Copywriting First Aid: 4 Quick Fixes for Your Copy

Run out of time for big edits? Got the itch to run an A/B test but not sure what to change? Fear not – even the tiniest tweaks to your copy can yield big results… even up to 30% more conversions.

And that’s the kind of result we’d all like.

So if you’ve got five minutes to spare, take a look at these easy quick fixes to give your copy (and your conversion rate) a boost.

1. Big up benefits

Forget solutions – how does your product or service actually help? Your offer should solve a problem. After all, that’s why your audience will want it. But what will their life look like after they buy – how will it improve?

Say that you sell an exercise program. The solution is that they’ll lose weight and get fitter. But the benefits of doing so are increased energy, an out-of-this-world libido, jealous looks from former co-workers… you get it.

Or, maybe you sell a business coaching program. Your solution is optimising processes and systems to create a more efficient working environment. Yawn. But the benefits of a more efficient working environment? Happy workers! More time for bigger projects! Relaxed managers! Increased profits!

Chances are, your audience has already researched their problem and knows the solution. What they’re doing when they read your copy is evaluating who does it better: you, your competitors. And if you can’t compete on offer, you can absolutely compete on the persuasiveness of your benefits-focused copy.

2. Add photos and videos

Adding pictures to your site can increase the length of time a customer stays on your page by as much as 21%, says Moz. It’s a case of a picture can really say a thousand words – and usually, it can say it better than most people can write copy.

Of course, the picture does matter. You can’t stick an unrelated, boring or downright unpleasant image on your page and expect it to do well. But, one great photo of a happy, smiling customer (preferably holding your product) can do more for your conversion rates than ten pages of copy, no matter how great it is (or how much you paid the copywriter).

In the semi-famous example below, Highrise boosted their conversion rate by 102.5% simply by replacing their old text-heavy page with a picture-heavy one.

3. Be more assertive in your page copy

For a super-quick copy tweak, swap out weaker words with action-oriented calls to action that ask your visitor to commit to an action. Don’t be too pushy, but be clear about what you want them to do next. For example:

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Verbs, verbs, verbs. Use these at strategic points, cut out the fluff, and tell your reader exactly what to do. The effect is felt more subtly than you might think – and your conversion rate may well thank you for it.

4. Remove purchasing language

Now, there’s one place you don’t want assertive, action-oriented verbs: your Buy buttons. Odd, isn’t it? The reason behind this is that people don’t often like being reminded they’re parting with money for your offer. Buyers love “adding things to their cart” and “checking out”. But they don’t like “buying”, “purchasing” or “downloading” as much.

Most people have a micro-second of doubt when cold, hard cash comes out. Acknowledge their hesitation, but nudge them forwards by drawing the attention away from their trembling wallet.

When the Analytics Inspector blog tested conversion rates, they used different purchase verbs used at the crucial moment of sale. The results speak for themselves:

Each time a purchase-related verb was used, conversions went through the floor. But “Add to Cart” sounds like less of a commitment. It makes your customers feel like they can back out later if they want to. In reality, nothing about the process was changed apart from the CTA.

Have you used any of these tweaks in your copywriting? How did it go? Let us know in the comments!