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3 - Buttons-and-Click-Boosting-Calls-to-Action-COPY-HACKERS-2nd-Edition-for- pdf - Download as PDF File .pdf), Text File .txt) or read online. (That's why there are 4 Copy Hackers ebooks and more on the way! like: http :// Joanna is a conversion-focused copywriter and the founder of Copy Hackers, where startups learn to write copy. As well as maintaining her own newsletter, she.

The lizard brain: Do this in your head: Visualize a lizard. It reacts and resists.

Editors picks

I want you to think of your visitors as lizards. What would a lizard do? Why would I ask you to simplify your complex.

That makes them above buttons. When we think of visitors as uber-smart human beings like ourselves and we are all very smart. WWLD Just as anxiety keeps your visitor from clicking.

And unless the grey is in stark contrast to everything else on the page. Friction keeps our lizard brain from spotting a button and from trusting that button. Not always! And not in a negative way. Nothing at all. Smarter than the mistakes we make with buttons.

We need to ask ourselves. The lizard brain is far older than literacy. Countless studies show this. Smarter than buttons. We just talked about the importance of seeing your buttons not as buttons but as closed doors. But what would a lizard do with a small. For exactly the reasons I just listed: Which of these 3 buttons. How about in this example: When we tested this in What would a lizard click? What would a lizard look at? Would a lizard be able to a find my button.

Where would a lizard click? Not a visitor — a lizard. Contrast is what your visitors crave. In this case. Contrast is what a lizard brain craves.

Now this may look like a button color test. When we tested this variation. It will help them make decisions much faster with less thinking… Now. On the next page is a small snapshot of the very busy home page for TGstore. Now how does the lizard brain react when you go outside the brand color palette. There are. But 4 buttons is a lot for a lizard to make sense of.

And outside of a few spots of orange and red. So we: We knew that the most-visited pages were Cycling and Running.

So we added those 4 buttons to the page. This is about a knowing where your visitors WANT to go. By adding these buttons to the page. See them? Now you might say. All we had to do was help that unthinking. We need explicit. Help your visitor make a decision by putting their options clearly on the page.

Not only is the call to action here a mere text link. DO… …keep the number of options small. DO… …make your button big and front-and-center. DO… …go outside your brand color palette. Who are you serving by making your button the same color as the background? The only way to find out if its visual aggressiveness attracts more lizard brains than it turns off is to test it for yourself.

The key is to test while keeping the elements you see as they are. He has said that. Perry Belcher www. We now refer to this style of button as The Belcher Button: You may not like it. Red-dotted outline. The same is true for people browsing a website — except the gun is the mouse. And it can work to your benefit. They seem to be itching to pull out their Colt 45 and shoot.

Your visitors. And in some cases. Everything leading up to your button call to action will entice a good number of visitors to click. For the most part.

Their fingers wiggle. Their hands hover. You just have to give them something to react to. It is simple user behavior. And they do so at exactly the right moment: Your click trigger makes them click the button.

Position a handful of these straightforward click triggers near buttons on your home page. You want to squeeze out every last penny. Click triggers fall into two categories: How can you do that? You can start by strategically positioning key messages near buttons to prime people to click them.

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It overcomes objections. Which means converting every visitor you possibly can. For greatest impact. Your click trigger encourage the conversion. Your copy brings a visitor to the button.

We offer a full. Use these near buttons or major points of interaction on the pages immediately preceding the cart and on high-traffic pages. Get unabashedly aggressive. The Unabashedly Aggressive Click Trigger The click triggers that bring in the big money are always the unabashedly aggressive.

You are merely meeting expectations with a Simply Put Click Trigger. To get the most out of these click triggers. They do so not with standard copy — but with amazing. Trust our day no-questions-asked return policy. Get FREE phone or email support from a dedicated team. But if you take the time to talk about what your visitors want and need to hear to proceed. Check out what other startups are doing to make it impossible for their visitors not to click. Guess what?

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Words sell. Not if you go on and on about nothing. See next page. As soon as your click triggers look even a little suspiciously close to aggressive sales messages. If you are using an Unabashedly Aggressive Click Trigger. The goal is to get people to read your copy so that they will comprehend just how amazing you are. You can use others elsewhere in the vicinity. My fingers are itching to click.

