{"id":53281,"date":"2020-08-13T11:06:12","date_gmt":"2020-08-13T05:36:12","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=53281"},"modified":"2025-05-01T14:52:47","modified_gmt":"2025-05-01T09:22:47","slug":"copywriting-influences-conversions","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/copywriting-influences-conversions\/","title":{"rendered":"What Makes Copywriting An Underestimated Conversion Influencer"},"content":{"rendered":"\n<p>VWO\u2019s <a href=\"https:\/\/vwo.com\/webcast\/\">Masters of Conversion<\/a> webinar series recently featured Rishi Rawat, Founder, Frictionless Commerce, and Vipul Bansal from the VWO Marketing team.&nbsp;<\/p>\n\n\n\n<p>In this exclusive webinar, Rishi shares his nuggets of wisdom on <a href=\"https:\/\/vwo.com\/blog\/website-copywriting\/\">copywriting<\/a> and how to harness its <a href=\"https:\/\/vwo.com\/why-us\/technology\/visual-editor\/\">limitless potential in boosting conversions<\/a>.&nbsp;<\/p>\n\n\n\n<p>Rishi talks about how he discovered his passion and knack for copywriting and what his professional journey of over a decade has looked like. He emphasizes leveraging copywriting as a conversion catalyst and shares some actionable insights and tips for writing copy that converts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Copywriting: An Underestimated Conversion Influencer\" width=\"690\" height=\"388\" src=\"https:\/\/www.youtube.com\/embed\/_R0z4zQ6Sew?start=4&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Following are the key takeaways from the session:<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Rishi\u2019s introduction to copywriting\" id=\"rishis-introduction-to-copywriting\" data-menu-id=\"rishis-introduction-to-copywriting\" style=\"text-align:left\"><strong>Rishi\u2019s introduction to copywriting<\/strong><\/h2>\n\n\n<p>Rishi was initially never a copywriter. In fact, he stumbled upon copywriting while working in CRO. Over the years, he discovered that while running <a href=\"https:\/\/vwo.com\/ab-testing\/\">A\/B tests<\/a>, copy was seldom the focus. However, <strong>his own tests based on ideas and hypotheses around copy always had the best statistical outcomes<\/strong>. And that\u2019s how he came to realize the <a href=\"https:\/\/vwo.com\/blog\/ab-testing-gpt-3-5-turbo-ai\/\">importance of copy from a conversion perspective<\/a> and began to focus on it.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"The underestimated power of copy\" id=\"the-underestimated-power-of-copy\" data-menu-id=\"the-underestimated-power-of-copy\" style=\"text-align:left\"><strong>The underestimated power of copy<\/strong><\/h2>\n\n\n<p>To illustrate the power of copy, Rishi shared an example from one of his clients, Walkin Wheels, where his team used a rather unconventional approach to redo their category page.&nbsp;<\/p>\n\n\n\n<p>Originally, the category page featured their star products, highlighted their features, and had bold CTAs to direct visitors to the product pages. Rishi\u2019s team decided to run an experiment to see how the visitors would respond if the page highlighted the story of the brand instead of marketing any products at all.&nbsp;<\/p>\n\n\n\n<p>They removed the products from the page, added a \u2018See Products &amp; Details\u2019 CTA at the bottom, included videos, a picture of the founder, and a team picture. The new page focused on what the company is all about and why they exist. <strong>By making the brand\u2019s story the hero of the page, they noticed an uplift of 28% in their <a href=\"https:\/\/vwo.com\/glossary\/conversion-rate\/\">conversion rate<\/a>.<\/strong><\/p>\n\n\n\n<p>This success story is evidence that copy can make a remarkable difference in conversion rates. However, in order for copy to do so effectively, it needs to be optimized and well thought-through. And the first step towards writing copy that converts is understanding buyers\u2019 psyche.&nbsp;<\/p>\n\n\n\n<p>Rishi shares the <strong>12-point checklist<\/strong> that he has been using for years to write impactful and conversion-oriented copy.&nbsp;<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Buyers are skeptical of \u2018too good to be true\u2019\" id=\"buyers-are-skeptical-of-too-good-to-be-true\" data-menu-id=\"buyers-are-skeptical-of-too-good-to-be-true\" style=\"text-align:left\"><strong>Buyers are skeptical of \u2018too good to be true\u2019<\/strong><\/h2>\n\n\n<p>Buyers are extremely wary of any unrealistically great offer or even surprisingly premium features of a product that might seem too good to be true. Even the fact that you are way better than your competitor might potentially be a disadvantage if you don\u2019t address it, as buyers might doubt that an offering as good as yours could be a hoax.