It's funny how we, as website owners, don't always think like our visitors. A course of action that might seem perfectly obvious to us may stop our visitors right in the middle of their buying process. Take, for instance, e-commerce-type copy. Do you realise that what happens after your customers read your copy could make or break your sale? I'm not talking about shopping cart abandonment. I'm talking about good communication that keeps the buying cycle moving forward. Let me give you a real-world example. One website offered custom-designed gift bags. The photos on their site were gorgeous. The copy seemed self-explanatory until I got to the request for quote page. There I found a form that asked questions I wasn't expecting. I was supposed to explain my preference of fabric colour, the type of handle I wanted and a description of any accessories that should be added to the bag. I had no idea how to answer.
Because the copy stated that each gift bag was custom designed, I assumed I'd be given options to choose from. Instead, as it turned out, I was responsible for knowing precisely what I wanted and also for describing it in detail in writing on the request for quote form. It set me back a little.
Since most people aren't very comfortable with writing, I can easily see how a page like this would immediately stop visitors and send them packing. I could place the most compelling copy ever written on the sales page for these bags - copy that would have visitors primed and ready to whip out their credit cards. But after clicking to a request for quote page like the one described above, most would likely not order.
Would that be the fault of the copywriting? No. Yet most site owners would assume the text wasn't doing its job. Low conversions, in this case, would be an error in the sales process.
Web Page Copy Doesn't Involve Just One Page.
Unless you're talking about a specific landing page that is created for the sole purpose of receiving clicks from a ta.....Click here for access to the rest of this article ->
Karon Thackston
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