Is analytics really going to make a difference? Will I benefit by getting deeper into my analytics? Find out how exciting one man can make Google Analytics.

Analytics is not one of those words that inspires action. It’s not a word like “Rose” dripping with alternate meanings and romantic associations. It’s not like the word “Disgust”, a word which evokes emotions and even specific facial configurations.

Shakespeare never wrote “A Midsummers Night’s Analysis”.

There has never been a hit pop song with the word Analytics in the title. And I didn’t even bother searching to make sure.

So, it is no wonder that it’s hard for us to imagine ourselves spending time in analytics. It’s a shame. Because, there, amidst the pageviews, conversions, events, and revenue are the hopes and dreams of our visitors. Their trials. Their triumphs, Their frustrations.

If there was anyone who would write an Ode to a Graph I saw in Analytics One Dewy Morning, it is my guest. He is genuinely excited about analytics, and Google Analytics specifically.

He is infectious. That means that, if you listen, you might get excited about analytics, too.

I know this. Your visitors hope you get excited about analytics, because it is the fastest way to make your website better for them.

Getting into Analytics with Chris Mercer

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Chris Mercer Can anyone plug into analytics on Intended Consequences

Chris Mercer aka ‘Mercer’ is not only good at analytics, he’s good at teaching analytics. That’s what he spends his days doing as the Co-Founder of Measurement Marketing dot I-O.

Chris and his team help people like you discover how to grow your business using tools like Google Analytics, Google Tag Manager, Google Data Studio and more.

Chris is my go-to guy whenever someone asks how they should start in analytics. His model is great for small business owners or marketing teams who want to learn and expand their skills and build a system to help them grow.

Essentially, Chris helps people get to know the numbers – to grow the numbers.

So, how can anyone plug into Google Analytics? And where do you start?

You’ll be surprised by some of Chris’ answers. Here are some examples.

Where do we start when it comes to analytics?

I want to know the results. Number one I want to be able to see my results. So which traffic sources are causing which results. How am I getting those results.

It’s not just results.

It’s not only knowing what your results are but it’s knowing how you’re actually achieving those results.

Start with a question in mind.

We say it’s like the myth of the jade monkey. People think their data is like this jungle that they have to hack through and come up on these ruins that they find, and there is this little jade monkey worth of data that makes them a superhero. From a marketing standpoint, that doesn’t exist. Stop looking for that.

When you get back to the office…

Think back to a time that you had to trade off immediate desire for a long-term payoff, something that amazed you.

  • Did you ever watch Sea Monkeys grow as a child?
  • Did you ever plant bean seeds and water them daily?
  • Did you ever care for an ant farm.

These are all examples discovery over time. This is the gift of analytics. Your website is the ant farm and the glass is analytics.

No, your customers are not ants. But they want to understand them. Analytics is the way.

Watch Mercers Quick Start “How to” video –for free — and get some other freebies at MeasurementMarketing.io/ICP

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Sales funnel or full funnel conversion optimization? Which should you use and when? It all depends on what you want to understand.

Full funnel conversion optimization – or the Conversion Sciences Profit Funnel™ – provides the analysis and insights needed to help positively impact your business bottom line. Analyzing a sales funnel helps improve those issues found in a specific buying process.

There is nothing wrong about analyzing a sales funnel conversion rate or a sales funnel model for a specific segment of a customer journey. But your online business will definitively benefit from performing a Profit Funnel™ or full-funnel conversion optimization as well.

A highly experienced team of conversion experts can leverage both models when optimizing, instead of narrowing the view and hurting profits. An inexperienced conversion consultant will only see a siloed series of sales funnels, evaluate them independently and make decisions based on their own unique ROAS instead of their interactions.

Deliver double-digit sales growth every year, year after year. Increase revenues and profit. And shorten your sales cycle with our ecommerce and lead generation solutions.

Let’s review the key differences between sales funnel and full funnel conversion optimization or Profit Funnel™. We’ll begin with a great example of both models, a definition of a full marketing funnel. Finally, we’ll cover their differences in scope and the metrics used by each funnel.

Happy customers means returning customers. The starting point for full funnel conversion optimization is the customer blueprint and guess whose CRO audit services include a map of the customer journey for your online shop? Conversion Sciences.

Happy customers means returning customers. The starting point for full funnel conversion optimization is the customer blueprint and guess whose CRO audit services include a map of the customer journey for your online shop?

