October 27, 2023 • 18 mins
With all the talk about channel optimization, most marketers miss the right way to increase sales. It doesn't matter your reach if you don't have lead attribution.
Then again, how do you know who makes the best leads? Knowing how to optimize your sales funnel and do valid customer research matters too.
Today's episode covers the right way to do conversion rate optimization. It starts in the least looked place, moving towards greater profits.
To learn more about the business of copywriting and what it takes to master conversion, join us at https://www.adbriefing.co.uk/newsletter/
#ConversionRate #ConversionOptimization #GoogleAnalytics #WebsiteAnalytics #MarketTesting #MarketResearch
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Then again, how do you know who makes the best leads? Knowing how to optimize your sales funnel and do valid customer research matters too.
Today's episode covers the right way to do conversion rate optimization. It starts in the least looked place, moving towards greater profits.
To learn more about the business of copywriting and what it takes to master conversion, join us at https://www.adbriefing.co.uk/newsletter/
#ConversionRate #ConversionOptimization #GoogleAnalytics #WebsiteAnalytics #MarketTesting #MarketResearch
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
I understand it's completely absurd to betalking about optimization without pictures, but listen
very carefully. I have a philosophyfor optimization that very often helps increase your
conversion rates, improve the quality ofsales that you're making, as well as
improving your overall lead generation. I'mjust to hit with ad briefings copywriting tips
where we help freelance copywriters get betterresults. Now, one of the biggest
(00:24):
challenges you're going to face is youcan write the very best copy if it's
but if it's put in front ofthe wrong people, then you will not
get conversions and you're being judged onthe conversions your clients are producing. So
putting words on page is at leastyour problems. You need to know who
the customer is, what sources andmediums translate into sales, and ultimately drive
(00:46):
home both the lead funnel and thesales funnel for maximum conversion. So if
you want bigger assignments, if youwant more results as a copywriter, you
have to understand how we optimize forcon version so that we can know that
we're targeting the right prospects. Soyou have the user, source and mediums
(01:07):
that's used out on social media,it's used out in your ad campaigns,
it's used on third party websites thatreference your own website, and of course
in any advertising campaigns. If you'renot familiar with this, this is part
of Google Analytics, and it isa tracking code that goes on the url
of your website. That link goesto a landing page on your site.
(01:30):
Now it could be a one steplanding page that goes to whether somebody can
purchase something, or it can goto a landing page that offers a free
gift and they can put in theiropt in. What I just described there
is the lead funnel. The outsidetraffic coming in going to a landing page
represents your lead funnel. Now,after somebody opts in on the confirmation page,
(01:53):
or after they've done the double optin so that you know that you've
got permission to email them, you'regoing to send them a welcome that includes
a link to a sales letter.Now, this is some kind of what
you first time offer. This issome kind of one click upsell. This
is something that you're definitely offering amonetary transaction because at this point you only
(02:14):
have their email address. Now,let me take a little side break here
and explain I'm telling you this detail, sharing with you this detail. You
don't need to see a picture.I'm sharing with this detail because these are
all opportunities to write additional copy.If you've written a landing page, are
you also writing the welcome letter thatupsells as well as the email series that's
going to be sent after the personopts in. So let's get back to
(02:38):
the sales funnel. The welcome messagecomes. Person clicks through from the welcome
message, which could be on athird party platform, So you also want
to use the UTM code to trackthe source of that link. But it
could be also in a CRM systemthat will help you track that in another
means. But this is the beginningof your sales funnel. Now, the
person's left the email and they've goneto the landing page and they have an
(03:00):
opportunity to purchase something. Once theymake the purchase, they go to a
thank you page. You could havean upsell funnel, could have other things,
but this is the sales funnel andit's a separate thing of the landing
page. Now, when we're optimizing, what's more important is it generating more
leads or generating more sales. Now'sa chicken of the egg scenario here,
(03:21):
because if you want to generate moresales, you need to have more leads.
