As you’ve noticed from previous posts in our series, conversion rate optimization entails a huge amount of data and testing – on almost every area of your site. Without ConversionXL’s help, we’d be lost in not only how to test, but what to test.
With their guidance, we’re targeting each critical arena of CRO, and in the last two weeks, we bunkered down on one in particular: our copywriting.
Copywriting is essentially sales writing and is used on-site to inspire a prospect to become a customer.
The question is – what words inspire this?
To find the answer, we reached out to those who knew our company best – our customers.
If you’d rather watch a video instead of read, here’s a video that takes less than 4 minutes to watch!
And if you’ve missed the other posts in the series:
- AdEspresso’s Conversion Secrets: What’s Wrong With Our Site? [Part 1]
- AdEspresso’s Conversion Secrets: The Naked Truth Behind Our Surveys and Polls [Part 2]
- AdEspresso’s Conversion Secrets: The Scientific Formula for CRO Success [Part 3]
The Golden Nugget: The Empathic Survey
Do you know what an empathic survey is?
Previously we sent out a survey to our Free Trials and put polls on the site to ask people what was stopping them from signing up for AdEspresso.
In contrast, this time, we were looking for feelings, specifically the words, that people associated with our brand. So, we went to those who had already made the decision to sign up for AdEspresso: our customers.
I sent the survey out, and very few people responded.
How To Set Up an Incentive to Get Customer Responses
I initially sent out the survey without an incentive.
Big mistake. Only 86 people responded.
Once I sent it out with an incentive, the total respondents jumped to almost 230 people.
Without wanting to offer a monetary incentive, we decided to instead focus on a service incentive. It also had a two-fold benefit of reminding our customers of an add-on feature that few were utilizing to their full potential.
The response was huge, and we now have a gold mine of words and emotions to use in our copywriting site-wide.
The Copywriting Gold Mine
Considering your experience with AdEspresso, please choose at least 3 words that you think best match with our product.
We didn’t want to prompt users to choose words, so we gave them almost 30 options to choose from. Surprisingly, despite the wide array of choices, there were clear winners.
The winning words:
While “efficiency” isn’t as sexy (we had outliers who picked other choices, like peace, harmony, and dominance), it’s clear that this is what resonates the most with our customer base. Almost half of all respondents chose this.
We did have one outlier choose “rebellion”…
Please rank AdEspresso’s features in the order of importance. What is most valuable to you as a user?
- Quickly creating lots of ads
- A/B testing ads
- Analytics and Dashboards
Speed is a clear stand-out here.
In your own words, what is the biggest value you get out of AdEspresso?
This question was open-ended to allow a range of responses. Yet even with the “open” ended, SurveyGizmo was able to pull out the most frequently used words. The result from over 200 open-ended responses?
In your experience, why is AdEspresso better than Facebook Ads Manager or Power Editor?
Similar to the above, this was open-ended. We did have a complaint that it was a “leading” question (instead of “do you think AdEspresso is better than Power Editor?”).
Nonetheless, we got a massive amount of responses telling us why they use AdEspresso over Facebook’s system.
With over 200 responses again, one word seemed to stand out most. Can you guess what it is?
Pretty easy to see which word stands out here…
Unlike other questions in the survey, this one was less to get the words to use in our copywriting, and instead more as an opportunity to hear real feedback from the customers who took the time to complete the survey.
We were blown away by the amount of thoughtful comments here: more paragraphs than sentences. And very constructive criticism; not a single negative “rant.”
So what’s next?
We’re changing our copywriting propositions site-wide and testing and measuring the results.
And if you’ve been keeping up with the series, we’ve already implemented a multi-page test, pricing page A/B tests, and Join page form testing (have you seen these)?
In the next post, I’m going to start showing you the winners and losers in our tests – both with our copywriting and well beyond.