Improving Conversion Rates through Product Copy

When a brand asks me why their landing page isn't converting… ➡️ I ask one question: "Are you answering these 6 critical questions within 8 seconds of landing?" After auditing 200+ landing pages, I've found that high-converting pages (4%+ CVR) all answer these questions immediately: 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁? → Not just what it is, but what category it's in → Described with clarity a 5th grader could understand → No jargon or insider language 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗯𝗲𝗻𝗲𝗳𝗶𝘁 𝗺𝗲? → Benefits, not features (outcomes, not specifications) → Specific transformation language → Clear, tangible results they can expect 𝗪𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝗜 𝘁𝗿𝘂𝘀𝘁 𝘁𝗵𝗶𝘀 𝗯𝗿𝗮𝗻𝗱? → Social proof (reviews, testimonials, press) → Authority signals (certifications, expert endorsements) → Transparency elements (real customers, real results) 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗰𝗼𝗺𝗽𝗮𝗿𝗲 𝘁𝗼 𝗮𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀? → Direct or indirect competitor comparisons → "Why this works when others fail" section → Objection handling that addresses alternatives 𝗪𝗵𝗲𝗻 𝘄𝗶𝗹𝗹 𝗶𝘁 𝗮𝗿𝗿𝗶𝘃𝗲? → Clear shipping expectations → Delivery timeline prominently displayed → Location-based shipping estimates if possible 𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗶𝗳 𝗜 𝗱𝗼𝗻'𝘁 𝗹𝗶𝗸𝗲 𝗶𝘁? → Risk reversal (guarantee, warranty, return policy) → Frictionless return process highlighted → Customer service accessibility 𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗿𝗲𝘃𝗲𝗹𝗮𝘁𝗶𝗼𝗻: Most landing pages answer maybe 2-3 of these questions well, leaving massive conversion gaps. We worked with brand whose landing pages only clearly answered questions #1 and #2. They were converting at 1.6% despite excellent creative. After restructuring their landing pages to methodically answer all 6 questions, conversion rate jumped to 3.1% 𝗛𝗼𝘄 𝘁𝗼 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁 𝘁𝗵𝗶𝘀: 1. Audit your current landing pages against these 6 questions 2. Identify gaps and restructure your hero section to address them 3. Test different formats (hero section layouts, mobile-first designs) 4. Monitor metrics beyond conversion (scroll depth, time on page, exit points) Remember: Be smart with your copywriting, don't be fancy. Focus on speaking to a 5th grader with your copy. People are on their phones with notifications popping in. Make it frictionless.

From 3% to 6.8% conversion rate. How smart CRO added $1.2M to EBITDA Most portfolio companies leave money on the table by ignoring Conversion Rate Optimization (CRO). We worked with a business generating strong traffic but converting at just 3%. With no increase in media spend, we implemented a disciplined CRO program. Starting with funnel analytics, customer behavior mapping, and iterative A/B testing. We simplified the page design, rewrote the copy to align with customer intent, and introduced trust elements like social proof and risk-reversal offers. Over five months, the conversion rate climbed to 6.8%. That improvement alone added $1.2M to EBITDA. Pure margin, realized without incremental ad dollars. In private equity, we often focus on cost cutting or sales acceleration, but CRO sits at the intersection of both. Higher throughput with better customer experience. For digital-first or lead-gen-dependent portfolio companies, it’s one of the most underutilized and highest-ROI levers in the value creation toolkit.

"Let's make this shorter" has become the golden rule for SaaS copy. But some of the recent conversion tests coming out of Cognism and CloudTalk tell a completely different story. And the data should change how you look at conversion copywriting: We've all heard the advice to keep your writing clear and concise. And that advice seems like it makes perfect sense in a world where the average attention span is shrinking to 8.25 seconds – or even less. But there's a hidden challenge with ultra-concise copy. People pay attention to things that they find interesting. And if you don't give yourself space to say something your audience cares about, it's pretty hard to grab their attention. That's the idea Verche Karafiloska put to the test at CloudTalk. CloudTalk put up an ultra-detailed hero section that went deep on their features and benefits against a shorter, more concise variation. The result: a +165% conversion lift for the longer more detailed version – and an 80% increase in demos from their ideal-fit ICPs. And that's backed by a +40% conversion lift in a similar test Verche did earlier at Cognism. It's a great example of a situation where "best practices" don't actually turn out to deliver the best results in the real world. So what can we learn from this? ✅ Your audience wants substance. When you give readers detailed, meaningful information that answers their questions, they're more likely keep reading down the page – and ultimately convert. ✅ Longer copy is worth testing. Don't just assume shorter is always better. Longer, more detailed copy can dramatically outperform shorter versions when it's relevant to your ICP. ✅ Make your copy tight, not short. Instead of trying to keep your copy short, focus on making sure that every word delivers value and maintains reader interest. In 2025, buyers are hungry for real, substantial information about your product. They're looking for meaningful information that helps them make buying decisions. The goal isn't necessarily shorter copy. It's copy that's actually worth reading.