Of course, at least more trafficacross the sales page. So how
do we get traffic across the salespage? Well, we can send more
emails because we have the opt in, we could send better offers in those
emails, we could generate more leads. Now, in order to generate more
leads, what kind of leads dowe want? And again I want you
(03:45):
to understand this thinking process because whenyou're sitting down with the client and they
say I want more sales, andyou start doing your marketing audit, you
may notice they have somebody opted inand they got one email, they got
to welcome to the email list,and that was it. Because doesn't have
a prospect newsletter, The customer doesn'thave any in house publications, The customer
doesn't have a way to follow up, the customer doesn't have their phone number
(04:06):
or any way to same audience matchout in the lead funnel. And so
again these are opportunities. But ifwe're going to optimize, we don't start
with the lead funnel. We startwith conversion Now, if your customer doesn't
have any conversion, then you're goingto need to figure out who their their
(04:27):
buyers are. Now, first off, if you're writing copy for somebody who
has no conversion, then you're writingblind. If you're writing copy for somebody
who has no customers in general,then how are you going to get paid?
But let's assume by whatever sales andchannel they have. And again we're
talking about channels. Are they gettingcustomers online? Are they getting customers off
(04:48):
of Facebook? Are they getting customersoff of their storefront? Are they getting
customers off of a mailing campaign?Where are the customers coming from? Then
we ask who are the custommers?Because when we know who the customers are,
now we know who we need togenerate leads with. See, this
(05:08):
is very important because every one ofyour front end channels, the Facebook,
the LinkedIn, the TikTok, whateverthese platforms are, which could also include
events, physical live events, whetheryou're going to a trade show or a
conference, all of those sources ofpotential leads. We want to extract from
there the people most likely to buy. Because even if you're following up with
(05:31):
the email, lead generation costs moneyto maintain those leads. So we want
to get high quality leads. Howdo we know what a high quality lead
is? We look at our conversionstats. So we're going to research in
the sales funnel who is the verybest customer, and then we're going to
adjust our lead generation to attract moreof the very best. Now, very
(05:58):
often, what we can do I'vedone this with clients is we'll drill down
into who their best customer is,and then we'll just go get mailing lists
of the very best customers. Andnow we have copied for an email follow
up or a postcard campaign, ora letter in the mail, or a
prospect newsletter that's online or in anotherprospect newsletter that's offline. And so now
every lead that comes through the leadfunnel is getting ten, fifteen to twenty
(06:24):
thirty follow ups sometimes as MANI isseventy follow ups in the course of a
year. Now again I write forhigh ticket offers, So you can contact
somebody seventy times. If it costsyou a dollar every time you contact somebody,
that's just seventy dollars a lead ayear per leads. Of course,
you want to have qualified leads,but seventy dollars a year per lead.
(06:44):
That's not that much when it comesto a transaction that has a customer lifetime
value of ten or fifteen thousand dollars. Now, do we have to spend
a dollar per contact? Not necessarily, because we're again optimizing for conversion rate,
and there's a conversion rate in thelead funnel that converts a visitor into
(07:05):
a lead. But there's also conversionrate in the sales funnel that converts a
prospect into a buyer. And ifwe are optimizing for the sales side and
we're in understanding who these buyers are, we can take that information and apply
it to our lead funnel. Now, as we apply it to our lead
funnel, we start looking for newplaces to reach customers. Now, technology
(07:27):
today makes this really simple. Wecan get a list of customers and we
can ask a search engine, orwe can ask an ad network, or
we can ask a social media platformto show this ad to people who look
like the folks on this list.But you may not know that. You
can go to a list broker andsay I want to find an audience match
here, and we can start nowmaking a criteria of twenty or thirty.
(07:50):
So when I'm developing the materials,the editorial materials for a company to use
with their in house writers. We'llstart developing a criteria list. It could
be twenty questions that need to beanswered before we know that person's qualified.
