Find the roadblocks and missed opportunities in your funnels with a Conversion X-ray

If you’re not getting the leads, sales and revenue you’d expected from your marketing funnels, there’s likely a bottleneck or two somewhere in the system.

Could be something as big as a message-to-market mismatch… or something as small as button text that doesn’t inspire the click.

The truth is, no business has perfected every step in their sales process and prospects will always drop off at the weakest point.

That’s why it’s important to regularly assess what’s happening in your growth funnels for the entire customer lifecycle (including your lead, sales, retention and reactivation funnels).

And always be optimizing.

A conversion x-ray takes a deep dive into your marketing funnels to find the roadblocks and missed opportunities that are holding back your conversions. And ultimately your revenue. So you can…

Make the most of the traffic you’re already getting.

Converting cold traffic is hard. And expensive.

So it only makes sense to make the most out of the traffic you’re already getting, right? Not only will it help convert more customers, but it will help reduce those front-end costs.

But to do that, your conversion funnel has to accomplish 7 goals:

➡️ Create focus

➡️ Provide structure 

➡️ Stay consistent 

➡️ Show benefits 

➡️ Draw attention 

➡️ Build trust 

➡️ Reduce friction

How to make your conversion funnel meet these goals and then some

I can help you meet these goals by viewing your funnel through the eyes of your prospects and customers with recommendations on ways to improve the UX (user experience).

I’ll also provide recommendations on how to improve the conversion power of your funnel messages using 9 Copy Sweeps evaluated through the lens of my 7-Cs Copy Rubric.

9 Copy Sweeps

  1. Big idea, theme, promise, offer
  2. Voice and tone
  3. Style (using either your style guide, AP or Oxford)
  4. So What (WIIFM – What’s In It For Me?)
  5. Proof
  6. Specificity
  7. Heightened emotion
  8. Risk reversal
  9. Accuracy

7-Cs Framework for Conversion-Driven Copy

Let’s make your copy as interesting and persuasive as it can be by making sure it’s always…

  1. Clear
    • Clear Messaging: Ensure the copy communicates the intended message clearly and directly, avoiding confusion or ambiguity.
    • Succinctness: Use concise language that gets to the point quickly, respecting the audience’s time and attention.
    • Distinctiveness: Craft copy that stands out from the competition, offering a unique and compelling proposition to the audience.
  2. Customer-first
    • Audience Understanding: Develop a deep understanding of the target audience’s needs, pain points, and motivations to tailor the messaging effectively.
    • Empathy: Connect with the audience on an emotional level, addressing their concerns and aspirations with genuine empathy.
    • Solution Focus: Highlight how the product or service solves the audience’s problems and fulfills their desires, positioning it as the ideal solution.
  3. Compelling
    • Persuasive Language: Use persuasive language and psychological triggers to capture attention, evoke emotions, and drive action.
    • Benefit Emphasis: Focus on highlighting the benefits and value propositions of the product or service, rather than just features.
    • Engagement Hooks: Create compelling hooks and openings that draw the audience in and encourage further exploration of the offering.
  4. Consistent
    • Brand Voice Alignment: Maintain consistency with the brand’s voice and tone, ensuring that the copy reflects the brand’s personality and values.
    • Message Consistency: Ensure consistency in messaging across all channels and touchpoints, reinforcing key brand messages and value propositions.
    • Visual Consistency: Align the copy with visual elements such as branding, design, and imagery to create a cohesive user experience.
  5. Contextual
    • Relevance to Audience: Tailor the copy to the specific needs, interests, and preferences of the target audience, ensuring relevance and resonance.
    • Funnel Alignment: Ensure the copy has an obvious path flow. Where did people come from? Do they know what to do next? Have you given them what they need to proceed?
    • Stage Alignment: Align the messaging with the audience’s stage in the buyer’s journey, providing appropriate information and CTAs for their current level of interest and intent.
    • Audience Origin Recognition: Recognize the source or context from which the audience accessed the copy (e.g., landing page, email), and tailor the messaging accordingly.
  6. Credibility
    • Trust Indicators: Incorporate trust indicators such as testimonials, reviews, endorsements, and guarantees to build credibility and alleviate doubts.
    • Factual Accuracy: Ensure that all claims and statements made in the copy are accurate, verifiable, and supported by evidence.
    • Authenticity: Maintain authenticity and transparency in the copy, avoiding hype or exaggeration that could undermine trust.
  7. Conversion Optimized
    • CTVs and CTAs: These are visually obvious, strong and motivating. CTVs (Calls to Value) are used everywhere before the sale. CTAs (Calls to Action) are reserved for purchase buttons and text links in the shopping cart or sales page.
    • Copy Testing and Optimization: Continuously test and optimize the copy to improve its effectiveness in driving conversions, leveraging data, analytics, and user feedback.
    • User Experience Focus: Consider the overall user experience and usability of the copy, ensuring that it facilitates smooth navigation, engagement, and action-taking.

If it sounds like a Conversion X-ray could be helpful to you, just click below to get the conversation started.

X-ray My Conversion Funnel

Your revisions are HOT

“Thanks, Kammy. Your suggestions for the CWB promo are excellent! By the way, your revisions to our website and e-mail sales letter are HOT. Thanks again for all your help with that, too.”

Craig Palenshus, Marketing Director,
Communication Resources