<\/p>\n\n\n\n<p>Therefore, whether it is in terms of product quality, features, or even your terms and policies, anything that could come across as unrealistically good should be appropriately addressed in your website copy.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Buyers find expertise sexy\" id=\"buyers-find-expertise-sexy\" data-menu-id=\"buyers-find-expertise-sexy\" style=\"text-align:left\"><strong>Buyers find expertise sexy<\/strong><\/h2>\n\n\n<p>Buyers are drawn to experts\u2019 opinions, and as a brand, if you can demonstrate your expertise, it would add to your credibility and get buyers to trust your word. However, merely stating that you are an expert isn\u2019t enough. Your copy must reflect your competence and convince the visitors that you are an industry leader.&nbsp;<\/p>\n\n\n\n<p>Take this example from Casper. The headline reads, \u2018We slept on more than 60 different pillows to find a fill that thrills\u2019.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1125\" height=\"1275\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/headline-on-Caspers-product-page.png\" alt=\"Headline On Caspers Product Page\" class=\"wp-image-53349\" style=\"width:452px;height:512px\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/headline-on-Caspers-product-page.png 1125w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/headline-on-Caspers-product-page.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/headline-on-Caspers-product-page.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/headline-on-Caspers-product-page.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/headline-on-Caspers-product-page.png?tr=w-375 375w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" \/><figcaption class=\"wp-element-caption\"><em><em>Example of a headline from <a href=\"https:\/\/casper.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Casper<\/a> that demonstrates their expertise<\/em><\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>They are clearly demonstrating their expertise. And when you are on this page as a potential buyer, you know that this pillow is the best because they&#8217;ve tested all the other alternatives out there.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Shoppers are influenced by implied messages\" id=\"shoppers-are-influenced-by-implied-messages\" data-menu-id=\"shoppers-are-influenced-by-implied-messages\" style=\"text-align:left\"><strong>Shoppers are influenced by implied messages<\/strong><\/h2>\n\n\n<p>While you want your copy to be crystal clear, you also need to bear in mind that explicitly stating everything in detail might end up doing more harm than good. It\u2019s always advisable to treat your prospects as smart individuals capable of filling in the blanks, and if you let them draw their own conclusions, you have a better shot at getting them to convert.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example of a headline that reads \u2018There are over 120 energy drinks on the market. We\u2019ve tried them all\u2019. Compare it to an alternative headline that says, \u201cThere are over 120 energy drinks on the market, ours is the best\u2019.&nbsp;<\/p>\n\n\n\n<p>While the first headline is subtle, the second one is the stated option where the marketer is spoonfeeding readers the idea that their brand is the best. According to Rishi, this is very ineffective. As much as possible, you want to go for the implied version of your copy and let customers fill in the blanks.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"We root for people who beat the odds\" id=\"we-root-for-people-who-beat-the-odds\" data-menu-id=\"we-root-for-people-who-beat-the-odds\" style=\"text-align:left\"><strong>We root for people who beat the odds<\/strong><\/h2>\n\n\n<p>As humans, we are fundamentally wired to root for those who beat the odds, and as a brand, you want to make sure your story reflects how you overcame certain challenges to get where you have. Every business has some or the other instance where they have beaten the odds, and this sometimes gets overshadowed by their achievements.&nbsp;<\/p>\n\n\n\n<p>Rishi suggests that you recollect such instances in your journey and incorporate them into your copy. Once done, your copy will speak volumes to your visitors about who you are as a brand and what you stand for. This works wonders in helping you form a deeper connection with them.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Readers and buyers love surprising details\" id=\"readers-and-buyers-love-surprising-details\" data-menu-id=\"readers-and-buyers-love-surprising-details\" style=\"text-align:left\">Readers and buyers love surprising details<\/h2>\n\n\n<p>Rishi believes that there are always tons of surprising and exciting details about any product that can get visitors interested in it and willing to engage with the brand. Discovering what those are is the first step of the exercise. Introspecting, talking to your team, and interviewing your customers can enlighten you with interesting details about your products that even you might find surprising.