And so whether we're following up byphone with salespeople, whether we're sending letters
in the mail, whether we're bringingpeople in for discovery calls, whether we're
(08:13):
following them around the internet showing themadditional content on our blog. We want
to know that we're tracting the rightkind of customer, and so optimizing from
the transaction back to the interest givesus a better focus. Now it's a
big mistake. A lot of timesfolks want to just generate more leads.
(08:35):
A lot of times folks just wantthey think that they got more traffic to
their website, they're going to bebetter off and see you again, we're
moving further and further from the goal. If you want more traffic, that's
very far away from a sale.If you want more exposure, that's even
further away from a sale. Ifwe start with the bottom line, we
want to create a return on investment, so that every dollar we produce generate
(09:00):
it's enough money to replace the dollarwe spent for the campaign, yet generates
a profitable customer. See when DanKennedy says the winner is the one who
can pay the most for the customer. And we're in the business of buying
customers, then this optimization should makemore sense because we're starting with the customer.
And this can be even go intoyour accounting system. You don't need
(09:20):
any special software. We go intothe accounting system, we dump a list
of the customers and their total dollartransactions over time period, and then we
figure out the cost basis so wecan that's often in your accounting system if
it's set up correctly, and thenwe start doing some basic math to determine
which of these customers are profitable.And then I take that list and put
(09:41):
it into a statistical software to identifythe clusters of potential customers in that group
of customers. So, if youvegot one hundred customers, we might find
five customers who all happen to beelectrical contractors, and then the rest of
your customers are scattered all over theplace. But those five electrical contractors,
they've done repeat business with you.They've done a large number of transactions with
(10:03):
you, and now we know tofocus on those people. Do you have
to specialize in those people? Notnecessarily, but you can have campaigns that
go under the radar specifically to thattarget customer that we are now testing against
our general market campaigns. And thenif we find we have better conversion,
if we find we have continued togreater profits, we're building a business.
(10:24):
Now if you've got thousands of customersor thousands of transactions a month, we
can do this even more accurately becausewe want high statistical probability in order to
know that we're investing our marketing dollarsrather than just throwing them around and hoping
something happens. Another factor that's veryimportant, it's a little bit out of
(10:45):
the scope of a freelance copywriter ora market or even some marketing agencies,
is the technical aspects that the analyticstools are actually working. See one of
the biggest challenges I have when I'mworking with a client and we're doing the
market analysis and then the maintenance oftheir analytical tools, and of course that
includes integration between different platforms, isthat no matter how hard we try,
(11:07):
Google still attributes a lot of trafficto direct none Now if you're not familiar
with that, that just means thetraffic. They don't know where the traffic
came from. So if I've gotthree hundred conversions and I don't know where
the original traffic came from, Ineed to I don't have enough information to
trace that all the way down tothe sales transaction, and therefore it's more
(11:28):
difficult to target. So what weoften do is use surveys, so you
generate a lead, and they weregoing to use a survey on the back
end to kind of ask individuals moreabout them because the tracking is not perfect.
If we go to our e commercetab and we were looking at the
conversions and stuff like that, andthen we ask it to give us a
you know, kind of the sourceattribution, it may give us the last
(11:50):
time the person was at the websitewith the browser that they hadn't used in
three months, but they made thesale on the on another browser that they
just reinstalled on their computer because theygot a new laptop. See, if
we use the surveys in the salesfunnel, we're able to better understand who
people are. And then even moreimportantly, remember I said the optimization starts
(12:13):
with the transaction, and our transactioninternally is to identify who the profitable customers
are because again we want repeat businessfrom profitable customers. Then we were to
even survey our customers to better getto know them and understand them. And
that's where customer appreciation events come in. That's where webinars that are just for
customers where you do Q and Asessions come in. And a lot of
(12:35):
folks will say to me, well, what does that have to do with
copywriting? And I'll tell you rightup front again, it's market research,
not into the potential marketplace, butthe actual marketplace that you're able to connect
with and touch. You will veryoften find that there was some nuance of
what was said that really resonated withthe people who bought your products and services.