This one speaks to the speed of account creation and setup. The guarantee. I specifically think about companies like Basecamp and MailChimp. You touched on this in your Business of Software talk a few years back, and you used the example of bottled water to describe it. Could you explain that a little bit more to our listeners?

The study was about bottles of water with different branding on them, and what emotion you felt when you were being offered this water. That completely came down to, what are you calling it? What are you saying about it? Let me kind of back up and express this study.

It was around these five personality types that were associated with this bottle of water. Those five personality types are similar to the five primary human personalities: sincere, competent, excited, sophisticated and rugged.

People had higher downloading intentions, and I think they were like three times more likely to recall the name of the brands, with personalities than the brand without personality. The one personality which performed best out of sincere, competent, excited, sophisticated and rugged, with this particular audience, was the competent brand.

The no personality brand basically just did nothing. Joanna: Rugged is just so weird.

What is on that bottle, a man in a cowboy hat? What does competence look like? Maybe when it comes to water, competence is the way you want to go.

They need something. Joanna: How much time do we have? We would be zero without email, nothing would happen. You have to identify the thing that grows your business, and so many times email is that thing. So number one is take it seriously. Make it a real part of your marketing. Not as somebody who is worried about the UX; assess them as your actual recipient, as the person who is going to get this email on their mobile phone or at their desk, and allow yourself to read through them.

With that comes getting rid of all the crap you think is important when it comes to writing copy. People will not read anything, anywhere that is boring, ever.


First take it seriously, then make the them engaging. Often means that you have to shift up your approach. A one-to-one email often goes over far better than a business-to-many, or a business-to-one email. Test that versus just Wistia sending that email. Or test a Success Manager against the company. Writing it in the narrative style is another thing, where you open with a hook.

We tested eight onboarding emails. They have three sequences that are triggered based on different activities that you do, and we worked on the third trigger sequence. Those are my favorite places to optimize. Then you can learn something real. We tested these eight emails against their control. All we did was a basic rewrite. We kept the message largely the same, but we just changed the way that message was being expressed. Seven of the eight emails we tested were two to five times as long as the control.

It works when you actually say things that make people feel something and draw them in. To persuade them, you should give your motivated visitors the cues they need to make a decision quickly and with confidence.

Make a decision about the 1 plan you most want people to sign up for. This persuasion strategy is about leading with one plan.

That one plan could be the one that you know is going to be the easiest sell, or it could be the cheapest plan because you just want to get your brand out there, or it could be the most expensive plan because you need to bring in some big money ASAP. Whatever you decide, just decide. The moment you decide anything as a retailer — from the best product for your low-hanging fruit to exactly what your value is — you make things easier on your customers. You must lead with a product.

Choose one. Too Many Options Create download Paralysis Among other researchers, Iyengar and Lepper found that consumers presented with too many choices are less likely to convert at all. The mere presence of a multitude of options can be too overwhelming to make any decisions. So we tend to think we want more choices in order to keep our brains foraging. But the truth is that too many options causes download paralysis. Read the academic research in the last chapter in this ebook 2.

If putting someone on the phones is unnecessary for your business and too expensive, just skip this chapter.

If you have a phone number for customers to call, place it prominently. An easy-to-find phone number can boost conversion because people feel comforted that, if they need you, they can call. The presence of a phone number is a cue to trust you. When your visitors can trust you, they can stop being suspicious and start letting your message flow in.

The wall comes down when your visitors trust you. Trust helps your visitors feel good. And feeling good — as any conversion consultant will tell you — is a very powerful thing. People are at their most flexible — and most open to converting — when they feel good. This is very similar to a persuasion strategy that most startups are already using: People who need 1-to-1 interactions to download have a harder time downloading on a website that lacks live chat or phone.

Common Concern: The only thing it does is help those visitors who already want to call and talk to someone actually do what they want to do: Hence, the prominent placement of your phone number is not a call-driver. Let your site be the lead generator… and let real live people close the sale. Here are a few examples of sites that get this persuasion strategy right: Certainly their focus on talking to. Both in the top pixels of the page. Is it any wonder sites likes Bloomex have insanely high conversion rates?

What if you have a number but make it hard to find? If You Only Offer Support by Phone Support leaders Zendesk August claim that phone is still the most preferred and efficient method of support for customers. If you offer a support number, consider showing that, too — with the clear message around it that that number is for support calls only. Letting people know someone will be there to guide them at any point is a credibilitybooster and an anxiety-reducer.

