How to Improve Your Conversion Rate with Copy and Design
Conversion rate optimization or CRO is an important marketing technique that helps improve website conversion rates. It is an iterative process that includes many different tactics.
Copy and design are two of the most important aspects to focus on when implementing CRO tactics to help improve your website or eCommerce platform conversion rate. It is vital to use them strategically to improve your conversion rates.
This article explains the basics of a compelling copy and design for beginners. It also includes tips and guidelines to improve your online business conversion rate.
What’s an effective website copy?
Website copy is one of the most significant aspects of your website because it can either make or break your conversion rates.
An effective website copy is simple, scannable, focused, and has a clear call to action. If it does not have a clear call to action or achieve its purpose of aiding conversion, it is not an effective copy.
A compelling copy is supposed to sell. It ought to market your brand, product, and services.
Also, a good copy should not be too long and tedious, or you risk losing your website visitor somewhere along the page.
There is no right or wrong recipe for how long a copy should be, but you should make sure that it is engaging, contains keywords that are relevant to the site, and is compelling enough to make the reader take a specific desired action. This is crucial for making a good conversion rate.
But what figure makes a good conversion rate?
Well, it depends on your particular industry. For instance, the eCommerce industry average conversion rate in the third quarter of 2020 was 2.17% globally which was lower than the previous year (2.37%). However, it was higher at 2.57% in the US.
There is more to writing a compelling copy, but it goes beyond the aim of this blog post.
Here’s your checklist for writing effective website copy:
What’s an effective website design?
With about 2 billion websites in the world today, it is essential to have an effective website design to stand out. A website design is an integral part of a company’s identity and can be a vital tool for marketing.
Design can play an essential role in persuading visitors to take action. For example, contrasting colors can make it easier for visitors to find content or buttons they are looking for on your site.
An effective website design should have a clear purpose and convey this message while simultaneously building trust, engaging visitors, and guiding them to take the anticipated action.
The site should have a clear hierarchy and good structure with content on the home page that tells what it is about, why it exists, and how people can use it. The content might include providing information about a product or service or redirecting them to a landing page where they can order what you sell.
Furthermore, a good website design will be easy on the eyes, provide the right amount of information and be intuitive enough so that visitors can find what they are looking for without difficulty.
Website design is not just about how the site looks but also about how it functions.
How to leverage copy and design to improve your conversion rate?
Conversion rate is the proportion of web traffic visitors who took the desired action out of the whole number of visitors to a website.
The conversion rate is one of the most critical measures for any online marketing business.
Several factors affect conversion rates, and website copy and design are two proven ways you can improve your conversion rate optimization or CRO.
A good website copy and design will complement each other and get your website visitor to take action, which in most cases will be to purchase your products.
If improving your eCommerce conversion rate is important to you, here are the main guidelines to follow to leverage copy and design to improve your conversion rate
Know your audience
Copywriting is an art of writing used to persuade people to buy a product or service. It is vital to the general success of your online business; after all, you only have around fifteen (15) seconds to capture the attention of your website visitor.
However, to capture the attention of potential customers and persuade them to buy a product or service, you need first to know who they are, what excites them about your business, what they care about, and how they think.
You can conduct surveys and search competitors’ businesses on review platforms, including google reviews, to see what potential customers say. Also, use social media platforms to search for potential customers’ comments. This way, you can better understand who they are before creating your website copy.
When you are clear about your audience, ensure that the copy written speaks directly to them using the customer’s language.
This will help you generate content that resonates with your potential customers and improves conversion rates.
Once you are clear about your audience, the next thing to do is write a copy with a clear message hierarchy. Determine in what order you want potential visitors to receive your message.
Best to start with the most important message and end with the least important.
Typically, any web copy has three parts – the headline, the body copy, and the call-to-action (CTA). The headline should be short, catchy, and compelling enough for people to read further.
Also, when delivering your message, make sure that your body copy is concise. Especially so that it is easy for people to read through it quickly. Remember that people don’t read, they scan, so it’s much better to write less than to write more and say less.
Lastly, it would be best to have a strong CTA at the end of your message so that your website visitors know what they should do next.
Convey features and benefits of your product in an exciting way
To leverage copy and web design to improve your business conversion rate, your copy should describe the features and benefits of your product and services.
However, getting the best response from your reader is an art as it is science. You need to understand the art of storytelling and how to use your words to create a story that will captivate your audience.
For example, rather than saying replace your dead battery with Power3plus renewable lithium-ion battery, you might say:
“I know how frustrating it can be when your laptop battery dies. And with Power3plus renewable lithium-ion battery, your laptop battery can now last you three more hours. Three more hours to read, type, play games, watch movies or do whatever you want at no extra cost.”
The quoted copy makes the reader feel like you understand their pain and have provided the solution to their problem, which makes them want to buy your product.
Your ability to mix facts with relevant details in a story format will make your copy irresistible to the reader. Thereby, aiding your conversion rate.
Web copy and design are a crucial part of any marketing campaign. It can be the difference between a successful campaign and an unsuccessful one. To boost your conversion rate, here are the key takeaways we discussed.
Know your audience
It is vital to know who your customers are and speak their language in a way that excites them to take the desired action.
If you don’t speak their language, you won’t be able to connect with them and convince them of your product’s worth.
The copy of your website should be simple and have a clear hierarchy. The reader should not have to read between the lines to understand what you are trying to say.
It should be concise, engaging, entertaining, and flow from the most important to the least.
Features and benefits
The best way to convey your product’s features and benefits to improve conversion rate is to tell it in a story format. Make sure to mix facts with relevant details in your story.
People are more likely to buy from you if they can relate to your product or service.
The core purpose of a copy is to drive conversions plain and straightforward, and in this blog post, we explained what an effective website copy is, including tips for writing an effective website copy that converts.
Also, we explained what an effective website design is with guidelines to follow so that you have the best mix of website copy and design that aids conversion rate optimization.
The copywriting and design tips shared in this blog post will require effort and time, but they are easy to implement and guarantee instant improvement in your conversions.
Thank you for reading to the end. We have another helpful article for you next week. Bookmark has all the solutions and tools to build a solid online presence for any business. Reach out via Live Chat if you have questions.