(12:56):
And now you can go out andreach a large market. Now that's
also possible that you're going to finda bunch of micro niches that don't have
very large customer populations. But againwe can load that into AI and so
my agency does a lot of researchfor folks. We write commissioned reports and
we deep dive research and we runthrough the stats and that helps copywriters,
(13:18):
but it might not be something youdo, but you need to be aware
that it exists, because we cantake a list of your top landing pages
with conversion, feed it to anAI platform and get twelve new topic ideas.
And so, as a copywriter,if you're working with a client and
they want to do more business withyou, but they don't know what they
should have you write, if youunderstand that this analytics exists, you can
(13:43):
come in and for example, underthe e commerce purchases tab, you can
get a list of their products thatare most likely to show up in the
cart. So I'm looking at statsright now, and I know if we
want to do this in a workshop, just write me or comment below and
we'll do this in a workshop.But I can see right here from my
own site that there are two hundredand four ad to cards for freelance markets
(14:09):
for copywriters. So that's a reportthat we have, but I don't see
that as my number. That's mynumber one added to cart, but not
my number one checkout. And soknowing that there's something wrong with the copy
where somebody's interested enough to put itin their cart, but not interested enough
to buy, and so I needto go back and revisit that copy,
(14:31):
or I capture an email address todo a landing page somewhere, and I
do a maybe I give the bookaway for a couple months, and I
generate a list of one hundred twohundred individuals, and then I survey those
individuals to find out what is thenext step, what gets them across the
threshold as far as purchasing that particularproduct. So that again, your research
(14:54):
on objections, your research on theaudience interests, your research on the language
they use, all of that haszero value if you're researching a demographic or
a customer segment that cannot or willnot buy the product and service. So
my final on this is you've gotto start from the transaction that cleared the
(15:16):
bank the profitability of those customers.If you don't have enough information there,
then you look at your sales conversion. If you don't have enough information there,
then you look at your lead generation. But as soon as you start
making sales, it's time to startdialing in Now. If you have a
large number of transactions, you canuse a month's worth of data and you're
going to know what works and whatdoes it very quickly. If you don't
(15:37):
have a lot of transactions. Youmight need to use a year's worth of
data. Otherwise, the very bestcopy has little or no value if it's
going in front of the wrong people. How do we determine who the right
people are? And it's conversion optimizationstarting with the sales transaction. And even
(15:58):
better, we might use like arecency frequency monetary model where we're looking at
multiple transactions because we don't want justone, one and done when it comes
to customer, we want a customerlifetime value that continues to grow. That
means multiple transactions with the same customer. And so again, there's a lot
of different models and a lot ofdifferent approaches. But if you don't understand
the overall philosophy, showing you stuffon the screen is just going to distract
(16:22):
you. So again, when you'reworking with copy for customers, So when
you're working with a client, youneed to know who is your very best
customer, who are the customers youwant to target, Who's the people who
are very best for what it isthat you have to offer. If the
client says everybody, then they don'tknow what they're doing and you need to
start helping them understand that. Somebuyers will buy better and you want to
(16:47):
work with maybe Affinity. But whenyou're testing the concepts and you're looking at
the analytics, there is a systematicapproach that starts with which transactions cleared the
bank and then moves towards which potentialaudiences or platforms can we advertise on.
(17:07):
When people tell you about optimizing Facebookadvertising, optimizing YouTube, optimizing all these
channels, that is a distraction ifyou don't know who your very best customers
are. I'm justin hit with adBriefings copywriting tips. If you'd like me
to go over this and a handson workshop, then visit us at www
dot adbriefings dot co dot uk toask your questions. In the workshop,
(17:30):
I will go through some screens andI'll show you some practical elements. I
can't show you my client's stuff,but I can show you my stuff,
and I can show you that.Even so, it's as anemic as it
is because I don't focus a loton our demonstration sites, but the demonstration
sites have enough data to start makinginformed decisions. When you're able to make
(17:53):
those informed decisions, you can startbuilding out better customer segments for your clients.
