Question

Topic: Copywriting

The Psycology Of Copywriting

Posted by Anonymous on4/8/2011 at 4:27 AM ET 25 Points
Hi,

I have an art website and am trying to increase the conversion rates from a dismal 0.07% to at least 2%. I’m looking at each stage of the buying process, from homepage through to, category page, then product page, then checkout and altering the design and optimising the copy at each of those stages. I’ve been thinking hard about copy and headlines, etc. With the headlines, i’m trying to think what the audience would be thinking at that stage, then writing a headline which homes in on their thought process. I’m not a copywriter by nature but I want to learn more about it. I’m sure there must be a great website out there which will teach me the psychology and theory of writing headlines and copy. Does anyone have any suggestions?

Cheers

Mike
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RESPONSES

  • Posted on4/8/2011 at 9:03 AM Author
    Thanks for these replies, Phil, I was wondering if you could confirm something for me. Most of my traffic comes from SEO. My selling pages are viewed by 5424 unique visitors/month. The majority of these visitors have clicked through to these pages from the homepage which has links on which are clearly labeled e.g. click here to buy artwork, abstract art, cityscapes, etc. Even though it's a recession I would have thought these visitors would be interested in buying art otherwise why would they bother to visit the buying pages? So a majority of these vistors will be looking to buy art.

    So do you not think its possible to convert at least 2% of the visitors into buyers?

    cheers

    Mike
  • Posted byJay Hamilton-Rothon4/8/2011 at 9:17 AM Accepted
    It's the difference between walking into a gallery to look at art and leaving a gallery with artwork in your hands. Many people look, few buy. Do you know much about the people who come to your website (hint: are they arriving because of some link like "buy Italian paintings" or "Italian paintings")? Do you offer lower-cost giclee prints, postcards, etc. versions of your artwork to allow smaller budgets to enjoy your work?
  • Posted on4/8/2011 at 9:56 AM Author
    I did a national representational sample to understand which demographics are most likely to buy art and at what price. It turns out that the salary bands, £19k-25k, 26k-35k and 36k-45k proportionately showed the highest interest in buying paintings/prints than any other salary band apart from those earning above £75k/year but it turns out that those people are mainly interested in established/well known artists.

    Jay, that’s a good idea and something that I’m planning to roll out also different sizes of prints.

    In regards to the links on the homepage, they are, ‘abstract art’ not ‘buy abstract art’.

    I’d be grateful if you could have a look at the site and give me your opinion, itswww.allbuyart.com
  • Posted on4/8/2011 at 10:32 AM Accepted
    I looked at your art site and it's great. What will sell the art is the subject matter more than the copy. Your copy is fine.

    For example, I like the Jazz Trumpeter (great study!) and the whole buying process was smooth. Couldn't be better.

    But I couldn't find any similar art. So in that case, it's down to categorisation into niches - seeing what sells and putting more of that type of contemporary art on your site. That way you can do a deal on mailing costs and sell multiple paintings.

    I help an original artist who specialises in equine art, and she often sells multiple paintings to the same people who like her style - so that would be a key objective.

    No matter what the copy, in your case, it's the pictures that will sell the product.

    Good luck!

    Peter
  • Posted byStarsDieon4/10/2011 at 7:16 AM Accepted
    In addition to websites, there are good books on the subject, one of them is "How to Write Great Copy: Learn the Unwritten Rules of Copywriting", by Dominic Gettins.
  • Posted on4/11/2011 at 8:58 AM Author
    Thanks for the great suggestions, something I still need to do is some iterative usability testing. It’s becoming more apparent that being the designer of a site can have its disadvantages in the fact that I know how it should work and therefore can’t always see where users might get stuck (i.e. the carousel at the top of the homepage).

    Hubspot looks interesting, thanks for this and I will certainly be checking out those books.

    Regarding the call to action button “click here to buy art” is it more likely to get seen in the top right as opposed to the top left?

    Cheers

    Mike
  • Posted on4/11/2011 at 9:32 AM Member
    Top right is the hottest spot on a website.

    Peter
  • Posted on4/12/2011 at 10:17 AM Author
    Really? When you look at the Google heatmap and other eye tracking reports the top right doesn’t come out as a hotspot, or am I missing something here?

    cheers
  • Posted on4/13/2011 at 7:14 PM Accepted
    First of all, you need a professional copywriter. They know things you do not know. They can perform magic you never dreamed of. However, there's much more than good copy involved. You should invest some money in getting a critique of your website. A pro will charge around $1,000. It's money well spent.
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