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Another superficial marketing acronym? If that’s what you think, let’s make you change your mind. Simply put, CRO copywriting is copywriting that intends to boost your conversion rate. The definition seems quite obvious, doesn't it?
This method helps you optimize your content to produce only high-converting copies and thus enhance your business opportunities. Is it not the dream of any copywriter?
CRO copywriting is not as straightforward as it looks, but if you want to know how to combine copywriting and CRO, you have come to the right place. What makes it such an interesting form of writing copies? Why use copywriting and CRO to boost your conversions? What are the benefits of mixing both in your marketing campaigns? How can it help your business grow quicker?
This article should help you understand what CRO copywriting stands for and how to implement it in your day-to-day writing strategy.
The acronym CRO stands for Conversion Rate Optimization. It corresponds to the practice of enhancing the UX so that more users act the way you want (click, share, purchase, follow…) on your website.
The CRO process implies focusing your attention on understanding your users to provide them with the best user experience possible to have more customers convert.
Copywriting is the concept that refers to writing persuasive promotional materials to have people do what you want them to. For instance, copywriting can intend to have people purchase your product, click on a link, join your newsletter…
Now that you can picture both copywriting and CRO, it may be a bit too conceptual. Why is the blending of CRO and copywriting an efficient way to boost your conversion? Why is it the best strategy? Why should you adopt that technique? And how to do so?
You may already employ copywriters or write copies yourself but have never thought of CRO copywriting. The step to make between both is never too hard to take.
To write converting copies, be concise and avoid distractions that would take your visitors away from the action. In this example, the brand sends a concise message to its website visitors. They chose impactful figures to highlight their claims:
High-conversion copies are more impactful as they eliminate any type of distraction both in the content and delivery format. The core messages must be delivered in a crystal clear way.
Also, CRO copywriting intends to convert more than regular copywriting as a special effort is put on CTAs to drive the audience actions.
Both CRO and copywriting have their own tricks. How to rule both at the same time? How to blend your CRO efforts in your copywriting strategy? There are some good practices you should know.
If CRO copywriting aims to make your ads convert more, you should always understand your audience before writing. You need to suit your visitors and have them buy from your product. To write an optimized copy:
In practice, you may wonder how to rule CRO copywriting. In the writing process, there are some points you should focus on:
Because CRO doesn’t only apply to copies, here is how you could enhance your website’s content using CRO method (impactful message, precise CTAs, figures and testimonies):
At the time of publishing your copies or your ad, challenge your writing. There is nothing better than doing A/B testing to improve your style and the format of your writing. Test different CTAs, headlines and formats to see which converts more.
CRO copywriting is more a marathon than a sprint. Improvement takes time. It is continuous work you should start.
The optimization of your copies will help you :
From regular copywriting to CRO copywriting, there is a significant step to make, but don’t panic. Little by little, the implementation of small changes such as: writing more impactful CTAs or working on your titles to make them efficient and attractive should help your copies convert more.
Why won’t you jump in? If you want some backup, don’t hesitate to call upon our agency.
By Emma Jeanpierre
24 Jan, 2022