Example of Sales Funnel vs Full Funnel Conversion Optimization

Imagine an addiction treatment center that offers both low-cost at-home testing kits and treatment programs. Their at-home drug testing kit sells for $10, and it costs $5 to manufacture and ship. Their treatment programs start at $15,000.

They have an effective social media presence, paid campaigns to engage and attract their target market. And they also provide valuable resources for people with addiction problems and for their loved on their website. These range from informational articles to online quizzes to help find out whether or not one is suffering from an addiction and what is the best course of action.

Ok. Time to tackle sales funnel optimization. If they analyze their PPC sales funnel they will realize that it is costing them $20 in ad spend to convert each home testing kit sale. This added to the manufacturing and shipping costs may lead them to determine that this $10 sale is costing the company $25. But they are not looking at their profit margins, they are simply calculating Return on Ad Spend or ROAS.

Thus, they may decide to turn off the ad spend and stop this failing campaign because they “lose” $15 per sale. Or they may attempt to improve a Google Ads campaign that is already performing quite well.

But what if this addiction treatment center looks at the full-marketing funnel or Profit Funnel™ instead?

They would find that 20% of their customers have repeated their kit purchase every 3 months.

By the same token, they have not estimated the impact that their content development and social media efforts have on those conversions. And they were attributing the sale to the last touch-point.

As the buyer journey is not limited to a single channel, analyzing a single sales funnel could narrow your business focus and marketing assessment scope.

Moreover, this treatment center finds that 2% of the people who purchase their $10 test later sends a loved one to their center for a $15k treatment program. Those $20 in ad spend for each testing kit sale got the family to notice their services and inquire about their drug-rehab program. Therefore, for every 100 tests they sell, an average of 2 patients will join their treatment program generating a minimum of $30,000 in revenue.

Before I became the CMO, I was more focused on how we were spending our marketing budget than on how marketing could help drive long-term business objectives.But thinking like this holds businesses back. Marketing should be valued for its long-term potential, rather than its short-term efficiencies.

-Monty Sharma, CEO and CMO, Jenny Craig

So, What is Full Funnel Conversion Optimization or Profit Funnel™ Optimization?

As we have noticed, a full funnel evaluates the 360 degree customer journey with a company or brand. Its goal is not only to acquire a customer but also to understand, nurture and improve their relationship and experience with the brand.

It focuses on not only pre but post-transaction because it takes into account how this will affect the probability of increased number of subscription renewals or sales, lower customer rotation, lower customer acquisition costs, and increased profit margins.

As we can clearly see, even though it’s called a funnel, this model looks more like an infinite loop with many potential touch-points throughout the buyers journey, over time and across a multitude of devices and online/offline experiences.

Have you even thought of people interacting with your site or buying from you via Alexa? Full funnel analysis and optimization will deliver a more cohesive personalized experience to your online customer segments.

Have you even thought of people interacting with your site or buying from you via Alexa? Photo: Grant Ritchie via Unsplash.

1. Sales Funnel vs Profit Funnel™ or Full Funnel Optimization: Differences in Scope

One of the main differences between sales funnel and a full funnel conversion optimization is its scope. The oftentimes narrow span of a sales funnel is overshadowed by the number of elements or touch-points that a Profit Funnel™ considers.

Let’s check them out.

Single Path vs Infinite Loop: Are you optimizing for Omni channel yet?

The most evident difference between the sales and the Profit Funnel™ models lies in their reach. Highly restricted to a specific conversion path for the sales funnel versus a very broad view of the customer journey for the latter.

While most sales funnels are focused on a single transaction (such as a lead, sale or subscription) the full funnel or Profit Funnel™ acknowledges the entire lifetime of a potential customer or client. Its purpose is to allow us to take a step back and look at the entire customer journey or full marketing funnel and help optimize by what is most profitable without discarding the customer experience.

One Decision Maker vs Multiple Stakeholders

Have you been optimizing for a single decision-maker? Maybe you were leaving some marketing personas out of the equation. The higher the ticket price, especially for B2Bs, the higher the likelihood of having more than a single decision-maker involved in the purchasing process. Most companies will include different stakeholders’ input through the funnel and each one of them may further or delay that coveted B2B sale.

Sales funnel conversion optimization targets one person. Profit funnels recognize there is often more than one decision-maker.

Conversion Sciences Profit Funnel™ recognizes and accounts for this fact. Trying to optimize a single funnel to convert this lead is short-sighted, when understanding the 360 degree customer journey and optimizing for it, will significantly increase conversions and boost profit margins.

