What do I do when I’m not writing copy, boosting sales or optimizing conversions? Well, laps. But that’s a story for another time. When I’m not doing any of those things, I’m on the internet finding great examples of optimized content and teasing out the CRO principles sellers use to increase conversions. And, of course, figuring out what we’d do differently with the copy for an unfair advantage. What can I say? It’s a way of life at this point.
So, let’s get right into it.
You’re about to see how two stores pitch trays/boxes of premium navel oranges on their product pages. Navel oranges? Yes, these…
First, I’ll highlight what I like about the copy from both sellers. Then, I’ll show you how I’d use our unique copywriting strategy to write a sales pitch that’s destined to boost sales. Bold claim? More on that later.
First up is Halo Groves (on desktop, click image to zoom):
And another from Pittman Davis (on desktop, click image to zoom):
Now, before I show you what we’d do differently, here’s some context.
Conversion Rate Optimization, the Frictionless Way
By researching boosting conversions, you are already ahead of your peers. But you aren’t looking to be ahead of them. You want to make your peers inconsequential.
We’ve been sitting in our marketing lab 🥼experimenting with ideas 🧪for the last 14 years. Our clients have invested $2.9 million in these marketing experiments, and in that process, we have learned some fundamental truths.
We believe trying to convert all site visitors isn’t a good idea. It’s a little like trying to boil the ocean. There is a better way.
The reality is that your site visitors can be divided into 3 buckets:
— Those who are currently buying.
— Those interested but not convinced.
— Those who will never buy.
The sales opportunity lies with the middle group. Figuring out how to target this audience and convert them is what we’ve been working on for the last 14 years.
Our copywriting strategy is part of our overall method to achieve a whopping 20% increase in conversions in just 90 days without messing with your product page. Here’s a summary of what’s involved.
Step 1: Map out High-Visibility Locations
We place subtle CTAs in strategic locations on your site where we know your target audience will spot them. We’ve attached red arrows in this example so it’s easy to spot where we’d place the CTAs.
Step 2: Build a Sales Pitch that Boosts Conversions
When they click one of our CTAs, the rest of them disappear. Then, they see a pop-up sales pitch that’s been custom-built to convert.
We have a solid formula for building our pitches based on the 9 Truths About Online Shoppers.
Here’s the pop-up with our sales pitch
And here’s why we made those copy choices. If you are seeing this article on your 🖥️, click the image below to see the zoomed view. On 📱, pinch and pull the image (clicking it locks the pinch-and-pull mobile feature):
Step 3: Find the Winning Sales Pitch
In practice, our 9 truths formula allows us to build many sales pitches. But we don’t know which is the best, so…
So where’s the Proof?
This concept isn’t a theoretical framework. It’s the base formula for all our conversion work for clients. This marketing framework can be used to boost sales for sports products. To sell skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items. High-end cooking tools.
Does the sales pitch always need to be shown as a popup? Nope.
It can even be used to improve your overall conversion rates.
Want to try it out for yourself? Drop me a comment, and I’ll show you how.