Every DTC business is constantly optimizing its conversion rate. It's easy to understand why. If it gets low, they start going into debt. If it increases, their business is growing.
Here's the thing:
If you don't want your conversions to drastically lower in the future, it's a best practice to check if your copywriting doesn't have any blunders.
P.S. These mistakes are often overlooked
Quick Summary
This blog highlights common copywriting mistakes that can hurt DTC businesses' conversion rates.
Lack of attention-grabbing elements: Failing to engage customers with humor or intriguing content.
Inconsistent brand voice: Mixed tones across platforms can drive visitors away.
Overusing AI: AI-generated copy lacks emotional appeal, which is crucial for sales.
No research: Writing without understanding customer needs leads to ineffective copy.
Focusing on features over benefits: Customers care more about how a product will make them feel.
What is a conversion rate?
A conversion rate is a metric that can make or break a business. It's the ratio of people clicking on your website to people purchasing a product.
So if your website has 10'000 daily users and 1'000 people purchase a product, you have a conversion rate of 10%.
Alternatively, it is also the ratio of people clicking on an ad to people purchasing.
What is a good conversion rate?
Typically, a good conversion rate depends on your industry. For DTC it is 2-5%
Copywriting Mistakes: Lack of appealing elements
Imagine hopping on a Zoom call with your boss, and before you have the chance of saying anything, he starts having a 10-minute monologue talking about himself.
Would you pay attention to every detail, and not fall into hypnosis? Of course not.
But here's the deal:
Similarly, if there is a lack of elements that maintain attention, it's a copywriting mistake, and your audience will have a quick trip to Snore Town.
These attention-maintainers are open loops, humor, pattern interruptions, and so on...
Here are all of the elements that will quite literally punch your business into the sky. In a good way.
Copywriting Mistakes: An inconsistent brand voice across your platforms
Picture yourself winding down after a long day. You pick up the remote, turn your TV on, and BOOM!
You forgot that the volume is on max. Yes, that almost gave you a heart attack. But consider your site visitors too!
It gets worse:
In copywriting, this mistake will make your visitors leave your website, leading to a high bounce rate.
Check your Facebook campaigns, product descriptions, home copy, everything... The more smoother you make the customer experience, the higher the conversions.
Copywriting Mistakes: Using AI incorrectly
AI is great for a lot of things. It can take care of the repetitive tasks you hate doing, and conduct decent research.
However, when was it that a robot had feelings? Never.
Copywriting is the act of writing to drive some kind of action. Over 95% of purchase decisions are emotionally based.
Here is an example:
🗙 This coffee syrup saves time
✔ Sick and tired of rushing your morning? Try this coffee syrup.
If you write your copy mainly with AI or try to improve it with AI, all of your human perks are erased. This means your customers won't buy emotionally.
Shhh... Are you sure your copywriting isn't costing you sales?
Find out if your copywriting is leaving money on the table.
Copywriting Mistakes: No research beforehand
If you find yourself looking at a blank canvas when writing copy, I know exactly why.
Conducting research before writing your copy is a crucial step. It saves time and you will know your customer's pain points and desires better.
Here's the kicker:
Writing without research is like trying to assemble an entire room full of IKEA furniture, but the only problem is...
You threw out the manual.
Copywriting Mistakes: Talking too much about the features instead of benefits.
The Ferrari 458 Italia has 562 horsepower, all with a 4.5-liter V8 engine.
Grip through the road with our Ferrari 458 Italia. The roaring 4.5-liter V8 engine and 562 horsepower will ensure you will never miss a family reunion.
Do you see the difference?
Talk about how the customer will feel like using your product.
But wait a second...
Are you willing to make your DTC business stand out using my unique process?