Read Book 4 for more about reducing and neutralizing anxieties. Until you mention a money-back guarantee, your visitor may not be thinking of a moneyback guarantee. Until you mention beautiful graphic design in your product, they may not be thinking of the importance of beautiful design.

Until you mention a discount, they may not be thinking of a discount. But the moment you mention any of those things, suddenly — just like that — your user is thinking of them. Not necessarily consciously. If you mention price too soon in an experience, you run the risk of making it a price game. If you mention price too soon in an experience, you run the risk of making your whole sales process little more than a price game.

Wal-Mart mentions price all the time — on their commercials, on their website, in their flyers, and in huge signs all over the store. Harley Davidson, on the other hand, rarely mentions price.

Nor does Mercedes. Your startup has options beyond being either Wal-Mart or Mercedes, of course. The point is not to go to one extreme or the other. The point is to be aware that there is a right time in an experience to mention price if you want to boost your conversion.

More people stopped to spend time, more people paid to spend time, and more people paid for money to spend time. People want to spend time, not money.

You need to give your copy the time and space it requires to sell people on the value of your service. If you jump right into displaying the price, you make it harder for your copy to convince people that they both want and need your solution. If your product has low value, like a novelty item, people have an expectation of your product being inexpensive. Match visitor expectations by showing how inexpensive you are early on in the experience — like on the home page or PPC landing page — and getting that question out of the way.

If there are a lot of people offering the same thing you do, price quickly becomes an issue for your customers because they know they are in a position to shop around. So, unless you are positioning yourself as the Rolls Royce of your market, you would be wise to show your price at the entry point to your site. At the same time, recognize that price always indicates value. Consider self-published ebooks vs traditionally published ebooks. Simply because they paid so little for it.

If you have decided to give away your solution for free… good luck.

Consumers start to expect it. Not because they, too, believe information should be free. But because repeating X has the effect of making X seem normal.

The resulting problem is that the moment some startup decides to charge customers to benefit from the value they derive out of using the product which smart people had to spend time building , customers rebel.

Not cool. Business is business. Of course, your visitors will be primed to download at different points, which you generally cannot control. In the absence of testing, there is only guessing based on previously proven practices. There are key pages on which people will expect to see the price of your solution: You should never hesitate to clearly display prices on those key pages. They are manufacturing clickthrus in order to make their click-thru rate appear higher and, thus, their email look more successful.

However, once the customer gets to the landing page, they often bounce simply because they only clicked thru to look for the price. If you offer a discount, be sure to group your original price and new price with the discount.

Whether in an email. Or on a landing page. Repeat Visitors May Be Primed to See Your Price When visitors return to your site, they generally are more primed to convert than they were the first time they visited. By returning, they show intention to continue a task they initiated on their last visit or start a new task on your site; they may be the sort of shopper that requires a lot of research and thought before making a download or signing up for a service.

Whatever the case, repeat visitors are some of the lowest-hanging fruit a copy hacker can ask for. It is your job to give your returning visitors the messages they need to see earlier on than a first-time visitor might. And price may be exactly the message your repeat visitor is looking for. Getting people to share your story or offer with others can be insanely persuasive.

We want to follow the herd. We do not necessarily want to lead the herd.

Not the first to do something, like sharing news about you socially 2. Blogs often make this mistake. When it comes to messages about the size of your user base, you need to either eliminate that message entirely or spin it so that new visitors feel they are rolling with a hip young crowd rather than being asked to lead it.

Practical Examples for Your Use: If you are building a following on your new blog, do not enable comments until you see your traffic begin to grow. When you decide to open comments, you may want to make a point of saying so in the first blog post you write with comments enabled.Red-dotted outline. But keep in mind that so many SaaS sites use logos of major publishers on their sites.

But the moment you mention any of those things, suddenly — just like that — your user is thinking of them. I stumbled on it while visiting the Oracle site Oracle. For example. The Psychology of Persuasion will back me up on that one.

When it comes to quitting or not quitting, multiple variables will act as input into the final decision. If you want to squeeze every possible sale out of your catalogue page, you need to be intentional with the way that you organize your products. Both variations trended above the Control.