Every website is designed to sell stuff to you. That is there business and they experiment ways to do this better in realtime. There are tools that can capture and tell which words sell better or which images sell better or any other part of the website. Websites can track your cursor movements and sometimes even eye movements to understand what is attractive and then improve those parts of the sites. Its a realtime game is being improved every minute on hundreds of thousands of websites across the world.
A very important part of the web page is the content or the “copy”. Old school still thinks that the copy needs to be creative or sound good, it should be focused on conveying brand attributes and should speak to multiple audiences, but these are not necessarily true.
People don’t want to buy your product; they want to buy an improved version of themselves.
The greatest copy writers and the best tools give the below mentioned insights
- Copy needs to speak to the real life motivation / mindset of the customer, understand those first
- Focus on Direct Response copywriting instead of talking about vague concepts. Save time.
- Always have just one conversion goals per page – sale or lead or download etc
- Visual hierarchy is very important. Give bigger size / space to more important things
- Motivation is what brought the user to the page. You can’t change it. You can just talk in the same language
- Always focus on the VALUE PROPOSITION of the page or in other words, What’s in it for the consumer?
When writing a copy, follow a MESSAGE hierarchy, so that you answer the below mentioned questions for the consumer (website user)
- AM I IN THE RIGHT PLACE?
- WHAT DO YOU DO?
- WHY SHOULD I TRUST YOU?
- WHAT AM I SUPPOSED TO DO (AND REMIND ME, WHY)?
- Advanced Tactics
- Borrow expressions from your most satisfied customers
- “So what? prove it” rule – Give evidence for everything you say on the site
Such tactics and many more are used on “Sales page” of the website to make you buy more, so best to be aware about these and make an informed decision, rather than being influenced by them.