When you find people just visit your landing pages and scroll through anything with a button (or CTA) without stopping, it probably means you need to tweak one of these 4 elements and test the results.
- Copy (title, value prop, CTA)
- Page layout
- Branding (logo, color scheme, visuals)
- Social Proof
Unfortunately, when we are building the products with a small team, we have to wear many hats- we try to be product designers, developers, marketers, copywriters, and sometimes even tester all by ourselves.
And when we list down all our tasks as an indie marketer, copywriting gets a lower priority than building new features, we tend to rely on readymade copies from databases without testing them for efficacy. We find ourselves busy to bring in more people to our product. But we don't make sure that our visitors understand us.
In this quick guide, I'll explain some important tweaks that can produce great improvements in your copy and since these were implemented by businesses that attained great success in recent months, we know they work and I've also explained the reason behind the changes from an optimization perspective.
The changes that we notice in the second copy are:
- Title text: this was a smart change. Replacing "next big client" with "new clients" truly makes sense for a newsletter. "Next big client" sounds a bit cheesy. "New clients" indicates there would be a continuation of leads from this service.
- Subheading: I'd emphasize this multiple times throughout this post so that you'll know this is by far the most important point for a copy written for conversions. Include numbers whenever possible in your copy. And in this case, you can see how Cyberleads has added "500+ handpicked companies" in their copy instead of "every single company". In order to convince your visitors, you must clarify upfront what you are offering. And by telling them what they'll get and specifying a number, you're not just being honest with them but also front-loading the decision making for them. They now know what they'll be getting and they have to decide whether to move forward or not.
- Look at the emphasis on the demo. It appears as a CTA at two places in the new design.
- Most importantly, don't miss the targeting. Instead of inviting everyone to try the product, they are specifically talking to "digital agencies". This is a great way to make your user feel that your product is meant for them and they feel special.
- Feature and pricing links are replaced with testimonials. The only thing that factors most in a conversion, other than your CTA is when people take a look at the testimonials. People look at testimonials to know the results others have obtained from the product. They want to know who are the typical users for this product? "Features" and "Pricing" are secondary.
If you don't have numbers to display in your title/subheading, the next best thing you can do is be specific. And that's exactly what HypeFury has done. Let's analyze the specifics.
- "The only tool you will ever need" is very generic. When we launch our products we often tend to be too broad with our approach. There are hundreds of tools for twitter and you can't replace them all with a single one. So calling it the "only tool" will confuse the users about its value proposition. HypeFury quickly understood it and they replaced the text as "The tool to...". The beauty of this text is that it is now talking specifically about the value proposition of the tool instead of leaving the visitors to wonder what this tool might do for them.
- "grow your audience" has been replaced by "grow and monetize your audience". Putting monetize in the title opens a loop where the reader wonders how the tool monetizes twitter and they tend to read more.
- Coming to the subheading, again words like "gamechanger", "maximize presence" was replaced with specific value propositions- "save time", "increase engagement rate", "more money" and "integration".
- Also, notice how the words "schedule tweets" were removed although it's the functionality they offer. The reason being they don't want to look like hundreds of other mega tools that also offer tweet scheduling. They want to compete on a different value proposition.
Bannerbear has clearly changed their targeting from "designers" to "marketers". But why?
Isn't it obvious that a tool for making banners will be used by designers and not marketers? Then why would they address marketers and not designers?
Think again. Who buys a premium tool like this? A designer probably has his/her own tools to produce graphics. Marketers on the other hand need this to create quick graphics that they can use in their social marketing without involving a designer. So the change in targeting is quite apt and makes us think very deeply about "who is our real target audience?"
Now the changes:
- Instead of just automate, they are now emphasizing on scale. Automation of design is probably not that big of a deal that people will pay for. Especially since free tools like Canva are available with tons of templates. But when we talk about producing graphical content at scale that rings a bell with most marketers who want to maximize content production.
- Drop the technical jargon if you're making a product for marketers or designers. They have removed the text "Simple REST API" from the subheading to make it simple for the audience.
- Specifics, specifics, and specifics. Always focus on what exactly you are offering as early as possible in your copy. The revised copy does just that- "social media visuals", "ecommerce banners", "dynamic email images" explain what the user will actually get.
Here's Headlime- their business is writing copy. And yet they couldn't make it perfect the first time. Or the second. The fact is you'll never get the perfect copy. Your copy will evolve based on your understanding of your customers and what they need. So never stop experimenting!
What changes do we notice (apart from the change in background color from black to white which I'll discuss in another post)?
- Generic text like "copywriting experts" have been removed. AI can't replace experts. At least not yet. Making such claims will only disappoint users.
- Come straight to the point. "Better and faster copy" is what you get with Headlime and that's what they are claiming. A clear value proposition.
- "Generates hundreds of headlines for you"- who needs hundreds of headlines? most of us need only a few. That text was removed.
- "Start generating headlines" replaced with "Try for free. No credit card required.". Initially, you can offer free service without a signup but soon you realize that you need something in exchange for a free trial. At some point or the other sign up model works best because it helps you to get users inside a funnel and take a step towards becoming a customer.
Unicorn has certainly decided to position itself as a landing page builder rather than a website builder which is evident from their copy. Let's look at the other finer changes.
- The earlier targeting was too broad- "startups, solo-entrepreneurs, and hackers". Now it's way more specific- "startups, mobile apps and SaaS". It's always important to write copy that the users can relate to. Think about your users- how do they define themselves? As a solo-entrepreneurs or "app-builders". In my opinion, the former is more of a resume term. The latter is much more direct.
- Instead of 2 CTAs they now have just one- "Create Website". An unwritten rule of copy is that more than one CTA will always create confusion and lesser conversion. Remove all unnecessary distractions from the above-the-fold area and make your primary CTA strikeout.
- Notice how "No credit card" required is added as a note. It's important these days as many websites are playing a dirty trick where they ask for a credit card after the user has filled out a substantial part of the form and invested a lot of their time. By keeping aside that fear, you're already building trust with the user.
- "Signup" was replaced with "showcase". The value of a demo can't be emphasized enough in copywriting. If there is one extra step the user needs before pressing that sign up button it has to be the demo (or showcase in this case).
We as builders and developers of products often approach copywriting with the question- "what value do I see in this product?". But if you're to take this product to the world, the question we should be asking is- "what value do my users see in this product?"
Many entrepreneurs were able to increase their conversion rate dramatically (or even pivot their businesses successfully) by rephrasing this one simple question. So these lessons from the Indie Hackers who were successful with their businesses help us understand how our copy should evolve.
But don't simply go by your gut feeling and change the copy. Test it and learn from others who made successful changes. Frequent changes in website copy confuse your existing user base. Make a change when you're committed to it (see the checklist below).
I know you'd have heard it a thousand times now but let me say that again- you can't perform A/B tests without having a substantial user base. Your tests won't yield significant results.
But don't let that stop you from improvising your copy. A/B test is not the be-all and end-all of copy tests. Above mentioned analysis is just one objective way of looking at copy changes using logic and experience.
We all have a product or idea that we believe in. But our task is to take that belief to the world and make others believe in it. Understand our vision. And that's not an easy job. Other companies employ dedicated teams to just cater to this one task. So following some tried and tested ways to write better copy can go a long way make our products successful and winning new customers.
I'm a conversion optimization professional and I love to share my knowledge and findings in this blog. If you have any questions, feel free to reach me on Twitter.