Writing Content That Converts Readers into Customers

Conversion Rate Optimization (CRO) is one of the most challenging aspects of writing for e-commerce. Few writers claim expertise in CRO, often because the process involves much more than just writing. The psychological aspects of sales can be intimidating, with writing being just one small component.

Among all types of writing, CRO uniquely incorporates three of the five senses and relies heavily on external factors to be effective. There are five key elements of CRO writing that must be precisely executed to work effectively in tandem with other influences.

The following graph illustrates how the various elements of CRO work together to guide a casual visitor into the purchasing funnel.

To effectively lead targeted website traffic and random visitors towards a sales decision, a freelance content writer must master these five elements of CRO writing. This approach to conversion rate optimization can be overwhelming for writers unfamiliar with content marketing.

The five elements of CRO writing are:

1. Attraction

Attraction can be achieved through the initial landing page that draws traffic to your e-commerce website, as well as through the title, first paragraph, and consistently throughout the content to engage potential customers with the product or service.

This stage of writing may involve using the senses (Sight, Touch, & Sound), which play an even more significant role in the Retention phase of conversion rate optimization.

2. Weeding

Weeding is often the most challenging part of CRO content writing. It involves focusing on genuinely interested prospects and filtering out those who would otherwise waste a salesperson’s time. These include prolonged page bouncers or overly polite individuals who will read anything interesting.

A skilled freelancer, like an experienced salesperson, will quickly identify these time-wasters and concentrate their efforts where it counts.

3. Retention

Once attraction is established and time-wasters are filtered out, the content writer’s job is to keep the potential customer engaged by demonstrating additional value and providing useful information. Retention involves sharing new insights that the reader didn’t know, prompting further interest and exploration. This represents the second stage of the sales funnel.

Retention can be achieved in various ways. The most effective method is presenting the reader with new ways to utilize the product or service or highlighting benefits that go beyond the obvious. This leads to the next phase: conversion.

4. Conversion

Conversion content is the most challenging part of the process, as it involves convincing the reader to take a positive action, such as clicking a link or making another form of commitment. This is the first “yes” the content writer seeks to elicit from the potential customer.

Writers confident in their CRO abilities often find this stage the most rewarding, while others view it as the point where sales are most vulnerable. Regardless, conversion content relies heavily on emotion and is the second stage of the sales funnel process.

5. Inspiration

Inspiration-driven conversion content differs because it begins on a new page of the process. During conversion, inspiration starts when the reader is persuaded to click and follow a link that takes them further down the Rabbit Funnel. This is the page that inspires the customer to take action and involves the 3rd and 4th stages of the sales funnel.

The Senses in CRO Writing

Among the five senses, three are actively used in Conversion Rate Optimization content during at least two stages of guiding a potential customer through the Purchasing Funnel.

This is achieved through compelling content that enables the reader to visualize the product or service, using sensory cues to guide their imagination. While this might seem straightforward – like selling a barbeque grill – applying the same technique to something like a toilet plunger is much more challenging.

The Role of Psychology in CRO

A successful CRO content writer must be well-versed in psychological writing techniques, including:

• “Yes Building,” which relies on accustoming the reader to say yes, ultimately leading to the final affirmative.
• Leveraging the reader’s emotions to build positive momentum towards the purchasing funnel.
• Strategic use of colors on the webpage, particularly shades that stimulate positive responses and enhance sales potential.

Conversion is a Team Effort

When used individually or in combination, these techniques are powerful sales tools. In CRO content writing, integrating these elements creates a potent strategy that converts traffic into sales and drives revenue for e-commerce businesses. Success requires a skilled freelance content writer collaborating closely with social media experts and the website’s design team.