Jen Havice is a Twin Cities website copywriter who specializes in creating content with personality that’s made for conversions. She runs Make Mention where she helps small businesses and entrepreneurs create better performing websites with better copy. Connect with her on Twitter @jenhavice
Knowing what your customers want, when they want it, and how they’d like it served up to them is at the core of developing winning test hypotheses.
It’s the why behind the quantitative data that shapes your copy and gives your visitors an easily navigable path to becoming a customer.
“How do we get our customers to do what we want them to do?” Digital marketers get asked this question all the time.
But it’s the wrong question.
Customer personas are detailed representations of segments within your target audience. Fueled by data-driven research, they map the “who” behind the buying decisions of your products or services.
When you’re putting together copy for a website you may not have the luxury of only having to speak to one audience. In fact, you may have multiple audiences you need to address.
Which means you’ve got a juggling act on your hands.
Who is most important? What if both audiences require equal attention? How do you write copy that attracts more than one audience on a page without confusing your messaging?
The answers to these questions lie in your customer research and a process for determining where your audiences’ needs overlap.
If you’ve looked at enough SaaS websites, you’ve probably noticed a bit of a theme: home pages designed to act as landing pages.
Wondering how to write “compelling” copy? Consider this.
According to a 2012 psychological study conducted in France by psychologist Remi Radel, humans can perceive the meaning of words in as little as 1/300th of a second.
Researchers recruited students for the test, asking all of them to arrive at the lab without having eaten for at least 3 or 4 hours. Half of the students were told there would be a delay of an hour and to eat lunch. The other half had only a 10 minute delay before the start of the test – and given no chance to eat.