Let's talk about a fundamental change in copy strategy using a simple, relatable example—the marketing of a Credit Card. 👉 Before: The copy is straightforward, highlighting a key offer: “Welcome gift: 75,000 membership rewards points." While informative, it focuses purely on the technical reward, missing an opportunity to connect on a more personal level. Note: These points were redeemable for various rewards, including flights, dining, and experiences—a detail buried in the small print rather than celebrated. 👉 Transformation: The strategy shifts from stating what you offer to painting a picture of what life could be like because of it. It’s not just about the points It’s about the experiences those points could unlock. 👉 After: "Go on the vacation of your dreams, on us!" This approach transforms the message from a simple transaction—signing up for a credit card—to an invitation to experience something memorable, tapping into the aspirational desires of the target audience. 🎯 Behind the Strategy: Emotional Engagement: Moving the focus to the experiences made possible by the points, rather than the points themselves, we tap into the reader’s desires and aspirations. Simplicity: By distilling the message to a single, compelling benefit, the copy becomes more memorable and impactful. Call to Imagination: Encouraging the audience to envision their dream vacation personalizes the offer, making the action of signing up feel like the first step on an exciting journey. This strategic transformation in copy doesn’t just aim to inform—it inspires, engages, and ultimately, it converts. Try looking beyond your product to the possibilities it creates for the consumer.

Most Amazon brands are designing for themselves instead of their customers. And it's costing them millions in lost sales. I see this mistake everywhere: • Beautiful images that don't answer customer questions • Stunning brand stores that don't drive conversions • Perfect bullet points that nobody reads Here's the uncomfortable truth: Your design preferences don't matter. What matters is what converts. Last month, I analyzed why two similar products had drastically different conversion rates. Product A: Gorgeous photography. Artistic layouts. Award-worthy design. Product B: Simple images. Clear information. Obvious messaging. Product A converted at 8%. Product B converted at 23%. The difference wasn't product quality. It was customer-centric design vs. brand-centric design. Customer-centric design looks like: → Images that answer questions before customers ask → Copy that speaks to pain points, not features → Videos that build trust through authenticity → Layouts that prioritize information over aesthetics The biggest revelation from customer feedback: "I couldn't tell what size it was from the photos." "The description was confusing." "The video looked too professional to be real." These weren't design failures. They were customer understanding failures. The brands winning on Amazon don't design what looks good. They design what sells. The framework: • Customer research drives every visual decision • Pain points inform image priorities • Questions determine what information to highlight • Objections shape copy and messaging This applies beyond Amazon: Landing pages that convert vs. pages that impress. Email designs that drive action vs. designs that look pretty. I'm the founder of GigaBrands.ai, helping Amazon brands implement customer-centric design strategies. Your move: → Review your images: "What questions do these answer?" → Analyze your copy: "What pain points does this address?" → Test simple messaging against artistic messaging Stop designing what you like - design what converts. What's the biggest disconnect between what you liked and what actually converted?

Great copy doesn’t just sound good. It moves people to take action. And the highest-converting copy I’ve ever written always comes back to 3 pillars: 1️⃣ Pain Remind them what’s at stake. What problem are they living with right now? ↳ No attention = no urgency ↳ No urgency = no conversion 2️⃣ Promise Paint the picture of what life could look like after they buy. ↳ Show the outcome. ↳ Make it specific, not vague. People buy transformation — not features. 3️⃣ Proof You can’t just say it works. You have to show it. ↳ Testimonials ↳ Screenshots ↳ Data ↳ Case studies Proof kills doubt. And doubt kills sales. Want to write offers that convert faster? Pain → Promise → Proof. That’s the formula. Master those three — and watch your conversions climb.

If your copy sounds like it belongs in a boardroom or a bank lobby ... your buyer’s already mentally closed the tab 💤 It’s a common misstep (we've all done it once): Describing a product how the builder sees it instead of why the user needs it. You can tell it’s happened when the copy reads like this: ✨ “𝐀𝐈-𝐝𝐫𝐢𝐯𝐞𝐧 𝐜𝐚𝐬𝐡𝐟𝐥𝐨𝐰 𝐟𝐨𝐫𝐞𝐜𝐚𝐬𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐝𝐲𝐧𝐚𝐦𝐢𝐜 𝐞𝐱𝐩𝐞𝐧𝐬𝐞 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐢𝐳𝐚𝐭𝐢𝐨𝐧.” … instead of this: ✨ “𝐒𝐞𝐞 𝐲𝐨𝐮𝐫 𝐦𝐨𝐧𝐞𝐲 𝐜𝐥𝐞𝐚𝐫𝐥𝐲—𝐬𝐨 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐬𝐩𝐞𝐧𝐝 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐟𝐢𝐝𝐞𝐧𝐜𝐞.” If your audience can shrug and ask, “So, what?” — you're stuck in feature mode. (Scroll back to the first ✨ and you’ll feel it) ✅ Feature = what it does 💡 Benefit = what it fixes, saves, or makes the person feel People aren’t waking up thinking, “𝘖𝘩, 𝘨𝘰𝘴𝘩, 𝘐 𝘩𝘰𝘱𝘦 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘣𝘶𝘪𝘭𝘵 𝘢 𝘣𝘦𝘵𝘵𝘦𝘳 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮.” They want breathing room. Less dread. More solutions. TL;DR? Good copy tells you what a product does. Great copy makes you feel what life’s like with it. —— 🧠 Want to "pick my brain"? I did it for you. The image for this post is part of 𝑇ℎ𝑒 𝐶𝑜𝑡𝑡𝑜𝑛 𝑆𝑤𝑎𝑏 𝐶𝑜𝑛𝑢𝑛𝑑𝑟𝑢𝑚, my guide to writing copy that connects *and* converts. DM me for the full PDF (it’s free!) to get clear, actionable tips on writing better.