Where You Put Your Copy Can Be as Important as What You Write
As with many of my blog posts, this one came about from a conversation and planning session with a client. The challenge was to capture visitors that were clicking away from my client’s ecommerce site without buying. I am truly thankful that he is a test-aholic because that gave us some excellent insights into his site visitors’ behaviors.
With this product being one that is often painstakingly researched before it is purchased, we needed branded take aways to give tire kickers to keep them in the loop even after they left the site. Thanks to the prior research my client had done, he already knew that information was a big draw for his visitors so a PDF with detailed, targeted information was created. And, since many had found some of the claims in the copy hard to believe (although they were 100% true); a sample was also tested.
Both of these performed well as far as acceptance goes. They did have one minor <sarcasm> drawback, however. They detracted from sales. Those who might have otherwise purchased the product outright opted for the sample. Those who would have purchased immediately hesitated and chose to receive the information PDF first.
The solution? Only offer the take aways to those who did not purchase. Using an exit pop-up script, we controlled who saw the sample and PDF offers and when. As it turns out, where we put the copy was just as important as what we said.
Did it work? Don’t know yet 
It’s in the works and I’ll report back to you once each offer has had ample time to play out.
Already know how to write great copy, but trying to master keyword optimization? Get Karon’s ebook Writing With Keywords at http://www.writingwithkeywords.com
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