Improving existing copy has been difficult - how do you know what to improve? That is exactly why we built Wynter.
Wynter gives you data on how your audience perceives your copy - what's confusing or unclear, what questions remain even after reading everything.
Fixing those issues is how you convert more customers.
Getting someone to buy or sign up is a symptom, a lag measure. Sign up is the effect, to get more signups you need to focus on the cause (lead measures).
While a lag measure tells you if you’ve achieved the goal, a lead measure tells you if you are likely to achieve the goal.
Lags are measures are the key outcomes - demos booked, revenue, profit. They are called lags because by the time you see them, the performance that drove them is already passed. You can’t do anything to fix them, they are history.
It's extremely difficult to make "messaging convert better", but it gets dramatically easier if you focus on lead measures. I distill messaging down to these 6 measures:
1. Clarity. Do they get it?
2. Relevance. Is this aligned with their priorities and challenges?
3. Value. Do they want it?
4. Differentiation. Why choose us over alternatives?
5. Engagement. Is it interesting or boring? Do they want to keep reading?
6. Brand perception. Do we come across the way we want?
These lead measures track the critical components that drive messaging effectiveness. They predict success of the lag measure and are influenced directly by you.
Sometimes you want to focus on 3-4 lead metrics, sometimes all 6 matter. Depends on the page and its goals.
This is exactly how we've designed the message testing methodology at Wyntethe very people you're marketing to perceive your messaging