By now, you’ve already seen how we use our unique strategy to target the most valuable visitors on your product page, or even throughout your funnel, from home page to checkout. This strategy is how we achieve an amazing…
But when targeting visitors, you shouldn’t be limited to copy on your product page, or the usual user funnel. If you’ve read our 9 Truths conversion copywriting formula, you know we’re all for giving your shoppers personalized experiences. One great way to do that is through quizzes.
Quizzes are great for a lot of reasons, the most important being they increase engagement on your page. For example, BuzzFeed quizzes have a 96% click-to-finish completion rate. The longer the shopper spends on your page, the more opportunities you have to:
- get to know them
- tell them about you
- convince them to buy
That’s why about 80% of marketers agree that interactive content (like quizzes) holds attention and educates buyers better. (Content Marketing Institute, 2016)
If you’ve got a quiz on your site, how can you ensure you’re using this engagement to the full?
We have a 3-step process:
Step 1: Map out the strategic locations on your site to target people who are leaning in with interest.
Step 2: Build a sales pitch using the 9 Truths conversion copywriting formula.
Step 3: Build variations of the sales pitch for A/B testing.
For this example, we’ll be using a brand called Provenskincare.com. Keep in mind this is not an actual client. We aren’t allowed to show the work we do with most clients (there are a few exceptions), so we’re using a made-up example that exactly mirrors what we do for client projects.
So our sales pitch makes sense, it’s important to give you an elevator pitch for the products we’re targeting:
— PROVEN offers skincare that utilizes artificial intelligence and a large proprietary database of skin-related information to curate a personalized selection of products that target your unique concerns.
— They’ve designed a quiz to collect data about your skin, allowing them to pinpoint exactly what products you need for your skin concerns.
— Users may have tried many skincare products in the past, including products that worked for others, but didn’t work for them.
— Shoppers are looking for products that are guaranteed to work, not just hype.
With that out of the way, here’s the 3-step process we’d use if Provenskincare.com hired us.
Step 1: Mapping High-Visibility Locations
We’ve added red arrows next to all the locations we’ve added our call-to-actions so it’s easy for you to spot them:
On the home page(top of the funnel)
On the first screen of the quiz
Some of the way through
Near the end
Step 2: The Sales Pitch
Once a shopper clicks on one of the CTAs you placed on your page, we’ll show our sales pitch that’s been custom-built to convert. We’ve kept it brief so the shopper can comfortably return to the quiz. Below the sales pitch, you’ll find another screenshot explaining why we made the various copy choices.
Here’s how we built this pitch using the 9 truths. If you are seeing this article on your 🖥️, click the image below to see the zoomed view. On 📱, you can pinch and pull the image (clicking it locks the pinch-and-pull mobile feature):
Step 3: Finding the Winning Pitch
As usual, I’m only showing you one sales pitch flavor. For actual client projects, we run dozens of copy variations until we find the winning ticket. For example, one flavor might focus on your origin story; the next flavor might leverage us versus them messaging; another one might double down on selling the shopper on your point of view (how you see the world).
Great, where’s the proof?
20% more conversions is a bold claim. But we have receipts. We’ve boosted sales for sports products by designing our sales pitch this way. We’ve also sold skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items. And more.
It can even be used to improve your overall conversion rates.
Want to see it work for you? Drop me a comment below, and I’ll show you how.