You can start writing copy that actuallygoes in front of buyers and then
you can ultimately help them optimize theirlead generation from front end plus. As
I've shared with you the nuances andsteps. It could mean more email copywriting.
It could mean more landing page assignments. It could mean more sales letters.
(18:15):
It could mean five figure and sixfigure projects rather than hand to mouth
chasing down the ninety nine dollars pressrelease. I want to thank you for
being a part of what we dohere. Again, I'm just and hit
with ad briefings copywriting tips. Visitus at www dot adbriefings dot co dot
uk to ask your questions. Andthis has been about the correct way to
(18:37):
optimize your conversion rates.
I understand it's completely absurd to betalking about optimization without pictures, but listen
very carefully. I have a philosophyfor optimization that very often helps increase your
conversion rates, improve the quality ofsales that you're making, as well as
improving your overall lead generation. I'mjust to hit with ad briefings copywriting tips
where we help freelance copywriters get betterresults. Now, one of the biggest
(00:24):
challenges you're going to face is youcan write the very best copy if it's
but if it's put in front ofthe wrong people, then you will not
get conversions and you're being judged onthe conversions your clients are producing. So
putting words on page is at leastyour problems. You need to know who
the customer is, what sources andmediums translate into sales, and ultimately drive
(00:46):
home both the lead funnel and thesales funnel for maximum conversion. So if
you want bigger assignments, if youwant more results as a copywriter, you
have to understand how we optimize forcon version so that we can know that
we're targeting the right prospects. Soyou have the user, source and mediums
(01:07):
that's used out on social media,it's used out in your ad campaigns,
it's used on third party websites thatreference your own website, and of course
in any advertising campaigns. If you'renot familiar with this, this is part
of Google Analytics, and it isa tracking code that goes on the url
of your website. That link goesto a landing page on your site.
(01:30):
Now it could be a one steplanding page that goes to whether somebody can
purchase something, or it can goto a landing page that offers a free
gift and they can put in theiropt in. What I just described there
is the lead funnel. The outsidetraffic coming in going to a landing page
represents your lead funnel. Now,after somebody opts in on the confirmation page,
(01:53):
or after they've done the double optin so that you know that you've
got permission to email them, you'regoing to send them a welcome that includes
a link to a sales letter.Now, this is some kind of what
you first time offer. This issome kind of one click upsell. This
is something that you're definitely offering amonetary transaction because at this point you only
(02:14):
have their email address. Now,let me take a little side break here
and explain I'm telling you this detail, sharing with you this detail. You
don't need to see a picture.I'm sharing with this detail because these are
all opportunities to write additional copy.If you've written a landing page, are
you also writing the welcome letter thatupsells as well as the email series that's
going to be sent after the personopts in. So let's get back to
(02:38):
the sales funnel. The welcome messagecomes. Person clicks through from the welcome
message, which could be on athird party platform, So you also want
to use the UTM code to trackthe source of that link. But it
could be also in a CRM systemthat will help you track that in another
means. But this is the beginningof your sales funnel. Now, the
person's left the email and they've goneto the landing page and they have an
(03:00):
opportunity to purchase something. Once theymake the purchase, they go to a
thank you page. You could havean upsell funnel, could have other things,
but this is the sales funnel andit's a separate thing of the landing
page. Now, when we're optimizing, what's more important is it generating more
leads or generating more sales. Now'sa chicken of the egg scenario here,
(03:21):
because if you want to generate moresales, you need to have more leads.
Of course, at least more trafficacross the sales page. So how
do we get traffic across the salespage? Well, we can send more
emails because we have the opt in, we could send better offers in those
emails, we could generate more leads. Now, in order to generate more
leads, what kind of leads dowe want? And again I want you
(03:45):
to understand this thinking process because whenyou're sitting down with the client and they
say I want more sales, andyou start doing your marketing audit, you
may notice they have somebody opted inand they got one email, they got
to welcome to the email list,and that was it. Because doesn't have
a prospect newsletter, The customer doesn'thave any in house publications, The customer
doesn't have a way to follow up, the customer doesn't have their phone number
(04:06):
or any way to same audience matchout in the lead funnel. And so
again these are opportunities. But ifwe're going to optimize, we don't start
with the lead funnel. We startwith conversion Now, if your customer doesn't
have any conversion, then you're goingto need to figure out who their their
(04:27):
buyers are. Now, first off, if you're writing copy for somebody who
has no conversion, then you're writingblind. If you're writing copy for somebody
who has no customers in general,then how are you going to get paid?
