Tag Archives: joanna-wiebe

Have You Registered for CRO Day 2016?

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Remember when you were a teenager and you wanted to get your [insert body part here] pierced because, “literally everyone is doing it”? And your mom was all, “Oh come on, [insert your first name here], would you jump off a bridge because everyone was doing it?”

Well, in most cases Mom was right. Trends are called trends for a reason: they come, they go and they might leave you with an undesirable extra hole in your head.

There is an exception, though: conversion rate optimization (a.k.a. CRO).

CRO Google Trends graph
Google Trends report for Conversion Rate Optimization over the past 10 years.

Everyone’s doing it — even the presidential candidates. And if you’re not doing it — or you’re not doing enough of it — you could be letting conversions, and thus sales, slip through your fingers and into the hands of your competitors.

So what’s a savvy marketer to do but trawl the internet for posts on “How to Conversion Rate Optimization”? (Please don’t search for that, it’s not English.)

Enter CRO Day.

What is it? CRO Day is a full day of online events for conversion-driven digital marketers. Events include five webinars, two panels, one Slack workshop, one AMA… and a five-second Landing Page Showdown.

When is it? Thursday, September 29, 2016.

Where is it? Your couch, your office, wherever you are most comfortable learning all things CRO. All Unbounce-hosted CRO Day events are 100% online.

Who’s gonna be there? You. And me. But also: Andre Morys, Talia Wolf, David DarmaninPeep Laja and many, many more.

What are the highlights?

  • The Five-Second Showdown. Join 10 conversion experts and host Oli Gardner as they dissect and improve CRO Day attendees’ landing pages based on the ol’ five-second test.
  • An epic panel discussion featuring Joanna Wiebe, Joel Klettke and Kira Hug. The topic? How to Write Killer Copy Without Being Shady.
  • Some of your most burning CRO questions answered, like “I have all this data, but what do I do with it?” and “How can I get more conversions out of your traffic?”
  • Community events! If you’d like to host a webinar or in-person event to celebrate CRO Day or if you want to join in on an existing event, check out our Community Events Agenda on Inbound.Org

Don’t miss out on the online digital marketing event of the year. Register today!

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Have You Registered for CRO Day 2016?

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Joanna Wiebe on What Happens When Copywriters Get Lazy [PODCAST]

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If you want to write copy that converts, you can’t afford to be lazy. Image by Martie Swart via Flickr.

Copywriters walk a fine line between adhering to best practices and thinking outside the box.

On the one hand, you don’t want to mess with what works. On the other, you need to get adventurous if you’re going to stand out from the crowd — nothing kills conversions like lazy copywriting.

In this episode of the Call to Action podcast, Copy Hackers co-founder Joanna Wiebe challenges marketers to take chances with their copywriting, and pinpoints three common mistakes that result in lazy copy that just doesn’t convert.

You will learn:

  • Whether you should build your landing pages starting with the copy or the design.
  • Why discounts and promos won’t always help your copy convert better.
  • How to pitch your bold, adventurous copy to your boss so it doesn’t get rejected.

Listen to the podcast

Listen on iTunes.
Prefer Stitcher? We got your back.

Mentioned in the podcast

Transcript coming soon.


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Joanna Wiebe on What Happens When Copywriters Get Lazy [PODCAST]

Is Your Landing Page Leaving a Trail of Broken Promises?

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Even sea otters know the true value of a pinky swear. Image credit: Wikimedia

Your landing page is a virtual pinky swear with your visitors.

People are coming to your landing page because they’re looking for a solution to a specific problem. And they’re looking for you to tell them exactly what it is that you have for them that would solve that problem.

Page Fights, the hilariously brutal (yet educational!) landing page critique show we produce with our friends at ConversionXL, celebrated its first anniversary with an All-Star Edition. Regulars Peep Laja and Oli Gardner were joined by Copyhacker’s Joanna Wiebe, our own VP of Marketing, Georgiana Laudi, as well as a star-studded cast of guest judges with as much conversion rate optimization knowledge as you could possibly pack into one Google Hangout.

You can watch the entire episode here, or read on to learn how to make sure your landing pages are telling your audience exactly what they’re going to get and delivering on your promises.

Promise what you’ll deliver

There are few things that will get people to leave your page faster than copy that doesn’t tell visitors exactly what they’re going to get.

One of the  most confusing landing pages of the day was this one, from MBM.

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If you only ever got to see this much of the page (a real possibility if you’re viewing on a smartphone), it would be difficult to assess what the page was all about.

As it turns out, this is a landing page for truck drivers seeking employment. And while that headline might ring true with truckers, it could also ring true with any one of the Page Fights judges who travel regularly. They’re covering a lot of ground, and not speaking to any one particular audience. Guest judge Michael Aagaard had this to say:

It’s not enough for people to know what the page is about. This page is for truckers, but the headline is very broad.

Additionally, this headline doesn’t do anything to inform truckers why they should keep reading. There is no promise of what you would get by staying on this page.

Michael went on to suggest that by simply changing the headline to something that promises truckers shorter work hours, readers might be more inclined to stay on the page.


