I honestly don’t know why more copywriters aren’t talking about this trick. It’s a powerful way of boosting conversion in any context – and especially when you’re writing web copy. And especially especially if you’re a beginner, and you don’t have a lifetime of experience as a professional copywriter in tow.
Interestingly…
This “trick” is widely used in some contexts. For example, in the world of “Usability,” people use it all the time. And profit powerfully from it. But for whatever reason, my fellow copywriters have been slow adopters. And it’s hurting their conversion.
Time to change that.
So what’s the trick?
User-testing your copy.
“Huh?”
This is how you would “user-test” a website:
(1) Compile a list of important tasks that site visitors should be able to complete. For example, “sign up for newsletter,” “purchase product,” “learn more about company,” etc.
(2) Get a friend to come to your house.
(3) Sit your friend down
(4) Grab your laptop and give it to your friend
(5) Have your friend complete the list of tasks you’ve written up
(6) Ask your friend to say what they’re thinking as they try to complete tasks
(7) Listen to your friend’s thoughts & questions
(8) Note where your friend gets tripped up and confused or frustrated
(9) Ask your friend to answer some questions… like…
“What was your experience of this website like?”
“Would you trust a website like this? Enough to buy the product they’re selling?”
“What changes could be made to the website… to make your experience better?”
(10) Rinse and repeat 1-2 more times… and then change your website’s copy based on what you’ve learned from watching people experience your website.
It’s amazing the sorts of insights you stumble upon when user-testing things in that way. And it’s usually stuff that should be obvious… but for whatever reason isn’t. Also, you can use this same method to user-test emails… single pages… letters… headlines… etc. Not just websites. By simply having someone read what you’ve written, and tell you what the experience was like.
Just beware.
Because you’ll find parts in your copy that you thought were crystal clear… but your readers find confusing.
You’ll find parts in your copy that you thought sounded poetic & persuasive… but your readers find awkward & disjointed.
And it hurts.
To learn where exactly your copy is sucking.
But it also helps you make your stuff way more understandable… and believable… and persuasive. When you “user-test” your stuff, and make changes based on the feedback you get.
Comprendo?
Now go do.
Oh…
And if you want to learn more about the magical method of “user-testing”… and the wonderful ways it can boost your website’s conversion… I highly recommend Steve Krug’s book, “Don’t Make Me Think.” Easy read. Hilarious. Extremely worthwhile. Go check it out on Amazon.
If you’d like to learn the wonderful and wildly profitable skill of copywriting from me, in a more personal way… check out my copy-coaching program. I currently have 10 spots left.