But let's assume by whatever sales andchannel they have. And again we're
talking about channels. Are they gettingcustomers online? Are they getting customers off
(04:48):
of Facebook? Are they getting customersoff of their storefront? Are they getting
customers off of a mailing campaign?Where are the customers coming from? Then
we ask who are the custommers?Because when we know who the customers are,
now we know who we need togenerate leads with. See, this
(05:08):
is very important because every one ofyour front end channels, the Facebook,
the LinkedIn, the TikTok, whateverthese platforms are, which could also include
events, physical live events, whetheryou're going to a trade show or a
conference, all of those sources ofpotential leads. We want to extract from
there the people most likely to buy. Because even if you're following up with
(05:31):
the email, lead generation costs moneyto maintain those leads. So we want
to get high quality leads. Howdo we know what a high quality lead
is? We look at our conversionstats. So we're going to research in
the sales funnel who is the verybest customer, and then we're going to
adjust our lead generation to attract moreof the very best. Now, very
(05:58):
often, what we can do I'vedone this with clients is we'll drill down
into who their best customer is,and then we'll just go get mailing lists
of the very best customers. Andnow we have copied for an email follow
up or a postcard campaign, ora letter in the mail, or a
prospect newsletter that's online or in anotherprospect newsletter that's offline. And so now
every lead that comes through the leadfunnel is getting ten, fifteen to twenty
(06:24):
thirty follow ups sometimes as MANI isseventy follow ups in the course of a
year. Now again I write forhigh ticket offers, So you can contact
somebody seventy times. If it costsyou a dollar every time you contact somebody,
that's just seventy dollars a lead ayear per leads. Of course,
you want to have qualified leads,but seventy dollars a year per lead.
(06:44):
That's not that much when it comesto a transaction that has a customer lifetime
value of ten or fifteen thousand dollars. Now, do we have to spend
a dollar per contact? Not necessarily, because we're again optimizing for conversion rate,
and there's a conversion rate in thelead funnel that converts a visitor into
(07:05):
a lead. But there's also conversionrate in the sales funnel that converts a
prospect into a buyer. And ifwe are optimizing for the sales side and
we're in understanding who these buyers are, we can take that information and apply
it to our lead funnel. Now, as we apply it to our lead
funnel, we start looking for newplaces to reach customers. Now, technology
(07:27):
today makes this really simple. Wecan get a list of customers and we
can ask a search engine, orwe can ask an ad network, or
we can ask a social media platformto show this ad to people who look
like the folks on this list.But you may not know that. You
can go to a list broker andsay I want to find an audience match
here, and we can start nowmaking a criteria of twenty or thirty.
(07:50):
So when I'm developing the materials,the editorial materials for a company to use
with their in house writers. We'llstart developing a criteria list. It could
be twenty questions that need to beanswered before we know that person's qualified.
And so whether we're following up byphone with salespeople, whether we're sending letters
in the mail, whether we're bringingpeople in for discovery calls, whether we're
(08:13):
following them around the internet showing themadditional content on our blog. We want
to know that we're tracting the rightkind of customer, and so optimizing from
the transaction back to the interest givesus a better focus. Now it's a
big mistake. A lot of timesfolks want to just generate more leads.
(08:35):
A lot of times folks just wantthey think that they got more traffic to
their website, they're going to bebetter off and see you again, we're
moving further and further from the goal. If you want more traffic, that's
very far away from a sale.If you want more exposure, that's even
further away from a sale. Ifwe start with the bottom line, we
want to create a return on investment, so that every dollar we produce generate
(09:00):
it's enough money to replace the dollarwe spent for the campaign, yet generates
a profitable customer. See when DanKennedy says the winner is the one who
can pay the most for the customer. And we're in the business of buying
customers, then this optimization should makemore sense because we're starting with the customer.