&nbsp;<\/p>\n\n\n\n<p>Editor\u2019s tip: You can also run <a href=\"https:\/\/vwo.com\/insights\/onpage-surveys\/\">On-Page Surveys<\/a> to collect first-hand information from your visitors on their preferences.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png\" alt=\"Blog Banner VWO Surveys\" class=\"wp-image-59727\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n\n<p>Once you have created a list of those, make sure your copy reflects them so you can utilize every opportunity to surprise and delight your audience and get them interested in your offerings.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"We are visual animals\" id=\"we-are-visual-animals\" data-menu-id=\"we-are-visual-animals\" style=\"text-align:left\"><strong>We are visual animals<\/strong><\/h2>\n\n\n<p>Since visuals are far more successful in capturing human attention and invoking an emotion, Rishi strongly encourages supplementing text with visuals wherever possible or using copy to evoke powerful visuals that elicit the desired reaction from your audience.&nbsp;<\/p>\n\n\n\n<p>Editor\u2019s tip: See how visitors are engaging with the images and copy on your page with <a href=\"https:\/\/vwo.com\/insights\/heatmaps\/\">Heatmaps<\/a>. <a href=\"#free-trial\">Start your free trial today!<\/a><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Buyers need the motivation to break a habit\" id=\"buyers-need-the-motivation-to-break-a-habit\" data-menu-id=\"buyers-need-the-motivation-to-break-a-habit\" style=\"text-align:left\"><strong>Buyers need the motivation to break a habit<\/strong><\/h2>\n\n\n<p>This point is a reminder that no matter what product or service you are offering, there will always be people ready to turn it down. It could be because they are in denial of the problem, or have already figured out a workaround for the same. In both these cases, you need to motivate them enough to go out of their way and consider your offering.&nbsp;<\/p>\n\n\n\n<p>Editor\u2019s tip: Use <a href=\"https:\/\/vwo.com\/insights\/funnels\/\">Funnels<\/a> to see where people are dropping off and find out why. <a href=\"#free-trial\">Take an all-inclusive and guided 30-day free trial with VWO Insights.&nbsp;<\/a><\/p>\n\n\n\n<p>Rishi, therefore, highlights that in most cases, your competitors are not just companies who sell the same product or service. You are also competing against the lack of motivation among your prospects to consider a new way of performing a certain task or recognizing a new problem that might require a solution. And addressing this adequately in your copy will work to your advantage by highlighting the real need for your product and motivating your audience.&nbsp;<\/p>\n\n\n\n<p>The example Rishi shares is that of a company selling hybrid exercise bikes. Their competition is not other companies that are also selling adult hybrid exercise bikes, but people who use workarounds because they have figured out other ways of being healthy. They might run on a treadmill, go for a jog outside, or do other forms of exercise.&nbsp;<\/p>\n\n\n\n<p>However, if they use a treadmill or go out for runs, one of the downsides is that they might be hurting their joints as research shows that running on the road or a treadmill puts a lot of pressure on joints, whereas bikes ease that pressure.&nbsp;<\/p>\n\n\n\n<p>So, Rishi\u2019s hypothesis is that instead of talking about competitor bikes or how amazing your own bike is on the product page, why not talk about the fact that it puts a lot less pressure on your joints if you ride a bike? That\u2019s a much more persuasive message because you are trying to compete against you running on a treadmill and not other brands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"\" id=\"\" data-menu-id=\"\" style=\"text-align:left\"><strong>Shoppers love personalized experiences<\/strong><\/h2>\n\n\n<p>Rishi believes that personalized experiences can go a long way in uplifting conversions. Not everyone in your target audience might have the same preferences; therefore, try to personalize your product page or sales pitch copy to accommodate for different segments in your audience group and engage better.&nbsp;<\/p>\n\n\n\n<p>Rishi shared an example of how his team redid the product page for an air purifier brand. They acknowledged that the page receives two kinds of visitors. Some very methodical people appreciate technical details about the product, and then some merely want a quick summary. And so they decided to create two versions of their sales pitch copy for the same page.