Great Copy Is All In The Detail

When it comes to writing great copy that converts readers into customers, the tiny details really do matter.

An intriguing study by Carnegie Mellon University tested how changing a single phrase would affect sales conversions.

The university gave customers the opportunity to sign up to a DVD trial program for a fee of five dollars. These customers read one of two almost identical copies. The only difference in the two was that the first one stated that there would be, “a $5 fee,” whereas the second read, “a small $5 fee.”

That was the only difference; just one little word.

The second phrase increased sign-up rates by a whopping 20 percent.

The emphasis being put on the “small,” fee made the thought of parting with the cash far more palatable for the more conservative spenders in the group.

Measuring the success of your writing is super important, and with modern technology it’s easier to do than ever before.

How Do I Measure the Success of My Writing?

Take a look at a few key metrics to indicate whether or not your copy is performing in the way it should.

  • Click-through rate: If there’s a call to action involved, the click-through rate (CTR) indicates how compelling the copy is and how well it’s driving people to take action and click. For this reason, you should always try to include a call to action in your copy.
  • Page visits: Keeping an eye on your page visits can indicate how much interest there is in the subject matter and whether people found the headline compelling enough to click on.
  • Social shares: Is your content is getting a lot of engagement or shares online?  That’s good, as this indicates that the subject matter is relevant, interesting and effective.

These are just some of the metrics that show how well your words are doing their job.

Using Google Analytics

I’ve found Google Analytics to be very helpful in measuring the effectiveness of my copy. This is because it includes all of the metrics you need to determine how successful your writing has been.  Best of all, the standard version is free!

Get in touch

If you’d like me to write copy for your business that is engaging and effective, please send me a message today. Look, there’s my call to action!  I’m off to measure the effectiveness with Google Analytics!

Written by : jo