When a copywriter sends you a test (for any page of the site where the most active visitors are expected), do you have any confidence that this particular text version will “shoot”? Do you ask yourself a question (even if the text of your copywriter suits you completely), but can something be done with this article to increase the level of interest of the target audience? What can be changed in it? How to change? And most importantly - how to measure the benefits of these changes? All these questions - not the result of your excessive picky. To ask them yourself and look for answers on them is right and natural. Potential multiplicity (there can be an infinite number of variants of the same text) is an amazing thing that allows you to greatly expand the boundaries of choice, reject all that is useless and isolate objectively the best.
The strategy of choosing one of the many possible options is useful to adopt in solving any creative problems. It is she who will undoubtedly help to find and answer the question which of the many options for the text on the page where visitors are expected to be converted into customers will be most appropriate for your tasks.
Imagine a text. Virtually any word in it can be replaced by a synonym; at the level of sentences, variability is even higher - the syntactic construction of a phrase in Russian is free enough to come up with from two to more than a dozen syntax variants (depending on the length of the phrase). But! Even more importantly, you can put a completely different meaning into the text on the same topic (you can tell about the subject, like Wikipedia, you can make the main appeal in the text to buy your product, you can expertly compare the product with its counterparts on market and draw conclusions, and so on to infinity) - and then you have just an infinite number of variations of the text.
Which one is potentially the best? What more will your target audience like? Which will ensure sales growth? If you are guided solely by your own taste and your ideas about your Central Asia, then you cannot get a clear answer to these questions. You may come close to this option that best suits your needs, but not the fact that you will find the best option. Indeed, in this case, you are faced with the task of understanding the level of interest in the text of many representatives of your Central Asia, that is, to see an objective picture. Subjective opinion in this case means little, even if it is the opinion of a super professional. For a real assessment, which of the text options best suits your needs is a lack of a clear statistical method of research. You can implement it by starting to carry out A / B testing. Only they will give you a real idea of what is best for your specific tasks. Naturally, it is not only about text variants, but also about the overall design of the page - the variability of each of its individual elements and the verification of possible design options for efficiency. After all, everything is important, not just the text.
But since within the framework of this material we are still talking about articles, then let's look at some basic text elements in which variation is possible.
Title: creative or simple?
What should be the title? Creative and bright? Or dry and clear, from which it is immediately clear what will be discussed in the text?
Much depends on the title. We wrote in this article about how to create working headlines.
One thing is for sure: even a creative heading should give the reader an idea of what the article will be about. And then - invent and try different options.
Here the answer, it seems, is self-evident: everyone is familiar with the statement that people do not like long text sheets on the Internet. It seems to be an axiom: the shorter and generally laconic the text, the easier it is to keep the attention of the Internet audience. But it's not always the case. Keeping the reader's attention is a task that does not depend on the length of the text. Try to create two good versions of the text - one short and abstract, the second - expanded, designed for deep immersion of the reader in the topic. Carry out A / B testing - and you will understand which one in this case best meets your needs.
Appeal to the audience
Most in the commercial segment of the Internet prefer to appeal to your audience on you. This is a show of respect for users. And in general, people who have reached a certain age are jabbering, if not stronger - it causes irritation - poking. But is it all clear? There are projects whose target audience is young people - high school students, students - and in this case, perhaps, an appeal to you would be quite appropriate.
Not quite an unequivocal picture with sites offering products for children. The target audience is their parents, not the children themselves. But who prevents the creation of content for such projects to use the opportunity to contact the child through his parent and vice versa, emphasizing their connection? For example, surely any mother will correctly understand such a product card (baby nasal spray based on isotonic sterile seawater):
“More than anything, this little miracle doesn’t like to bury a nose? It frowns as if you are offering him to drink cold semolina with lumps of kefir? You know, you’ll just convince him. Tell him a story. a bottle of sea-green. It contains pure sea water, where thousands of tiny sea fairies live, they have a difficult job - they absolutely need to get into your little nose - because they are created for this - and they start an amazing thing: to get rid of all the germs. do their own thing - and never oh not sick. ""
The appeal "you" can be used indirectly, when the author does not tell the reader "you" directly, but describes the subject, as if reducing his personal experience to certain universal human categories, enhancing the effect of trust and increasing the emotional degree. For example: "You look at this technical miracle and do not believe your eyes: everything is so thought out, so convenient."
We know a case when a small scandal broke out on the site of one of our clients (a company selling electronic gadgets), in which brandbook an appeal to the audience was written about you: individual visitors did not like what they poked. However, the appeal to you is nowhere from the brand book. It’s just that the site began to avoid personal appeals and use impersonal expressions instead: "you want to buy this gadget ", but "everyone wants to buy this gadget". Of course, this is a bend. But this fact in itself illustrates that you should not underestimate the importance of choosing the form of addressing the audience.
Creating text credibility
Any statement, if the overwhelming majority of people are not ready to take it on faith, normal copywriters are trying to somehow “support”. They do it in different ways. You can, for example, write: "according to most market experts", "scientists claim, "as the experience of many professionals shows"etc. This is from the field of neuro-linguistic programming: you didn’t seem to say anything, but you used words-signals that give the reader an idea that you confirmed your thought.
And you can refer to a reliable source, according to all the rules of scientific methodology: "according to the agency of such and such", "according to the researcher of such and such"etc.
As an interesting example of creating readers confidence in the text, you can cite the introduction of Jim Collins to his book From Good to Great. He's writing: "I can not say that this book is written by Jim Collins. Without the enormous contribution that other people have made, the book would not have come into being. I was really lucky, in my team worked outstanding people who gave all their strength to this project. In general, they accumulated about 15 thousand hours, and the quality of their work was so high that it became a model that I myself began to equal. ". (And here the author will list all the names of members of the research group).
He further writes: "I am grateful to the huge number of readers who have spent hours reading the drafts and preliminary materials and submitted their comments. For the openness and willingness to share my own knowledge and opinion, I would like to thank ..." (And further - a couple of pages on which Collins lists by name all those who are involved in the project in one way or another).
After such details, you involuntarily penetrate the importance of the research that required the work of so many people, and you begin to have great confidence in what you will read further in the book.
To solve the problem of creating audience confidence in the text can be on many levels - using and confirming with the help of reliable sources and facts is one of the techniques. They can be neglected only if the task is to make the text shorter. Is it worth it or not? Show A / B testing.
Submission of information
You have information that you can arrange in any way you like. For example, you can make a text with the headline "20 tips for choosing a vacuum cleaner." Or "7 tips on hiring people to work." Or you can create a text by reading which person will understand that you are sharing your own experience with it. What "shoots" that will cause more confidence? Naturally, this largely depends on the talent and professionalism of the copywriter. But to deny the huge role of form and presentation is meaningless: in the text, even the little things are of great importance, not to mention the compositional design and its implementation.
We have told only about some of the "nodes" of the text lying on the surface, in which variability may occur. Naturally, such "nodes" - countless. You can change everything, starting with the title and ending with the captions to the illustrations. The main thing is to check with the help of testing how much more effectively the page made these changes.