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Case Study

Conversion Copywriting: How One Section Lifted Overall Sales

Client: canvasprints.com

What's your name?

  • Goal:
    • Improve sitewide conversion rates for CanvasPrints.com.
  • Outcome:
    • 8.42% increase in overall conversion rates.

      Note: this is the outcome of one test. Over a 90-day project, dozens of tests are run. The total lift of those tests adds up to 20% or more.

The Setup

Typically, we focus our persuasion energy on just one product page. Sometimes, clients don’t have one big seller. They have many products driving overall sales. That was the case with CanvasPrints.com.

They have four product categories with multiple skus within each category. So we couldn’t target just one product page. As a result, our test was designed so people who were part of our experiment (randomly selected of course) would see the test element no matter which product page they ended upon.

The Problem

Over the last decade, digital photography has exploded. With it, so have services in the photo printing space. Itโ€™s a highly competitive market:

Photo Printing Highly Competitive Conversion Copywriting

With so many choices shoppers enter CanvasPrints.com with four open tabs. They are in a highly promiscuous state.

If we can’t convincingly communicate who we are and how we’re different they will leave.

Control

CanvasPrints.com was doing what most brands doโ€” nudging shoppers to the product page, and once there asking them to upload their photos and checkout.

The Concept

13 years of A/B testing have made clear that before shoppers are ready to buy they need to be sold on what makes us different. We need to first help new visitors cross the unfamiliarity barrier:

Optimize conversion rates. Get the user over the unfamiliarity barrier

To do this we crafted our “why we exist” pitchโ€” this is where weโ€™re selling the buyer on how weโ€™re different from all the other canvas photo printing options out there.

Next, we had to place this โ€œwhy we existโ€ pitch at a high visibility location. We ended up placing the โ€œwhy we existโ€ CTA on ALL the product pages:

PDP CTA

I know some of you prefer reading and others like video content. So we’ve created both.

Video explanation of sales copy

Did the video explanation help? /

๐Ÿ™Œ

Uh oh! Let's get in touch so I can explain this better.

 

    We'll talk soon!

    Written Explanation of Sales Copy

    Click on the annotations (green and blue numbers) to read the explanations for the copy choices we made in the lightbox the visitor sees.

    + The first thing we need to do is acknowledge the competition. Itโ€™s silly to pretend our shopper isn’t aware. + Then we need to quickly establish our mission: to be the lowest-priced destination. We picked this selling angle because itโ€™s what emerged in our client interrogation session. + We want to make our pitch feel conversational. Here weโ€™re using that conversational tone to present our philosophical quest. + While consumers are drawn to the low price they also donโ€™t want to compromise on quality. So we’re making our stance on quality clear. + People will be like, “yeah right, how is it possible to have the lowest price and best quality? This is BS.” Our statement was added to address this. Also, weโ€™re letting shoppers know itโ€™s really bloody hard to balance both price and quality. + Here weโ€™re dramatizing just how hard it is to get these details right. + We’re letting the reader know how seriously we take this task: the whole team is involved. + Acknowledging that there is a lot of competition but we study the heck out of it. Buyers want to know weโ€™re on top of our game. + We’re constantly improving. Never satisfied with the status quo. + We’re investing in the best technology. + Weโ€™re not scared to invest in something thatโ€™ll deliver a superior product. + Acknowledging the question on the shopperโ€™s mind. + Being transparent and letting them know weโ€™re losing profits in the short term. + Here weโ€™re explaining why we’re willing to lose money in the short term: so you spread the word for us. Thatโ€™s what weโ€™re getting in returnโ€” free advertising. +

    Before we talk about point #15 I’d like to draw your attention to the line above it. It reads:

    Many canvas sites use 100% polyester. We totally respect their point of view because polyester is cheaper.

    This is a very intentional statement. We call this softening. The buyer expects us to bash the competition. We surprise them by being empathetic. That empathy translates into an appreciation for us.

    Okay, now back to point #15.

    Here weโ€™re demonstrating expertise.

    + Here also weโ€™re demonstrating expertise. Shoppers donโ€™t know what these terms mean, but they feel good knowing theyโ€™re doing business with a firm that does. + Letting the buyer know that even details that arenโ€™t visible matter to us. Again, this is demonstrating mastery of our craft, something the shopper will appreciate. + Letting the shopper know that their choice today matters. Framing it as a philosophical choice. + Letting them know that weโ€™re just a company that loves doing the work. + We wanted to create a space for the shopper to interact with us. Anytime you have a chance to make the pitch interactive, do it. + Wrapping the pitch by showcasing charitable work. This perfectly fits with the environment created in our sales pitch. Itโ€™s the perfect close.


    This copy was constructed using a sales pitch construction kit that’s taken us 12 to develop and fine-tune.

    Any questions about the copy choices in our sales pitch? /

    ๐Ÿ™Œ

    Uh oh! Let's get in touch so I can explain this better.

     

      We'll talk soon!

      Outcome

      13.8% of site visitors interacted with our {Do This Before Uploading} button.

      The test was exposed to 17,921 visitors and recorded 1,447 orders when the statistical winner was declared.

      CanvasPrints.com Test Winner
      Test Numbers

      Confession

      We cheatedโ€”we didnโ€™t test just one sales pitch. We tested 5 different flavors. Each with a distinct point of view. The goal was to find the one with the greatest revenue lift.

      Now that we have a winner weโ€™re going to experiment with even more enhancements to the sales pitch.

      It’s an ongoing process. We once worked with a client where we tested on just one page for over 2 years. By the end of the project, we had doubled conversion rates.

      MORE EVIDENCE

      CanvasPrints.com is operating in a highly competitive space. To win, they needed to do something extra special. Here's what happened.

      Read Case Study
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      Address the issue of shoppers not knowing what makes Connecting Threads special and, as a result, increase conversion rates across all product pages.

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      SEE ALL CASE STUDIES

      ARE YOU OUR NEWEST CASE STUDY?

      We are laser focused on the type of client that our methodology and skills will give the highest return on investment and so if you meet our criteria for taking on new projects, we are confident you will see results like these.

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