And this can be even go intoyour accounting system. You don't need
(09:20):
any special software. We go intothe accounting system, we dump a list
of the customers and their total dollartransactions over time period, and then we
figure out the cost basis so wecan that's often in your accounting system if
it's set up correctly, and thenwe start doing some basic math to determine
which of these customers are profitable.And then I take that list and put
(09:41):
it into a statistical software to identifythe clusters of potential customers in that group
of customers. So, if youvegot one hundred customers, we might find
five customers who all happen to beelectrical contractors, and then the rest of
your customers are scattered all over theplace. But those five electrical contractors,
they've done repeat business with you.They've done a large number of transactions with
(10:03):
you, and now we know tofocus on those people. Do you have
to specialize in those people? Notnecessarily, but you can have campaigns that
go under the radar specifically to thattarget customer that we are now testing against
our general market campaigns. And thenif we find we have better conversion,
if we find we have continued togreater profits, we're building a business.
(10:24):
Now if you've got thousands of customersor thousands of transactions a month, we
can do this even more accurately becausewe want high statistical probability in order to
know that we're investing our marketing dollarsrather than just throwing them around and hoping
something happens. Another factor that's veryimportant, it's a little bit out of
(10:45):
the scope of a freelance copywriter ora market or even some marketing agencies,
is the technical aspects that the analyticstools are actually working. See one of
the biggest challenges I have when I'mworking with a client and we're doing the
market analysis and then the maintenance oftheir analytical tools, and of course that
includes integration between different platforms, isthat no matter how hard we try,
(11:07):
Google still attributes a lot of trafficto direct none Now if you're not familiar
with that, that just means thetraffic. They don't know where the traffic
came from. So if I've gotthree hundred conversions and I don't know where
the original traffic came from, Ineed to I don't have enough information to
trace that all the way down tothe sales transaction, and therefore it's more
(11:28):
difficult to target. So what weoften do is use surveys, so you
generate a lead, and they weregoing to use a survey on the back
end to kind of ask individuals moreabout them because the tracking is not perfect.
If we go to our e commercetab and we were looking at the
conversions and stuff like that, andthen we ask it to give us a
you know, kind of the sourceattribution, it may give us the last
(11:50):
time the person was at the websitewith the browser that they hadn't used in
three months, but they made thesale on the on another browser that they
just reinstalled on their computer because theygot a new laptop. See, if
we use the surveys in the salesfunnel, we're able to better understand who
people are. And then even moreimportantly, remember I said the optimization starts
(12:13):
with the transaction, and our transactioninternally is to identify who the profitable customers
are because again we want repeat businessfrom profitable customers. Then we were to
even survey our customers to better getto know them and understand them. And
that's where customer appreciation events come in. That's where webinars that are just for
customers where you do Q and Asessions come in. And a lot of
(12:35):
folks will say to me, well, what does that have to do with
copywriting? And I'll tell you rightup front again, it's market research,
not into the potential marketplace, butthe actual marketplace that you're able to connect
with and touch. You will veryoften find that there was some nuance of
what was said that really resonated withthe people who bought your products and services.
(12:56):
And now you can go out andreach a large market. Now that's
also possible that you're going to finda bunch of micro niches that don't have
very large customer populations. But againwe can load that into AI and so
my agency does a lot of researchfor folks. We write commissioned reports and
we deep dive research and we runthrough the stats and that helps copywriters,
(13:18):
but it might not be something youdo, but you need to be aware
that it exists, because we cantake a list of your top landing pages
with conversion, feed it to anAI platform and get twelve new topic ideas.
