Considering conversion from the off

Are you running tests but not quite seeing the results you expected? Conversion rate is often seen as a purely scientific exercise: adjusting placement, small iterative tests and so on. While we advocate for adaptive testing, there's a whole other element of conversion that's much more human.

Writing for conversion rate is about being both inviting and informative. Leaning into human psychology, creating layers of relatability and connecting with your audience. Think of your website as a window display. The products are your offerings, but the display is your copy. Effective messaging invites engagement, builds curiosity and ultimately influences conversions.

More than simply words that sell, it's a blend of art and science, combining the power of storytelling with proven psychological techniques and data-driven insights to drive action.

The science of conversion copywriting

Unlike traditional copywriting, which focuses primarily on creating engaging content, conversion copywriting is specifically designed to persuade prospects to take a desired action, whether it's making a purchase, signing up for a newsletter, or scheduling a consultation. 

This requires a deeper understanding of your target audience - researching their motivations, pain points and anxieties, uncovering what makes them tick in order to craft messaging that resonates on a personal and relatable level.

Conversion copy depends on the stage of the buyer's journey. An educational guide, for example, might focus on providing valuable information and building trust.

A service page, on the other hand, should be more direct and persuasive, highlighting the benefits of your offering and encouraging prospects to take the next step.

Finding the balance

How can you be concise and engaging, whilst clearly showcasing value?

For example:
"We offer a variety of marketing services to help businesses grow. From social media management to email campaigns, we can do it all.”

vs

"Expand into new markets with tailored marketing strategies designed to drive growth. Whether you're looking to amplify your social media presence or build customer loyalty through targeted email campaigns, our value-driven solutions are trusted by 500+ businesses.”

The first example is generic and passive, leaving the reader without a clear sense of value or urgency. Conversion copy is all about clearly outlining value, allowing users to immediately understand how they will benefit, and why they should trust you. Utilising tools to test your messaging is a great way to gain perspective over what is resonating with your audience.

Where does conversion copy matter most?

Landing pages: These are the gateways to your website. Your copy should be compelling enough to convince visitors to take the next step.

Product pages: Your product descriptions should highlight the benefits and features in a way that excites potential customers.

Emails: Every email you send is an opportunity to build relationships and drive conversions.

Ads: Whether it's a social media ad or a Google ad, your copy should be attention-grabbing and relevant.

Can AI help to increase conversion rate?

The amount of conversion boosting AI tools available makes it easier than ever to drive engagement. Whether it’s ChatGPT scanning the web for behavioural insights, or HubSpot's intuitive Content Hub, today’s AI is invaluable. 

From generating personalised content to optimising landing pages and creating engaging chatbots, HubSpot's platform allows you to deliver effective marketing that drives conversions and builds stronger relationships with your audience.

Content Remix is another powerful AI tool within HubSpot that can help you create new content from existing high performing and engaging content. By analysing your existing blogs, videos, podcasts or other content, Content Remix can suggest new topics, ideas and even generate entirely new pieces of content. 

Watch this short video to see how easy it is to set up generate new ideas with the Content Remix tool:

The psychology behind persuasion

Understanding the way our minds work can transform how you approach copywriting, helping you connect with your audience on a deeper level.

By applying the science of persuasion, we ensure that every piece of content has a clear purpose and nudges users towards meaningful actions. Conversion copy uses persuasion science to ensure that every piece of copy has a research-backed purpose and helps to propel users toward a specific action.

Here are a few examples related to the B2B space:

• Reciprocity: When you provide value upfront—like an insightful download on your landing page, audiences feel a subtle obligation to reciprocate by engaging with your brand.
• Authority: People trust experts. Adding client logos or highlighting the number of clients you’ve served can build instant credibility, showing potential customers they’re in safe hands.
• Social proof: People like to follow the crowd. Showcasing real client testimonials that back up your claims encourages others to take action, whether it’s signing up, booking a meeting or requesting a demo.

While these principles are foundational, they work best when combined with deep audience insights - data is the key driver for conversions.