Your landing page headlines have to tell people what they’re going to get from you IMMEDIATELY.
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Although there are other issues with this particular page, starting from the beginning is always the best way to proceed.

Start with the promise you’re making to your customers, and tell them exactly what that is. Don’t confuse the issue by offering a whole suite of options. Promise one thing (the thing you do) – and then deliver on that offer.

Maintain a consistent message

Then there were pages that confused people by saying they’re getting one thing in the headline and then throwing in a bunch more stuff into the mix in the bullet points.

Inconsistencies like that can only end in confusion and inaction on the part of the visitor.

Georgiana took issue with a page from eCommHacker, saying “This page has some pretty serious commitment issues.”

landing-page-commitment

The page starts out by saying that if you sign up, eCommHacker is going to deliver “The Best Articles On eCommerce Growth From Around The Web.” But then they go on to say that they’re going to also send how-tos and growth hacks, and access to a LinkedIn discussion group. Georgiana had this to say:

“All of a sudden this starts sounding more like a community than it does just a list of the best articles from around the web.”

The real problem here is that there is no link between what they’re promising in the headline and what they’re saying they’re going to deliver in the bullets below.

Simplifying the message by focusing on just one offer instead of many could go a long way toward helping people understand and actually sign up for the newsletter.

Deliver on what you promise

Here’s the flip side to the coin above: once you’ve made a promise to your readers and they’ve taken action, you best deliver on it!

Here’s a landing page from Status Hero.

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Screenshot from the Page Fights broadcast.

Georgiana was the first to weigh in on this one:

Its offer is not what it appears to be.

There is a “more features” link on this page which would make you think that by clicking on that link you’re going to find out about more features. But in reality, that link directs you to a pricing page that says, “Coming Soon.”

The free version of what they’re advertising on the page (the word “free” appears seven times) doesn’t actually exist yet. This is as good a recipe as any to have your potential customer leave and never come back.

Don’t mislead with your calls to action

Next up is this page from Tap Sell. Michael Aagaard was quick to point out where they’re not delivering on their promise.

landing-page-misleading-cta

As you can see in the screenshot above, there is a call to action button that reads, “Create An App.”

Instead of going to a page that mirrors what the button says, it directs customers to a registration page. If people need to register before they use the product, that’s fine, but then this page should have a “Register Now” button. That way Tap Sell would be making good on their promise.


Your CTA should do what you’ve promised your readers, or they’ll leave you forever.
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Folks, you’ve got to deliver what you’re promising people on your landing page. If you don’t,  your readers will pass on your offer more than Scottie Pippen passed the ball to Michael Jordan.

Keep your landing page promises

People remember when you don’t deliver what you promise.

Even if they come across your landing page again, they’ll remember their experience and bounce. And if you can’t explain what it is that they’re going to get while they’re on your page, they’re not going to bother clicking your CTA.

Create your message so that it is as clear as it could possibly be to make sure your visitors know what you have to offer them. If you’re telling them they’re going to get something when they click a button, make it that one thing and that one thing only.

Once you’ve got that down, submit your page to Page Fights, and let our judges decide whether or not you’re making the grade. They’re tough, but like Judge Dredd, they’re also fair.


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Is Your Landing Page Leaving a Trail of Broken Promises?

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Show Off Your Copywriting Skills and Win a Ticket to CTA Conference

Copywriting Contest

We’re looking for the most awesome copywriter ever. And we’re really hoping that it’s you.

If it is, you’ll soon be on your way to the Call to Action Conference, our 3-day mega-event in Vancouver featuring talks from — and parties with — the world’s top conversion experts.

Your mission, should you choose to accept it

In our Conversion Copywriting Contest, you’ll be tasked with writing about the world’s most adorable robot vacuum cleaner that also lays down the sickest beats: DJ Rumba.

Your mission is to write compelling landing page copy that will persuade visitors to sign up to a mailing list in order to to hear more about DJ Rumba in the run-up to its official release. (It doesn’t actually exist, but this is a trivial detail.)

Awesome copy calls for awesome judges

We’ve assembled an all-star team of conversion copywriters, including Joanna Wiebe from Copy Hackers (and the author of the Conversion Marketer’s Guide to Landing Page Copywriting), Demian Farnworth from Copyblogger, and Henneke Duistermaat from Enchanted to help us select and critique the top 10 landing pages.

These top 10 pages (and their accompanying critiques) will be posted and opened to public voting on May 12. Whichever page has the most votes by May 18 will be declared the winner.

And awesome prizes, too

If your page garners the most votes, you’ll win a free ticket to the Call to Action Conference, along with $500 to get you there.

Two runner-ups will win free tickets to The Conversion Road Trip, 1-day events jam-packed with actionable advice from CRO experts. Attend an event in the city of your choice: Boston, Chicago, New York or Toronto.

Ready to get started?

There’s no design involved — you only have to write the copy and insert it in the DJ Rumba Unbounce template — but submissions are only open until May 4, 2015.

Enter your email below and we’ll send you the full contest details with instructions on how to enter.

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Show Off Your Copywriting Skills and Win a Ticket to CTA Conference