The Power of Words: 21 brilliant micro-conversion ideas you can achieve with copy alone

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21 brilliant micro-conversion ideas you can

achieve with copy alone

Thursday 28th May 2015 13.00 BST

Catherine Toole, Chairman, Sticky Content

http://www.stickycontent.com/


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Speaker: Catherine TooleChairman, Sticky content

• Founder and chairman of Sticky Content –

now part of the Press Association

• 20 years’ experience in digital content

• Well-known speaker, who leads seminars at

Jakob Nielsen’s Usability Weeks worldwide.

• Econsultancy content strategy

trainer/blogger

Your speaker





Sticky Content: copywriting; content strategy; content marketing & training

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Headlines

Headlines

1.

©MOZ

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numberssingle superlative

personal

outcome effort

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Copy

Design

2.

A

B

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A

B

Control

+17.4%

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A

B

Control

+17.4%

C

D

Did B, C or D perform best?

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A

B

C

D

Control

+34.9%

+17.4%

+21.9%

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Tasks

Outcomes

3.

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Ego

Effort

4.

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© PA

Emotion

Reason

5.

25





A

B

Which outcome model worked best?





+ 22%

A

B

B outperformed A + 22%





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© PA

You

Us

6.

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ISO 9000 audit

So, you’ve heard an ISO audit is in your near future

and you want to know what you can do to get ready?

One of the best ways you can prepare for an audit is

to learn the language your auditor will be using. hosted by





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Herd

Extinction

7.

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+ 34%

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Now

Later

8.

A

B

+ 6.3%





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Size of task

No idea

9.

Case study courtesy of www.contentverve.com

Control:

Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free ebook

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Control:

Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free ebook

Treatment:

Read the book in just 25 minutes and get Insights from 4 years of research and over 350 A/B tests

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Treatment:

Read the book in just 25 minutes and get Insights from 4 years of research and over 350 A/B tests

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Long

Short buttons

10.

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Showing

Telling

11.

+24%





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Spam

Serious

12.

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Conversions DOWN 18.70%

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19.47% more signups

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What everyone

is thinking

Blah blah

13.

www.bunnyfoot.comhosted by





UX consultancies

www.bunnyfoot.com

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67hosted by Copyright Brad Blake, Hill Holliday, 2011





A

What worked best? Goals?





B

Or personas?





B

Personas = 49.1% more downloads

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83hosted by





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21.

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www.linkedin.com/in/catherinetoole

[email protected]

@catherinetoole

www.stickycontent.com

http://www.linkedin.com/in/catherinetoole

mailto:[email protected]



The Power of Words: 21 brilliant micro-conversion ideas you can achieve with copy alone

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Transcript of The Power of Words: 21 brilliant micro-conversion ideas you can achieve with copy alone