Writing Content That Convert Readers & Deliver Sales

By Scott Kuttner. in Blogging. Updated on June 21, 2021.

Conversion Rate Optimization is one of the most complex forms of writing in e-commerce. That is why very few writers claim to be able to do it. The fact is they are afraid to claim it. CRO is not just about writing. The psychology of sales actually scares most writers because there are so many elements involved of which writing is just one small part.

Of all writing, only CRO incorporates 3 of the 5 senses and depends upon influences outside of content to work. There are also 5 elements of CRO writing that have to be spot on in order for it to be effective when combined with other influencers.

This graph shows how all of the elements of CRO work in conjunction to turn a casual visitor towards and into the purchasing funnel.

There are 5 elements of content writing that the freelancer must learn to use together in order to start the targeted website traffic and random visitors down the path towards a sales decision. This style of conversion rate optimization content can be overwhelming for the content writer who is not familiar with content marketing.

The five elements of CRO writing are:

1. Attraction

This can be done both in the flash page that draws the traffic to your ecommerce website and in the title and first paragraph as well as liberally throughout the writing to create an attraction for the potential customer to the product or service.

This stage of the writing can incorporate the use of the senses (Sight, Touch, & Sound) which are used more heavily and with greater effect in the Retention (see below) process of conversion rate optimization.

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2. Weeding

Weeding is for many the hardest part of CRO content writing as it focuses on those who are really interested and weeds out those who would otherwise waste a salesman’s time. They are either prolonged page bouncers or extremely polite people who will read anything interesting.

The good freelancer, like the good salesperson, will spot these time wasters quickly and focus their attention where it counts.

3. Retention

Once attraction has been established and the bouncers and Klingons weeded out, the content writer ensures the potential customer remains in place by showing further value and providing the reader with information. Retention information is knowledge that the reader did not know which causes the reader to express their interest through research or by asking questions. It is the second stage of the sales funnel.

This can be done in a variety of ways. The most reliable retention information shows the reader new ways to use the product or service or benefits of the product or service above and beyond the obvious. Then, we move on to the conversion process.

4. Conversion

Conversion content is the most challenging of the process as it involves convincing the reader to commit to a positive act, like following a link to continue or making another form of commitment affirmation. This is the first yes that the content writer will attempt to solicit from the potential customer.

Many content writers who are brave enough to write CRO content will tell you that once they reach this stage of the game, they are confident of a sale. Others believe that this is the point where you are most likely to lose sales. Whether you are a glass half full or glass half empty content writer makes no difference here. Conversion content incorporates emotion and is the second stage of the sales funnel process.

5. Inspiration

Inspiration conversion content is different in that it begins on a new page of the process. During conversion, inspiration begins when the reader is convinced 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 encompasses the 3rd and 4th stage of the sales funnel.

The Senses

Of the 5 senses, 3 are used in Conversion Rate Optimization content in at least two of the steps towards leading a potential customer through the Purchasing Funnel.

This is done through convincing content that allows the reader to visualize the product or service using the senses as a guide through their imagination. While this may not sound as if it would be difficult, and it is, in fact, pretty simple if you are selling a barbeque grill; try it while selling a toilet plunger and see how far you get.

Read Also: The Basics Of Emotional Design

Psychology

A good CRO content writer must be familiar with various forms of psychological writing in order to succeed at conversion rate optimization. The most common of these are:

"Yes Building" which assumes the process of getting the reader accustomed to saying yes will lead to the final yes
Using the reader’s emotions to build positive momentum leading into the purchasing funnel
The use of colors on the webpage, in particular, the psychological aspects of certain shades that stimulate positive responses and lend themselves to higher sales

Conversion is a Team Effort

While these are effective sales tools when used separately or in conjunction with other techniques, in Conversion Rate Optimization content writing, these elements used together create a powerful tool that converts traffic into sales and puts money in ecommerce pockets. It takes a very good freelance content writer working with social media and the webmaster or his design team to pull this off successfully.