Play To Your Audience - Lianna Patch
If you want your shot at the big time, says e-commerce copy-editing expert and comedian Lianna Patch, then you've got to tighten your act up beyond the basic general conversion optimizing, such as image load time and page speed, tightened copy, segmented lists, presented social proof, reviews, guarantees and all the other fundamentals you see everywhere.
Here are 3 above and beyond features every great converting website share, milestones of quality and creativity, that can help you elevate your brand to a much bigger stage.
1. Focussed and fun attention to detail
You'd be surprised where customers will end up on your site, either by accident or intention, and no matter how deep content may be buried, if you post it, someone will eventually find and read it. Once you have the all-important minor details included, have a little fun with the rest and reward your customer's curiosity and interest.
Include easter eggs for perceptive users, such as:
- Bonus playful content
- Exclusive special offers
- Secret discounts
2. Promotional copy on a customer-feedback loop
There's no need to agonize over coming up with great copy if your customers already have. It's time to talk their language and get on the same page.
- Read the reviews the consumers leave about your products, services and business, then incorporate them into your next blog article, sale or product description.
This will both build trust with your customers, and ensure accurate product copy.
3. Brevity, wit and clarity
The faster and easier any information is to read, the more likely it will be understood.
- Condense your most important and most frequently asked product details into bullets, and include a concise answer to the question 'so what?' if ask about the information you included.
This will make sure you include the most important details, while answering the most common customer questions.
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