&nbsp;<\/p>\n\n\n\n<p>They redid the product page and asked the visitors, \u2018How much time do you have?\u2019 If they clicked on \u2018I have two minutes\u2019, they showed them the shortened version of the sales pitch. And if they selected, \u2018I have time\u2019, they presented the more detailed version of their sales pitch. This test improved sales of this product by 30%<strong>, <\/strong>and it happened solely by personalizing experiences for the consumer.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1018\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png\" alt=\"Example Of Copywriting To Deliver Personalized Experiences For Visitors\" class=\"wp-image-53351\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/example-of-copywriting-to-deliver-personalized-experiences-for-visitors.png?tr=w-375 375w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\"><em>Example of leveraging copy effectively to deliver personalized experiences<\/em><br>Image Source: <a href=\"https:\/\/oransi.myvolusion.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Oransi<\/a><\/figcaption><\/figure>\n<\/div>\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Buyers love the idea of discovery\" id=\"buyers-love-the-idea-of-discovery\" data-menu-id=\"buyers-love-the-idea-of-discovery\" style=\"text-align:left\"><strong>Buyers love the idea of discovery<\/strong><\/h2>\n\n\n<p>People enjoy discovering something rare and exclusive that most others don\u2019t have access to. It makes them feel good about themselves and instills a sense of achievement in them. Therefore, if your copy can position your product\/service as something rare and make your audience feel as if they\u2019ve stumbled upon something worthy, they are most likely to stick around and explore it.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"We buy from people we like\" id=\"we-buy-from-people-we-like\" data-menu-id=\"we-buy-from-people-we-like\" style=\"text-align:left\"><strong>We buy from people we like<\/strong><\/h2>\n\n\n<p>Rishi emphasizes the fact that since the buyer and seller are socially distant when it comes to eCommerce, it can be tough to create a relationship deeper than a transactional one. Therefore, he believes that website copy must be leveraged impactfully to communicate your brand\u2019s authentic personality and inject a sense of likeability towards the brand so that the customer enjoys interacting with you.<\/p>\n\n\n\n<p>Editor\u2019s tip: A\/B test your site copy to figure out what makes your audience click.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png\" alt=\"Blog Banner VWO Copy generator\" class=\"wp-image-59725\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/08\/Blog-Banner_What-Makes-Copywriting-An-Underestimated-Conversion-Influencer-2.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Buyers are curious\" id=\"buyers-are-curious\" data-menu-id=\"buyers-are-curious\" style=\"text-align:left\"><strong>Buyers are curious<\/strong><\/h2>\n\n\n<p>While leveraged extensively in advertising, buyer curiosity is something copywriters can benefit from even for creating delightful digital experiences. Rishi highlights that humans are naturally wired to be curious, and as a copywriter, one must ensure that the copy they write invokes their visitors\u2019 natural sense of curiosity that entices them to explore your offerings.<\/p>\n\n\n\n<p><strong><em>Rishi\u2019s advice on:<\/em><\/strong><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Telling a story with constraints on the number of characters\u00a0\" id=\"telling-a-story-with-constraints-on-the-number-of-characters\" data-menu-id=\"telling-a-story-with-constraints-on-the-number-of-characters\" style=\"text-align:left\">Telling a story with constraints on the number of characters\u00a0<\/h3>\n\n\n<p>Rishi believes that limitations around the length of the copy aren\u2019t something that should hold copywriters back. In fact, he encourages letting the buyers decide the type and length of stories they want to read and urges copywriters to figure out a clever way of asking them if they want to skip to the important stuff or have time for a detailed pitch. And irrespective of the choice of the buyer, you must customize your copy for both scenarios. He adds that you mustn\u2019t have one sales pitch and force-feed it to every buyer because every buyer is different.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"How to keep quirky content from being misinterpreted by the audience\" id=\"how-to-keep-quirky-content-from-being-misinterpreted-by-the-audience\" data-menu-id=\"how-to-keep-quirky-content-from-being-misinterpreted-by-the-audience\" style=\"text-align:left\"><strong>How to keep quirky content from being misinterpreted by the audience<\/strong><\/h3>\n\n\n<p>The cornerstone of giving your brand a personality is letting your authentic and human self shine and reflecting it in your copy. Rishi emphasizes that if your brand is a quirky one, go ahead and ensure your copy reflects that. However, if that is not the case, do not force quirkiness in your copy (even if it improves conversion rates), it\u2019s fake.