copy that converts - unbounceunbounce.com/roadtrip/nyc/michael_aagaarrd_roadtrip2015.pdf · copy...

How to Write Copy That Converts Actionable Insight From 6 Years of Testing

WYSIATI

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I’m a split test junkie!

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Hey Ho, Let’s Go

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@ContentVerve

What You See Is All There Is

(WYSIATI)

Choose Channels

14 day cancellation policy

A: Cancellation policy

B: No cancellation policyChoose Channels

14 day cancellation policy

A: Cancellation policy

B: No cancellation policyChoose Channels

A: Cancellation policy

B: No cancellation policy

✓ 2 full business cycles ✓ 2153 conversions ✓ 99% confidence level

Choose Channels

A: Cancellation policy

B: No cancellation policy

9 % increase in CTR

✓ 2 full business cycles ✓ 2153 conversions ✓ 99% confidence level

Choose Channels

Choose Channels Choose Channels

14 day cancellation policy

A: I guarantee 100% privacy

B: 100% privacy - I will never spam you!

A: I guarantee 100% privacy

B: 100% privacy - I will never spam you!

A: I guarantee 100% privacy

B: 100% privacy - I will never spam you!

✓ 4 full weeks of data ✓ 349 conversions ✓ 99% confidence level

A: I guarantee 100% privacy

B: 100% privacy - I will never spam you!

23% drop i downloads

✓ 4 full weeks of data ✓ 349 conversions ✓ 99% confidence level

We hate SPAM and promise to keep your email address safe.

We hate spam and promise to keep your email address SAFE.

No need to PAY for the product. It is totally free.

No need to pay for the product. It is TOTALLY FREE.

WYSIATI@ContentVerve

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System 1 System 2(Intuitive thinking) (Analytical thinking)

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System 1 System 2

Fast Slow

(Intuitive thinking) (Analytical thinking)

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System 1 System 2

FastAutomatic

Slow Effortful

(Intuitive thinking) (Analytical thinking)

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System 1 System 2

FastAutomaticEmotional

Slow EffortfulLogical

(Intuitive thinking) (Analytical thinking)

System 1 System 2

FastAutomaticEmotionalSubconscious

Slow EffortfulLogical Conscious

(Intuitive thinking) (Analytical thinking)

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System 1 System 2

A machine for jumping to conclusions

The lazy controller

I’m a split test junkie!

@ContentVerve

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2

@ContentVerve

0

I’m a split test junkie!

@ContentVerve

The Law of Least Effort

“In the economy of action, effort is a cost… Laziness is built deep into our nature.”

The Law of Least Effort

- Daniel Kahneman

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Cognitive Ease

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System 1 System 2“Easy” “Strained”

Cognitive Ease

System 1 System 2“Ahhhh” “ARGHH”

Cognitive Ease

Your password needs to be at least 8 characters long. It must contain at least one letter and at least one number or special character

Must contain at least:

1. Eight characters2. One letter3. One number or special character

+

4.1 upper case letter 5.1 lower case letter 6.Symbol

Your password needs to be at least 8 characters long. It must contain at least one letter and at least one number or special character

Must contain at least:

1. Eight characters2. One letter3. One number or special character

+

4.1 upper case letter 5.1 lower case letter 6.Symbol

Your password needs to be at least 8 characters long. It must contain at least one letter and at least one number or special character

Must contain at least:

1. Eight characters2. One letter3. One number or special character

+

4.1 upper case letter 5.1 lower case letter 6.Symbol

Your password must contain at least one upper case and one lower case letter and one number or symbol.

Must contain at least:

1. Eight characters2. One letter3. One number or special character

+

4. One upper case letter5. One lower case letter 6. Symbol

Your password must contain at least one upper case and one lower case letter and one number or symbol.

Must contain at least:

1. Eight characters2. One letter3. One number or special character

+

4. One upper case letter5. One lower case letter 6. Symbol

Your password must contain at least one upper case and one lower case letter and one number or symbol.

Must contain at least:

1. Eight characters2. One letter3. One number or special character

+

4. One upper case letter5. One lower case letter 6. Symbol

Aagaard1$

Personal info / Tell us a bit about you 

Why are you asking me for this info?

These details are important; they enable us to identify you whenever you need to ask one of our agents a question.

Why are you asking me for this info?

Note: You can easily change or cancel this option, just simply unselect the recur option in your account dashboard.

EasilyChangeCancel OptionJust Simply UnselectRecur option Account Dashboard

Change this setting any time.

Create a Conversion Experience that Facilitates Cognitive Ease…

What you see is NOT

all there is!!!

@ContentVerve

@ContentVerve

@ContentVerve

x

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Control Treatment

Control Treatment

5 figure increase in revenue

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1. Data-driven analysis GA

2. Funnel analysis

3. Interviews w/ sales & support

4. Session playback

5. Feedback polls

6. Form analytics

7. User testing

8. Surveys

CreativeProcess

AnalyticalProcess X

Sweet Spot

CreativeProcess

AnalyticalProcess X

Sweeter Spot

CreativeProcess

AnalyticalProcess X

Not So Sweet Spot

1. Be aware of WYSIATI & System 1 & 2

1. Be aware of WYSIATI & System 1 & 2

2. Realize “what you see is NOT all there is”

1. Be aware of WYSIATI & System 1 & 2

2. Realize “what you see is NOT all there is”

3. Do your homework (Conversion Research)

1. Be aware of WYSIATI & System 1 & 2

2. Realize “what you see is NOT all there is”

3. Do your homework (Conversion Research)

4. Create a conversion experience that facilitates cognitive ease

Thanks for listening!

@ContentVerve