What is conversion copywriting? Definition from the OG

So, what is conversion copywriting? Really?

Conversion copywriting is data-driven copy that gets prospects and visitors to say yes.

It’s a science-based process that helps you determine what to write and how to write it.

So you get that yes.

The term “conversion copywriting” was coined by Copyhackers founder and original conversion copywriter Joanna Wiebe. 

Before we break down conversion copywriting, we need to address an important question.

Why conversion copywriting?

Joanna and her team consistently deliver results using conversion copywriting.

(Plus, she’s trained hundreds of copywriters on how to get similar results).

Results like:

• Increased paid conversion by 20% on a Huel (B2C, eCommerce) landing page
• Doubled leads for LaunchDarkly (B2B, SaaS) on a new lead-gen page
• Emails that bring in more than 3x the paid conversions
• Homepages that double sales
• Landing pages that increase leads by 25% or more

Plus, Joanna is sought out for her expertise by the likes of Marie Forleo, Brian Dean, Michael Aagaard, Brian Clark, CXL, MicroConf, MozCon, LinkedIn Learning…

And so many more.

Aside from creating conversion copywriting, it’s safe to say Joanna Wiebe knows what she’s doing.

And she consistently delivers results.

This is why so many CEOs, marketers and copywriters rely on her process to deliver the goods.

What is the conversion copywriting process?

Some people (business owners or newbie copywriters) believe that writing compelling copy means you sit down and just start typing your ideas.

Just like you’d never “take a stab” at building your dream house, conversion copywriters don’t guess what words they should write. Or how to write them.

Conversion copywriting is a process.

A data-driven process that’s all about persuading your prospect, subscriber, or visitor to say yes to your offer.

The 3-Part Process

There are three major parts of the conversion copywriting process.

Although they are equal in the image below, understand that the execution may not be entirely equal.

For example, if this is the first time you’re executing research and discovery for your client, you’ll likely spend a ton of time in this first part.

You’ll also spend a lot of time in validation & experimentation if you don’t know your audience well.

Part 1: Research & Discovery

Conversion copywriting begins with research and discovery every time.

This tends to be the biggest part of your work.

“If [research] is not the biggest part of the work, 99% of the time it means you’re doing it wrong.”

Joanna Wiebe, the original conversion copywriter

You need to find your message in the research and discovery phase.

And this isn’t found sitting at your desk and thinking. It’s about data.

Remember, data is everything.

So how do you gather the data during the research and discovery phase?

Here’s a short list:

• Audit existing materials (website, product pages, emails, brochures, sales call transcripts, etc.)
• Audit competitors’ materials
• Analyze customer and visitor surveys (conduct surveys if you don’t have any yet)
• Analyze thank-you polls (conduct thank-you polls if you don’t have any yet)
• Analyze click tracking, heatmapping, etc.
• Execute review mining
• Execute an analytics review

Gather data from the team, prospects, customers and ex-customers. 

Collect the data that’s useful to you.

You need the data that will help you identify the right messages and the right order.

Then and only then can you move on to the next part.

Part 2: Writing, Wireframing & Editing

In this stage, you’ll synthesize everything you heard during research & discovery.

Then, you’ll turn that into written copy.

This copy will appear on the web page or in the email.

You’ll edit in the awesome as Copyhackers likes to say, with creative conversion copywriting. 

Finally, you’ll create a wireframe because it’s important to visualize the copy on the page.

In the writing part, you’ll:

• Refine your messaging hierarchy
• Determine starting stage of awareness
• Identify the ideal ending stage of awareness
• Identify the associated goal / CTA
• Determine your hook
• Select framework (e.g., PAS, AIDA, PPPP, PASOP)
• Organize messages on the page
• Create the first draft

In the editing part, you’ll:

• Edit in the awesome
• Execute the 7 Sweeps
• Check your copy against the brief
• Look through the mobile lens (and other devices)
• Review with UX in mind
• Check for typos, grammar, etc.

In the wireframing part, you’ll:

• Use a wireframing tool (Balsamiq, Photoshop, Invision, Figma, etc.)
• Make it easy for others to review your copy
• Leave placeholders for images and icons

This isn’t an exhaustive list, but it’s a good starting place.

Especially if you’re doing this process for the first time.

Part 3: Validation & Experimentation

The goal of validation & experimentation is to make sure you’re putting the best possible version out for your ideal prospect.

Validation can help with that. Remember,

“We test to validate and learn.”

Joanna Wiebe

Validation and experimentation are where you take the copy you’ve written based on all of the research you did in part one and validate it.

You’ll find out if the messages are sticking. Does the copy compel people?

Because even after all the research, we can’t say with 100% certainty that the copy is the absolute right version to go with.

That’s why validation and experimentation are so important.

Here are a few ways to validate your copy and messaging before it goes live:

• 5 Second Test to validate key messages or usability
• UserTesting.com or Wynter to test for usability, your hook quality, likelihood of getting the yes
• Send preview emails

Revise your copy, the design, or other relevant pieces based on the results.

And don’t forget to implement A/B testing when possible.

A/B testing should give you the data you need to optimize further.

If you’re new to conversion copywriting, check out this Tutorial Tuesday video where Joanna goes through the 3-part process.

Look over Jo’s shoulder to see how she executes the conversion copywriting process.

How is conversion copywriting different?

It’s data-driven.

As conversion copywriter Joel Klettke (trained by Joanna Wiebe) once put it,

“Conversion copy is a deliberate data-driven attempt to write something that gets people to take action.”

Joel Klettke, conversion copywriter

Are you ready to stop guessing and go deeper into data-driven conversion copywriting?

Sign up here for Copyhackers FREE Conversion Copywriting 101 course.