Single Device vs Cross-Device

We often find – when auditing a client’s conversion efforts – that their sales funnels don’t include mobile customers. Addressing this gap via mobile conversion optimization efforts has increased their profits manyfold.

The Profit Funnel™ recognizes the value of determining which of those platforms holds the highest potential for each particular conversion and finding a way to best optimize each path.

Sales funnels often focus on increasing conversions on a certain page on either mobile, tablet, or desktop. Thus, leaving out the reality that customers will interact with your brand, product or service in multiple ways and through as many devices as exist.

Have you even thought of people interacting with your site or buying from you via Alexa?

Full Funnel Conversion Optimization Enables a More Personalized Online Experience

The data-driven strategy of optimizing the full marketing funnel helps you identify consumer segments. Behavioral information can be collected in-store, online, and post-visit. The insights derived from this analysis helps you craft and deliver online personalized experiences to boost conversions and increase their contribution to your bottom line. All the while deriving insights to improving your marketing strategy.

“You are engaging with the consumer on an intimate level — they are telling you what products are interesting. That customer data is one of the most important things to grow your brand.” – Kate Kibler, Timberland’s VP of direct-to-consumer.

For high-traffic sites, Conversion Sciences offers the latest martech stacks – ML and AI-powered – via the Conversion Catalyst AI™. Our Conversion Catalyst AI™ builds a predictive model that identifies which visitors are ready to buy, and delivers the perfect experience so that they are more likely to buy from you. So you can deliver the most optimized experience be it on your website, on wearable devices, voice search, augmented-reality or any of the myriad of experiences the IoT brings us.

Full funnel analysis and optimization will deliver a more cohesive personalized experience to your online customer segments.

2. Sales Funnel vs Full Funnel Conversion Optimization Metrics

It’s hard to take a look at your full marketing funnel and try to gauge how well it’s working besides ROI and profit margins. But following those metrics without fully understanding which effort or efforts made the difference, is no way to run a business either. But lucky you. Full funnel is optimized with your bottom line in mind and a bespoke full funnel attribution will help you identify what’s helping and what’s hindering your conversions.

Therefore, the difference between sales funnel and full funnel conversion optimization is that you will end up concentrating your marketing spend on those efforts who bring in profitable returns. Much better than looking at a measly conversion rate. right? ;)

Sales funnel conversion optimization targets one person while Profit funnels recognize there is often more than one decision-maker.

Sales funnel conversion optimization targets one person while Profit funnels recognize there is often more than one decision-maker.

ROAS vs ROI

Are you narrowing your business focus down to sales funnels and conversion rates? Are you making decisions that affect your whole business by a simple ROAS? Or are you leveraging a 360 degree customer blueprint to improve your company’s profit margins?

Do you need your customer journey mapped? Check out Conversion Sciences conversion rate optimization audit services.

In the addiction treatment center example, when the sales funnel was not profitable (its ROAS was negative), they could have shut down the ad campaign. But when they looked at the full funnel (in-patient treatment registrations), the ad investment was profitable and it justified the initial losses in the funnel. It had a positive ROI.

Thus, by using both metrics, you can isolate those efforts whose ROAS may be positive but not their ROI, which takes into consideration not a single digitally advertised campaign but how each contributes to the business profit margins. And you can spare from killing efforts with negative ROAS because, in the end, their revenue-generating power is much larger than the one calculated from the revenue from ad campaign/cost of ad campaign.

By doing so, you change the focus to driving business performance, not just advertising performance.

Single Attribution vs Custom Attribution

Going back to the addiction treatment center example. There are things they do that contribute to their bottom line – such as informational blog posts, quizzes, etc. But their attribution model assigned the conversion value to a single Google Ads campaign.

People have several contacts with a brand before they even consider converting on that landing page, clicking on that PPC ad or that Instagram shoppable image. Which means that any and all contributions along the 360 degree funnel, or full funnel or Profit Funnel™ must be taken into account and their value toward each of the conversions (testing kit purchase, treatment) attributed properly to measure its impact on revenues and on profit margins.

While a single touch attribution model is a fast and simple way to allocate credit to a campaign, full funnel must use a bespoke or custom attribution model to understand what is working and what is not.

It’s common yet dangerous and naive to make assumptions about which touchpoint to attribute credit for a conversion. Oftentimes these assumptions are created from unrecognized personal bias and proven false through data analysis. This is one of the biggest reasons that analyzing all metrics is vital to a company’s long-term success.

Should you be stealing ideas from your competitors? Wouldn’t you like to know how their website is converting first? It turns out that you can, and Mike Roberts wants to make it cheap and easy.

