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Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors’ Brains Free Webinar Series Brian Massey Conversion Scientist @bmassey @sitetuners, #CRO, #personalization Featuring:

Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

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Page 1: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Writing Killer Conversion Copy: Getting Past the Bouncers in

Your Visitors’ Brains

Free Webinar Series

Brian Massey Conversion Scientist @bmassey

@sitetuners, #CRO, #personalization

Featuring:

Page 2: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

Our mission is to influence your visitors to take the desired action on your website or landing page

ACT

Page 3: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

M O R E T H A N

s i n c e 2 0 0 2

1250 CLIENTS

Page 4: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

Conversion Rate

Optimization Services

Staff training & mentoring

Call us in on a single project or turn to us for ongoing monthly conversion support

Conversion analysis and CRO-focused redesign (single page or full site)

A/B and multivariate test plan development

Page 5: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

Today’s Expert: Brian Massey

• Conversion Scientist @ Conversion Sciences – and has

the lab coat to prove it!

• Author of Your Customer Creation Equation

• 20+ years ad computer programmer, entrepreneur,

corporate marketer, national speaker and writer

• Master doodler

• Top rated speaker at Conversion Conference and other

national events including PubCon, OMMA, Innotech and

more

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@bmassey

» Brian Massey @bmassey » Conversion Scientist » Conversion Sciences

Writing Persuasive Copy Getting Past the Bouncers in our Brains

Page 7: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Friction-Free: Unlike vertical corduroy, which produces friction that can heat your crotch to uncomfortable, potentially catastrophic levels, Cordarounds’ horizontal wales mesh evenly, lowering the average wearer’s crotch heat index (CHI) reading by up to 22%.

“If you create something with a hook, you can experience dramatic results.” – Chris Lindland, CEO

Source: Business Times Online http://www.bizjournals.com/sanfrancisco/print-edition/2012/06/08/clothier-betabrand-racks-up-sales-with.html?page=all

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@bmassey

Conversion Scientist

Founder of Conversion Sciences International Speaker Author: Your Customer Creation Equation Lab Wear Fashion Model

Page 9: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Page 10: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

The Real Scientific Method

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@bmassey

Typography

(Motion optional)

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@bmassey

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@bmassey

Meet the Bastards

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@bmassey Source: Wizard Academy www.wizardacademy.com

Carl

Wernicke Pierre Paul

Broca

Page 15: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Page 16: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Seeing Words Passively

Primary Visual Cortex

Generating (and Reading) Words

Broca’s Area Wernicke’s Area

http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2

Page 17: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey Chapter 30 of Secret Formulas of the Wizard of Ads, 1999

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@bmassey

Broca’s Area

Motor Cortex

http://www.sxc.hu/profile/craiova

Page 19: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains
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@bmassey

Free Marketing Research Lousy Marketing Ideas. Don't Come to our Site. www.*****.com

Bulldog Info & Resources Vaguely useful pet site Affiliate links and pictures www.*****.com

Free Marketing Research We hold all the secrets to internet marketing. Buy Now! www.*****.com

Bulldog Info & Resources Site about family dog Pictures and links here www.*****.com

Source: MarketingExperiments PPC Ad Copy Tested 6/2005

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@bmassey

26% Conversion

Rate

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@bmassey

There is no body language on the

Web…

Page 23: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey http://www.nataliedee.com/

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@bmassey

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@bmassey

Would You Lease a Car from Ling?

Page 26: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?

Page 27: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

The Future of Digital Marketing 2012: Econsultancy Keynote by Ling Valentine of LingsCars.com - Is there method in the madness?

Page 28: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains
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@bmassey More leads

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@bmassey

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@bmassey

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@bmassey

Methodical

Competitive

Humanist

Spontaneous

Lo

gic

al

Em

oti

on

al

Q u i c k D e c i s i o n s D e l i b e r a t e D e c i s i o n s Brian and Jeffrey Eisenberg,

Waiting for Your Cat to Bark?

Page 34: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

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@bmassey

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@bmassey

We want to shake your hand, so you can start sending us checks.

Page 37: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey http://www.sxc.hu/profile/guitargoa

We don’t know what we’re measuring, but it looks pretty damn good.

Page 38: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

If you work with us you might get laid.

Page 39: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

This person doesn’t work here, but we’ll already have you on the phone before you realize it.

Page 40: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

We aren’t racist. Or sexists. And we aren’t sure why we had to point that out.

Page 41: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Page 42: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

This took about 20 minutes using PowerPoint.

Page 43: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

These were done using Box Shot 3D.

Page 44: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

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@bmassey

Page 46: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Page 47: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Our heat-reflecting paint kicks ass.

Page 48: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

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@bmassey

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@bmassey

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@bmassey

Different Product Different Girl

No mention of Wonderland Collection

Colors Match

Page 52: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Page 53: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey Higher revenues

Page 54: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

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@bmassey

Wizard Academy www.wizardacademy.org

Page 56: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Page 57: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

20% Off Window Treatments We Bring the Showroom to You. Free Local Design & Measure! www.decorview.com

$100 off Power Shades Sale on Automated Fashions. Free Local Design & Measure! www.decorview.com

Top Performing Ads

Page 58: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

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@bmassey

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@bmassey

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@bmassey

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@bmassey

Control

Treatment A

Treatment B

Page 65: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Design and UX Knowledge

Page 66: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains
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@bmassey www.garrisonphoto.org/sxc

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@bmassey

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@bmassey

A) We Can Help. Call…

B) Speak with a Compassionate Rehab Specialist. Call… C) Ready to Start Healing? Call… D) Ready to Stop Lying? If so, we can help. Call…

-18%

Control

+32%

+43%

Page 70: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

Bouncers? What bouncer

Page 71: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

@bmassey

The Conversion Scientist Blog conversci.com/upside Contact: [email protected] 888.961.6604

Conversion Upside Calculator

conversci.com/upside

Page 72: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

Get a Free 15 Minute Conversion Review

• Interactive review of your key conversion paths

• Conducted by SiteTuners conversion staff

• Identify key segments and opportunities for customization

• Video transcript recorded via GoToMeeting

• Offer good only for companies generating at least $1 million annually in online revenue. New customers only please.

To take advantage of this FREE offer

you must schedule by February 6

Bit.ly/CROreview

Page 73: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

Copyright © 2015, SiteTuners - All Rights Reserved. @SiteTuners #CRO #contentstrategy

Next Month: GA Tricks for Huge CRO Advantage

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• How specific pages and/or products on your site interact to bolster purchase value

Register online:

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Wednesday, Feb 25, 10 am PT/1 pm ET Presented by Dave Booth Founding Partner and Principal Consultant @ Cardinal Path

Page 74: Writing Killer Conversion Copy: Getting Past the Bouncers in Your Visitors' Brains

SAVE $400

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