&nbsp;<\/p>\n\n\n\n<p>The bottom line is that buyers\u2019 purchase decisions are more often than not driven by emotion and are based on likeability. They are drawn to brands that are not afraid of showcasing their authentic personality to their customers. As a brand, the closer you are to being your authentic self, the higher your chances of striking a chord with your audience are higher.&nbsp;<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Copywriting for a B2B business: Does the same checklist hold true?\" id=\"copywriting-for-a-b2b-business-does-the-same-checklist-hold-true\" data-menu-id=\"copywriting-for-a-b2b-business-does-the-same-checklist-hold-true\" style=\"text-align:left\"><strong>Copywriting for a B2B business: Does the same checklist hold true?<\/strong><\/h3>\n\n\n<p>Rishi believes that as long as you are selling to humans, whether it\u2019s a committee of humans or an individual, the same copywriting principles apply. While certain aspects would inadvertently require modification for a B2B environment, the fundamentals of the checklist remain the same. You are still addressing a human in a different context, and therefore, it majorly boils down to fitting the checklist pointers in context for your brand and figuring out what works best for you.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Crafting conversion-centric copy within SEO constraints\" id=\"crafting-conversion-centric-copy-within-seo-constraints\" data-menu-id=\"crafting-conversion-centric-copy-within-seo-constraints\" style=\"text-align:left\"><strong>Crafting conversion-centric copy within SEO constraints<\/strong><\/h3>\n\n\n<p>Rishi thinks that while writing copy, SEO deserves paramount importance. He also believes that creativity blossoms within limitations and these constraints are what bring out the best in a copywriter. He goes on to admit that some of his best work has been produced within one constraint or the other.&nbsp;<\/p>\n\n\n\n<p>If you wish to know more about crafting compelling copy that resonates with your audience, check out this engaging podcast episode with Conversion Copywriter Eden Bidani.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-pocket-casts wp-block-embed-pocket-casts\"><div class=\"wp-block-embed__wrapper\">\n<div style=\"width: 100%; max-width: 690px; max-height: 100%; position: relative;\">    <div style=\"padding-bottom: 42.857142857142854%;\"><\/div>    <iframe title=\"Eden Bidani&#039;s 4 Unusual Conversion Copywriting Approaches - VWO Podcast\" src=\"https:\/\/pca.st\/embed\/njlrj4dn\" style=\"border: 0; border-radius: 8px; position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" allowfullscreen=\"true\" frameborder=\"0\"><\/iframe><\/div>\n<\/div><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"VWO and copywriting\" id=\"vwo-and-copywriting\" data-menu-id=\"vwo-and-copywriting\" style=\"text-align:left\"><strong>VWO and copywriting\u00a0<\/strong><\/h2>\n\n\n<p>We integrated Open AI\u2019s GPT-3.5 Turbo API with our <a href=\"https:\/\/vwo.com\/why-us\/technology\/visual-editor\/\">Visual Editor<\/a> so that every time you decide to run a test or deploy a change, you can generate copy recommendations in a language of your choice. 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You can <a href=\"#free-trial\">start a free trial<\/a> straight away to check this feature for yourself or <a href=\"#request-demo\">request a demo<\/a> from our experts.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>VWO\u2019s Masters of Conversion webinar series recently featured Rishi Rawat, Founder, Frictionless Commerce, and Vipul Bansal from the VWO Marketing team.&nbsp; In this exclusive webinar, Rishi shares his nuggets of wisdom on copywriting and how to harness its limitless potential in boosting conversions.&nbsp; Rishi talks about how he discovered his passion and knack for copywriting&#8230;<\/p>\n","protected":false},"author":344,"featured_media":55890,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":54,"footnotes":""},"categories":[1850],"tags":[],"feature":[1879],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-53281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-optimization","feature-deploy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Makes Copywriting An Underestimated Conversion Influencer | VWO<\/title>\n<meta name=\"description\" content=\"Learn how you can use copywriting to influence conversions on websites. 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