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Low Conversion Rates? Your Copy Could Be to Blame

January 25, 2017

By Today’s Industry Insider

words-have-power

We’ve heard the advice a thousand times:

Your headline is the most important part. It’s 80 cents of your dollar.

Visuals are key. Visitors want to see high quality photos, infographics, videos, charts, diagrams, memes, and more.

The user experience – or UX – trumps all else. It’ll be the key differentiator in the coming years, so make sure your user interface delivers an experience worth celebrating.

Rarely, though, do we hear about the copy itself. You know…the bulk of what’s on your page. The general wisdom reminds us to craft a kickass headline, include stunning visuals, and make it all about our visitors and customers.

Sound suggestions, all. But what about the words? When your conversion rates are lower than you’d like to see them, the culprit just might be some sub-standard copy.

What’s a Low Conversion Rate, Anyway?

That all depends on your point-of-view. Maybe you want to double your current conversion rate (CVR), maybe you want to see a steady upwards trajectory, or maybe you’d like to hit 2.5% and call it a day.

Tracking your CVR is important for everyone, but in order to label it as “high” or “low”, you need a little context.

You need the latest industry average. The only way to see how you’re doing overall is to compare yourself against others selling the same product or service. For example:

The most recent average ecommerce add-to-cart conversion rate is 8.7% globally, and 8% in the United States.

Adwords CVRs vary a great deal by industry:

  • The overall average is 2.35%, while the top 25% convert at 5.31%, and the top 10% hit an impressive 11.45%.
  • Legal? Median CVR is 2.07% and the top 10% sit at 6.46%.
  • B2B? Median CVR of 2.23%, with the top 10% at 11.70%.
  • Finance? Median CVR is 5.01%, but the creme de la creme see 24.48%.

To find yours, just conduct a simple Google or Bing search. Have a SaaS business, for example? Google “average CVR SaaS” (or something comparable). Just be sure to select “Past year” or even “Past month” under Tools > Any Time to get the most recent benchmarks.

If you’re under the average, your CVR is very low. If you’re below the top 25%, your CVR is still low (no one aims for average, right?).

At a minimum, you should be optimizing to be in that top 25%, with your eye on joining the Top 10% Club down the road.

If you’re falling short, it’s time to consider the copy conundrum.

Words, Words, Words

Words matter, and not just in your headline, headers, and subheaders. The copy on the page can send your CRV tumbling faster than a circus gymnast.

Words set the tone and help cement how your customers see your brand. Copy needs to be informative, error-free, well written, descriptive, persuasive, and emotional.

Yeah, visitors want to see a professional website theme, vibrant images, complimentary color scheme, and an intuitive user interface. They expect a streamlined and engaging experience.

But to believe …read more

Source:: Kiss Metrics Blog

      

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