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An eCom site has a bestseller that’s doing $100 million in sales. Serious bloody number.
They hire this incredible copywriter who writes an incredible product page sales pitch.
Is that enough? Can the project be considered successful?
Because writing great copy isn’t enough.
There is a very specific metric you need to be looking at:
What percentage of page visitors reached the closing of my pitch?
If that number isn’t significantly higher the project is a failure.
If the new content wasn’t structured to make the reader read all the way to the bottom of the pitch then that content wasn’t designed right.
And in order to know how far down the prospect reached you need to add digital markers along the path. Without these progress markers, the only way to know if the new copy worked is to look at completed sales.
That’s not the best metric.
Completed sales are binary indicators— zeros or ones. The sale either happened or didn’t.
You need pre-sales signals.
That’s what digital markers give you.
There are a bunch of ways in which these markers can be embedded into your sales pitch:
— You can use GTM (Google Tag Manager) to track how far down the product page the reader ventured.
— You can add clickable buttons that reveal important elements of the sale pitch.
— You can even add little feedback beacons along the pitch. These are typically added after important content blocks. They read “clear” and “unclear”. The reader is literally telling you if the explanation in the paragraph above made sense. PS: if the reader says the explanation doesn’t make sense it’s a shit explanation. The copywriter’s opinion doesn’t count.
With these mid-point progress-markers, the business is able to pinpoint where the pitch started to unravel.
Comprehension closely follows readability. After all, if your potential buyer reads all the way to the bottom of your sales pitch but doesn’t really get your offer, you’re in big trouble.
As the reader is going down this list they are deciding if they should continue reading or leave:
To track for comprehension you can add little feedback beacons along the pitch. These are typically added after important content blocks. They are labeled “clear” and “unclear”. The reader is literally telling you if the explanation in the paragraph above made sense. PS: If the reader says the explanation doesn’t make sense it’s a shit explanation. The copywriter’s opinion doesn’t count. In the Further Reading section below we include a link to an article that shows an example of the comprehension beacon.
Trouble with long form copy
Long-form copy has a design problem.
It can feel overwhelming. It can feel like a wall of text.
This is where design can help. I was on this page and noticed a clever design solution for the long copy problem.
Made a video to show the interface:
Now that you understand the importance of content readability let reveal other ideas to maximize content conversion rates:
— Example of comprehension beacon described above (link)
ABOUT FRICTIONLESS COMMERCE
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