Content Optimisation

It’s true. There’s nothing quite like speaking to your customer. Speaking to your customer in the right way will indeed resonate with them and address needs, fears, interests, preferences, wants and concerns.

We are specialists in research-driven conversion copywriting.

Content optimisation is much more than tweaking headlines, button copy or minimising attention ratio.

We research to understand key persuasion principles that influence your users at different points in the journey, we analyse and rank value propositions from data, we order messages into persuasive arguments, we refine and edit content for different personas, we gather messages from the voice of our customers – the list continues.

We’re not crafting ‘page copy’; we are crafting a persuasive argument. This ultimately takes time, research and analysis. We are trying to both know and understand as well as anticipate what our customers are thinking when they come and engage with our site. Whilst this borders on mind-reading territory, you can understand it’s difficulty in doing so.

IT’S GETTING HARDER

The benefits of content optimisation are evident.

We’ve seen conversion increases upwards of 75% by understanding the audience and writing copy specifically for them. As I write this, we’re running a category-based page on a health and beauty client that where we have changed nothing but the copy and we are at 78% significance with a 45% increase in checkout success rate.

This is, however, getting harder and harder to do. Back in 1997 Jakob Nelson wrote people don’t read online. Although only insinuated, perhaps one of the biggest reasons for this is that of limited attention spans or, what the Elon University School of Communications calls, “always-on lives”.

Scanning is seen everywhere and this eye tracking example from EyeQuant is a case in point.

amazon

However, as Joanna Weibe correctly puts it “When we write for scanners, we are enabling and encouraging an increasingly poor ability to concentrate on our very own messages” or in other words, when we write for those with lower attention of our product or brand, we will attract those with lower attention of our product or brand.

OUR PROCESS

Conversion copywriting is often seen as an after-thought.

As User Conversion, it was one of the first specialist skills we sought after and hired because we understand the value of it. We have since put into place an editorial workflow, to take a copy-first approach to the majority of our experiments.

Content is so deeply embedded into, not just understanding the customer, but speaking to them and we understand this value.

Within our COIE model we identify core insights from users within our insights phase. Specific content optimisation research studies are undertaken such as reviewing competitors copy, data and content mining reviews, data and content mining live chat scripts, and many more techniques. Each technique has an iterated framework that we have improved over a number of years to get the most out of it, efficiently.