Copywriting Makeover Subtle Changes Make A Big Difference Part 2 of 2
Below is a MRR and PLR article in category Writing Speaking -> subcategory Copywriting.
Copywriting Makeover: Subtle Changes Make a Big Difference (Part 2 of 2)
Overview
Even minor tweaks in your copy can lead to a significant boost in conversions. Sound too good to be true? Let me show you how it works.
Introduction
In the first part of this series, we looked into how Kneelsit.com, an Australian maker of ergonomic computer chairs, was aiming to improve their conversion rates. After identifying some weak spots in their original content, I set out to rewrite their homepage with clear objectives.
Understanding the Audience
It's essential to empathize with the potential users of these chairs. Many suffer from chronic pain, and after facing numerous false claims, they tend to be skeptical. Our goal was to instill confidence by showcasing the unique benefits of the Kneelsit chair.
Moreover, while chronic pain sufferers were a key demographic, we also needed to address those with mild or inconsistent back issues, as well as individuals seeking comfortable and preventive seating solutions.
The Rewrite
Headline Makeover
The original headline highlighted benefits like "Superb Comfort, Perfect Posture," but terms like "Gentle Movement" and "Natural Balance" might not immediately resonate due to a lack of context. Educating users on these aspects in the headline wasn’t feasible. Thus, we streamlined the headline to evoke trust and stability:
New Headline:
"Ergonomic Chair Design Based on Years of Research: Sit for Hours with No Back Pain"
Improving the Opening Paragraph
Initially, the copy mentioned benefits but didn’t support them. It quickly diverted to technical details about the chair’s patent. In the revised version, we started by showcasing endorsements from users and professionals before diving into the specifics.
Emphasizing Key Features
The original text attempted to educate on continuous movement and natural balance without enough clarity. Our new copy focused on the innovative swivel axle mechanism, explaining how its customizable settings benefit every body type, thus requiring less explanation.
Highlighting Additional Benefits
Rather than ending with shipping details, we emphasized the chair's quality and style. Throughout, we carefully integrated key phrases without overstuffing, enhancing SEO naturally.
Results
Did these changes work? Absolutely! The owner of Kneelsit.com reported a remarkable 35-40% increase in their conversion rate post-rewrite.
Conclusion
Sometimes, your copy might contain all the essential information yet fail to deliver desired results. Take the time to experiment and test?"alter a headline, tweak a paragraph. Small, strategic changes can lead to significant improvements in conversions and overall business performance.
You can find the original non-AI version of this article here: Copywriting Makeover Subtle Changes Make A Big Difference Part 2 of 2.
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