How do you turn great home page copy into killer home page copy?

Optimization is an iterative process.
Your copy is never “done.”
So although we more than doubled SweatBlock.com’s revenue by applying these 3 copywriting principles – messaging hierarchy, specificity and appropriate CTAs – we weren’t about to stop there.
This spring, we worked with the SweatBlock team to run another copy test on their home page.
To Figure Out What to Test, We First Had to Do the Unsexy:
Develop an Hypothesis About What Wasn’t Working
When you get a statistically significant paid lift of 108%, you might tell yourself it’ll be tough to beat that winning copy.
And you’re right: it probably won’t be

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The 3 copywriting principles we followed to 2x SweatBlock.com’s revenue

Start with a messaging hierarchy.
Be specific.
Use calls to value, not just calls to action.
Those are the 3 copywriting practices we put into play to optimize the copy on the home page of SweatBlock, a top-rated clinical-strength antiperspirant.
The result? A 108% lift in revenue.
Yup, our copy more than doubled revenue attributed to the home page.
Now, to be clear, when I see numbers like that, I’m as skeptical as the next person. Even I can’t believe copy is as powerful as it is. “Really? Just use specific phrasing and double my biz? Really??”
Yeah, I hear you.

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