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Copywriting

How to write web copy that connects with people, persuades and gets them to buy.

Content playground

I recently faced a familiar scenario: My team wanted to buy a new SaaS tool, so my boss asked me how much budget to request. I had no idea about pricing, so I Googled around and asked for pricing tiers from several vendors in the space. 

Unfortunately, I received a handful of all too common, unhelpful responses.

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Copywriting

For the sake of argument, let’s say you know the basics of copywriting.

Blah blah, write a compelling headline, know your audience, be persuasive, find your unique selling proposition, keep copy clean, blah blah blah.

At one point, this advice was great. But from where you’re sitting, “write compelling headlines” isn’t helpful anymore, is it?

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Are Grammar Mistakes Costing You Money?

Most articles will tell you that poor grammar can kill sales. While not as important in blog posts as in sales copy, grammatical errors can dissolve credibility, possibly resulting in fewer sales.

But what does the actual data say?

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A Copy Testing Methodology for the Digital Age

It takes one wrong word to put your foot in your mouth. We’ve all done it and, in the process, squandered an opportunity to impress someone (or some crowd).

With copy, you have a chance to slip up on every homepage, product page, or ad.

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30+ Killer New Content Ideas in 30 Minutes (and How to Prioritize Them)

Every marketing team needs fresh content ideas. 

Maybe you’ve been producing content on the same subject for so long that your idea well has run dry. 

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Your brain

Writing copy that converts is a lot like boxing.

Your shots need to flow, and you need to be 3-4 steps ahead of your opponent. You have to predict their counters, slips and movement patterns before they even think of doing them.

Similarly, to craft high-converting copy, your sentences have to flow. And you have to anticipate your reader’s objections and be mindful of each word, sentence, and paragraph that enters their brain.

Regardless of the technique you use, according to Copyblogger, the goal is “strategically delivering words to get people to take action.”

Using NLP and neurolinguistic principles, we can boost the chances that your copy will resonate with your target audience and move them to action.

Here’s how.

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Headlines that Convert: 5 Key Characteristics

We see somewhere between 4,000 and 10,000 marketing message per day. To get conversions, you must first grab attention, and the headline is what everyone sees first.

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ShipYourEnemiesGlitter Social Proof

We’re all familiar with the standard “best practices” of CRO. Always use social proof, always reduce form fields, never use image sliders, and so on.

As someone who believes that best practices are merely common practices, I’m always looking to test the tried and true to see how, well, true it really is.

First up? Social proof. Does it really work as well as we all assume? Why? And more importantly, what’s the best way to implement it?

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The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seem like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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After the Lead Magnet: How to Nurture B2B Leads

When a prospect downloads your lead magnet, their journey to paying customer has only just begun—it may never finish. 

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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