Novelty Bias.

It is the tendency of new things to increase our interest in them. For a digital marketer, it means preferring one design over another because it is cool, interesting, or just new.

We are rapidly leaving what I call the era of the carousel. This was a period of time in which rotating carousels were added to the top of almost every business website on the planet.

One person did it. It was cool. Several more followed suite. Before long website templates made this a standard part of their designs.

And for many of you, it actually lowered conversion rates.

This is Novelty bias at work. It often involves stealing ideas from others without knowing if they work, simply because they are new or interesting.

We’ve always said you should “steal like a scientist” riffing on the title of Austin Kleon’s book “Steal like an Artist.”

This means testing any ideas you want to steal from your competitors or other sites.

But, what if you could just see the analytics of any of your competitors’ websites?

UPDATE: Nacho Analytics No Longer Available

In July of 2019, the data feed that powers Nacho Analytics became unavailable. As a result, the Nacho Analytics service is no longer available. Nonetheless, I hope you’ll enjoy my conversation with Mike Roberts.

Nacho Analytics with Mike Roberts

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Your online competitors are now exposed. Intended Consequences Podcast

Your online competitors are now exposed. Intended Consequences Podcast

Who is the most curious person you know?

I make a good living trafficking in curiosity, and it’s been on my mind for several episodes of this podcast, Intended Consequences now.

Tim Ash told us how to build a curious business (Listen).

Dr. Diane Hamilton tested me using her Curiosity Code Index (Listen). Would you be surprised to learn that my curiosity is quite suppressed?

But, who is the most curious person you know?

For me, the answer is Mike Roberts. Mike called me late last year and told me about a new product he was launching that would let me see the analytics of any website. Then he told me the name: “Nacho Analytics.” I’m sure I woke up babies all over the neighborhood.

I knew that companies would pay hundreds of thousands of dollars a year for this data. Mike wasn’t interested in this.

Mike is the Founder and CEO of SpyFu and Nacho Analytics. He is a digital marketing pirate, if you will. As I’m writing this, I realize he could be the “Dread Pirate Roberts” from “The Princess Bride.”

Find out why he’s pricing this so ANYONE can access it, and what Google said when they learned he was pumping his data into Google Analytics for easy access.

When you get back to the office:

If you’re afraid of Google Analytics, you are double handicapping yourself. Not will you not understand your own visitors, you’re missing out on understanding your biggest competitors’ businesses.

When you get back to the office…Subscribe to this podcast.

Because next time, I’m talking to Chris Mercer of MeasurementMarketing.io. My question to him is this: “How can anyone plug into Google Analytics? Where do we start?”

You’ll be surprised by some of his answers.

Resources and links from the Podcast

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What are the characteristics of a high-performing organic web page? How would you measure it? What are the things that get it shared?
In his Ungagged Conference presentation “Increasing Your Content IQ” Jordan Koene gives us three strategies for SEO Content that pulls backlinks and organic visitors to the page, the relevant engaged kind of visitors.

Key Strategies for Effective SEO Content

His advice is well-placed based on the data he presented from his company Search Metrics.

  1. Focus on Content Topics (not just keywords)
  2. Know your real competitors (not just the ones you hate)
  3. Understand what people remember (not just what you want them to remember)

Here are my instagraph notes from the presentation.

Click to Enlarge

Click to Enlarge


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
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The little yellow message in the upper right corner of your Google Analytics report can be somewhat unsettling. It appears when you use custom segments on a website has grown to hundreds of thousands of hits. The message is a warning you that the report you’re looking at is based on sampled data.

Does this mean the data is wrong? Can you use it to make decisions about your site? Can you share it with your boss?

The answer is, “Sometimes.”

In my article Everything’s Bigger In Texas: Sampling & Google Analytics Reports, I’ve drawn three conclusions that, if kept in mind, will make sure your reports are telling you the truth about your website — or something close to it.

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1: The Amount of Data Affects Sample Size

The percentage of pageviews that Google Analytics reports in the yellow box can tell you how accurate your report may be. The more data that Google has to analyze, the longer it takes.  So, if your report covers a larger the time, the sample size Google Analytics uses will be smaller. For certain types of reports, you’ll be limited to 90 days.

2: Use Sampled Reports for Large Datasets Only

If the number of datapoints in your segment is low, you will find the data in your reports to be less accurate. A report with on a segment with 50,000 sessions that is sampled may produce nothing but noise. I show you how to determine this in the column.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

3: Dialing Up the Sample Size Helps

“Moving your sample rate from 5% to 10% feels pretty insignificant.  It’s not, especially for segments that return smaller datasets.”