And so, as a copywriter,if you're working with a client and
they want to do more business withyou, but they don't know what they
should have you write, if youunderstand that this analytics exists, you can
(13:43):
come in and for example, underthe e commerce purchases tab, you can
get a list of their products thatare most likely to show up in the
cart. So I'm looking at statsright now, and I know if we
want to do this in a workshop, just write me or comment below and
we'll do this in a workshop.But I can see right here from my
own site that there are two hundredand four ad to cards for freelance markets
(14:09):
for copywriters. So that's a reportthat we have, but I don't see
that as my number. That's mynumber one added to cart, but not
my number one checkout. And soknowing that there's something wrong with the copy
where somebody's interested enough to put itin their cart, but not interested enough
to buy, and so I needto go back and revisit that copy,
(14:31):
or I capture an email address todo a landing page somewhere, and I
do a maybe I give the bookaway for a couple months, and I
generate a list of one hundred twohundred individuals, and then I survey those
individuals to find out what is thenext step, what gets them across the
threshold as far as purchasing that particularproduct. So that again, your research
(14:54):
on objections, your research on theaudience interests, your research on the language
they use, all of that haszero value if you're researching a demographic or
a customer segment that cannot or willnot buy the product and service. So
my final on this is you've gotto start from the transaction that cleared the
(15:16):
bank the profitability of those customers.If you don't have enough information there,
then you look at your sales conversion. If you don't have enough information there,
then you look at your lead generation. But as soon as you start
making sales, it's time to startdialing in Now. If you have a
large number of transactions, you canuse a month's worth of data and you're
going to know what works and whatdoes it very quickly. If you don't
(15:37):
have a lot of transactions. Youmight need to use a year's worth of
data. Otherwise, the very bestcopy has little or no value if it's
going in front of the wrong people. How do we determine who the right
people are? And it's conversion optimizationstarting with the sales transaction. And even
(15:58):
better, we might use like arecency frequency monetary model where we're looking at
multiple transactions because we don't want justone, one and done when it comes
to customer, we want a customerlifetime value that continues to grow. That
means multiple transactions with the same customer. And so again, there's a lot
of different models and a lot ofdifferent approaches. But if you don't understand
the overall philosophy, showing you stuffon the screen is just going to distract
(16:22):
you. So again, when you'reworking with copy for customers, So when
you're working with a client, youneed to know who is your very best
customer, who are the customers youwant to target, Who's the people who
are very best for what it isthat you have to offer. If the
client says everybody, then they don'tknow what they're doing and you need to
start helping them understand that. Somebuyers will buy better and you want to
(16:47):
work with maybe Affinity. But whenyou're testing the concepts and you're looking at
the analytics, there is a systematicapproach that starts with which transactions cleared the
bank and then moves towards which potentialaudiences or platforms can we advertise on.
(17:07):
When people tell you about optimizing Facebookadvertising, optimizing YouTube, optimizing all these
channels, that is a distraction ifyou don't know who your very best customers
are. I'm justin hit with adBriefings copywriting tips. If you'd like me
to go over this and a handson workshop, then visit us at www
dot adbriefings dot co dot uk toask your questions. In the workshop,
(17:30):
I will go through some screens andI'll show you some practical elements. I
can't show you my client's stuff,but I can show you my stuff,
and I can show you that.Even so, it's as anemic as it
is because I don't focus a loton our demonstration sites, but the demonstration
sites have enough data to start makinginformed decisions. When you're able to make
(17:53):
those informed decisions, you can startbuilding out better customer segments for your clients.
You can start writing copy that actuallygoes in front of buyers and then
you can ultimately help them optimize theirlead generation from front end plus. As
I've shared with you the nuances andsteps. It could mean more email copywriting.
It could mean more landing page assignments. It could mean more sales letters.
(18:15):
It could mean five figure and sixfigure projects rather than hand to mouth
chasing down the ninety nine dollars pressrelease. I want to thank you for
being a part of what we dohere. Again, I'm just and hit
with ad briefings copywriting tips. Visitus at www dot adbriefings dot co dot
uk to ask your questions. Andthis has been about the correct way to
(18:37):
optimize your conversion rates.
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