
Break
Bite
Begin
Collect
Catch
Call
Create
Choose
Drink
Drive
Draw
Eat
Exude
Feel
Find
Fly
Grow
Go
Give
Guard
Hold
Hurry
Jump
Know
Kick
Love
Listen
Locate
Make
Measure
Multiply
Mix
Print
Prepare
Play
Pull
Push
Read
Run
Ride
Ring
Shout
Sell
Shake
Study
See
Speak
Say
Take
Think
Text
Try
Taste
Tell
Test
Understand

3. Use the right formatting

Your website visitors don’t read your pages.
They scan.
According to eye-tracking studies conducted by Nielsen, people scan e-commerce pages in an F-shaped pattern:
F-shaped pattern
That is, they first look to the left column, then to the right, then drag their eyes down the page.
This means that users won’t read your copy — however remarkable it may be — unless it's formatted correctly.
Follow these guidelines for improved e-commerce copy formatting:
  • Follow an information hierarchy. The most important content should go in the first couple of paragraphs. Less important information should be further down the page.

    Take a look at this product page on NewEgg.com. It lists the most important things about the product, including availability, seller name and key features, at the top of the page:
40AzIyB.png
  • Follow a two-column layout, with the product image on the left and critical product details on the right. People are already used to this convention and will naturally look at the image on the left first, followed by the text on the right.

    Overstock.com uses this layout on its product pages:
QK3skzN.png
  • Use bullet points for the text to the right of the image (i.e., the most important content). You can use paragraphs for longer product descriptions.

    For example, Amazon mentions each product's top features in the form of a bullet list at the top of the page:
ek2W5SR.png
  • Use information-rich headers to organize the content (such as key features and sizing information). Users will scan these to find what they’re looking for as they scroll down the page.

    NewEgg organizes this information in separate tabs:
3HpWENg.png
BestBuy's product pages follow a similar structure, but with even better content organization:
Uh2t8AB.png
  • Use keywords in your copy. Users will quickly scan your copy to figure out details about your product. Adding keywords such as size and price will help them scan your page faster.

    Great examples of this can be found on Target's product pages, including this one:
0OMpymc.png
Keep these tips in mind when you write your copy. Otherwise, you just might end up creating impeccable content that no one reads.

4. Don’t forget unique pages

Your homepage, About Us page, mission statement, and the like comprise your site's unique pages.
Unlike product or category pages (which usually follow a template), each of these pages has distinct content, copy, and design.
Optimizing the copy on your unique pages can have a noticeable impact on conversion rates. For one, these pages help customers understand you and your brand. If you can describe your brand in a way that resonates with your target customers, you’ll be able to sell more products at better prices.

Tell a story through your unique pages

When writing copy for unique pages, the standard rules apply: Use power words and evocative imagery.
At the same time, you also want to make sure that your copy weaves a story about your brand.
ThinkGeek does the same by boldly stating its manifesto on its About page:
thinkgeek

Emphasize your brand’s history and values

Another way to use copywriting to improve brand perception is to share your brand’s history and values on your unique pages.
For example, Patagonia.com has a separate page for its mission statement:
pantagonia-mission-statement

Tell your brand's story

Your brand is more than just a collection of products. There are real people with real stories behind the business who come together to create all your amazing products.
Highlighting these on a separate "Our Story" page is a great idea.
For example, take a look at how Saddleback Leather does it:
6UZUOx4.png
Whatever tactic you use to emphasize your brand’s history and its values, the copy on these pages should reflect your brand.

Key takeaways

Copywriting and conversion rate are inherently related. Good web copy is closely correlated with good conversion rates. Using power words, appropriate formatting, and persona-targeted copywriting can help you drastically improve the copy of your e-commerce website and, by proxy, its conversion rates.
Has your brand made a commitment to enhancing conversion rates with effective copywriting?
About ksaleh — Khalid Saleh is the CEO and cofounder of Invesp Consulting, a leading provider of conversion optimization software and services.

Resource: https://moz.com/blog/4-ways-copywriting-can-help-your-ecommerce-conversion-rates



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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam Books. Gamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat di en.wikipedia.org
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
1. A Story That Surprised The World.  http://richardnata.blogspot.com/2015/03/a-story-that-surprised-world.html
  
WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.
Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually.

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