The larger your sample size, the more you can rely on Google’s reporting because the bigger the sample, the clearer the picture that analytics will be able to make using the data.

When your website grows beyond a certain point, Google Analytics is going to start taking shortcuts.  [pullquote]Don’t be the victim of a big Google Analytics lie[/pullquote]. Know what those shortcuts are and know how to get around them so that you are relying on data that tells the true story.

There are special visitors on your site right now. They blend in with all of the others in your analytics, but they behave differently from the others.

They visit more pages, spend more time, share more often and are more likely to buy from you.

Would you like to know them better?

Would you like to know how to treat them better?

Would you like to have more of them?

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Transcript

These visitors are your account holders. Some have bought from you. Some have not.

Account holders should walk around your site in their socks on the plush red carpet you’ve laid out for them.

  They’ve put forth more effort interacting with your site than your other non-buying site visitors because they’ve shown you buying intent.  And that’s a big deal for you.

In my Marketing Land column Use Google Analytics To Treat Your Account Holders Like Royalty I show you how to isolate these wonderful visitors and see how they behave.

What is tripping them up?

Where do they come from when they visit?

Do they respond to email?


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

In this episode of The Conversion Scientist Podcast, Brian Massey tells you how to gain insights from third-party tools in Google Analytics. He uses several video hosts as an example.

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Transcript and Images on Marketing Land

Watch the free eight-part bit-sized video mini-course

Since you are a student of our Conversion Course, you get the entire mini-course Video that Converts.

An important eight-part series on creating marketing videos that convert visitors to leads and sales from Conversion Sciences.

  1. How Faces Influence Video Marketing
  2. Using Video to Solve the Subject Matter Expert Problem
  3. How Marketing Videos Chase Viewers Away in the First Seconds
  4. Video Hosting-Why Youtube is the Wrong Choice
  5. How the Brain Processes Video
  6. Headlines that Get Visitors to Click Play
  7. How Motion in Marketing Videos Affects Viewer Attention
  8. Video Marketing Using Animation

Special thanks to Vidpow for producing the videos in our Video that Converts Mini-course.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

Are you blind because your Google Analytics setup has blind spots?

Do you know when one of your visitors gets a 404 error? You should.

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Transcript: Google Analytics Blind Spots That Must Be Corrected

Do you know how your overlay popups affect conversion? They really should know.

Is Live Chat helping or hurting your sales? You should know.

These are three of the most common blind spots we see when setting up analytics for our clients. Find out exactly how to remove these blind spots in your analytics data.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

Image Courtesy afullmer via freeimages.com

We have a recipe for setting up Google Analytics when we take on a new client. A few simple things can make all the difference.

Like naming your Views so that you can find the right one easily.

Or adding a RAW data view so that you can effectively “backup” your Google Analytics information.

I address these and a few more setup issues in my most recent Marketing Land Column, A Google Analytics Setup Checklist.

Listen on The Conversion Scientist Podcast

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The other lower-case filters are defined as follows:

Lower case campaign

The lower case campaign filter in Google Analytics

The lower case campaign filter in Google Analytics.

Lower case Referrals

The Google Analytics filter to make the referral field lowercase.

The Google Analytics filter to make the referral field lowercase.

Related Marketing Land Columns by Brian Massey


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

The graph above is real. It is the result of more accurately measuring the bounce rate of my blog.

Most of us, at one time or another, have not only been frustrated with our bounce rate, but completely puzzled about what to do about it.

In my latest Marketing Land article, Using A Google Tag Manager Listener To Get Your Real Bounce Rate, I will guide you toward a more accurate bounce rate. I will walk you through the steps to use The Timer Listener to time the visit duration of each of your visitors and get those percentages down where they belong.

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A bounce is any visit for which the visitor only looks at one page and does not interact with it. If you’re publishing a blog, this is truly unfair as someone may spend minutes reading a post, and still be counted as a bounce.

Fixing Your Bounce Rate

Find out how to ease some of your bounce rate stress along with the answers to the following questions and more.

  • What is Boing Fallacy?
  • Does Google Tag Manager (GTM) making anything easier?
  • How can I change the way Google Analytics calculates bounce rate?
  • How do I get that tenacious bounce rate down?

Recording your bounce rate more fairly makes you feel better, since your bounce rate should go down. This exercise will give you some experience in playing with GTM’s new listeners.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.