[Webinar] The Language of Compelling Offers

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


Part I

The Offer Is More Than Price (understanding offer basics)



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


Part II Different Kinds of Languages

(clarity, context, affinity, visuals)




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






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






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










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


Part III Quick Tips

(more ways to be compelling)



Experiment With The CTA Format

Shape

Dimensionality

Color

Visual Embellishments

Size


Fonts Matter

Use Sans-Serif fonts

Avoid ALL-CAPITALS

Minimize use of reverse-color


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:

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bit.ly/convertasaurus


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First 3 reviews conducted personally by Tim Ash Mention web offers webinar after ordering good until 2/15/2013.

Copyright 2011 - All Rights Reserved.

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Q&A Tim Ash CEO, SiteTuners

[email protected]

(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

[email protected]

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

[Webinar] The Language of Compelling Offers

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