Econsultancy: 90 years of wisdom on improving conversion rates

Although digital marketing is a new industry, many of the marketing theories have existed for more than 90 years and are being adopted by many online brands today to drive sales.
In 1923, Claude C Hopkins wrote the book "Scientific Advertising", which is regarded as a classic in the advertising industry. Hopkins pioneered segmentation testing of advertising and provided a series of principles that can be applied to digital marketing today to increase traffic and conversions.
David Ogilvy commented: No one should work in the advertising industry without reading this book at least seven times.
Hopkins was a proponent of quantifying and measuring the impact of advertising. He even pioneered the use of different “response codes” in email subscription advertising coupons to test the impact of different factors on advertising. This meant he could see which ads brought the best sales results. Because he worked in the newspaper advertising department, Hopkins' income was tied to the output of his ad space, so he would ensure that every word, image and white space delivered value.

Mail order advert showing response code:

Although this section was first published 90 years ago, the principles and examples are still very valuable to brands today:
1. Make it personal
Hopkins found that receiving a free gift was not particularly motivating for the user. It was so common in many cases that it was often overlooked. Instead, he suggested that if someone sent a letter telling them that they could redeem a book with their name on the front page, they would be more interested. As a result, almost everyone who received the letter replied and gave their personal information.
When people know something belongs to them, like if his name is on it, he will go and get it back.
Apple has used this approach to provide users with the option to personalize products during the checkout process. By showing a customized preview of the product you are purchasing, you can see your name on it and feel a sense of ownership over the product.

This simple trick will make you more likely to complete the order because your personalized product is waiting for you.
Linkedin uses the same approach to encourage people to change jobs. By showing your new role profile, Linkedin connects you to your new job. You can see your role, which makes you more likely to apply for the job.

Facebook also does this well. By displaying profile pictures and blank comment boxes in the comment stream, users can feel involved. This is just one step away from actually participating in the comment.

2. Limited provision

The biggest challenge of conversion is how to turn users' potential into actual purchases. Hopkins pointed out that common problems are that users are easily distracted and they will compare with other products. Adding restrictions, such as time limits, motivates users to act without thinking, because they are afraid of losing the daily group purchase. By providing limited-time group purchases and displaying sold-out products, it has a great driving force for users to buy. Once panic occurs, users will naturally place orders before comparison.

Hopkins went a step further, pointing out that by presenting users with the loss of hesitation, they will act faster. Energy comparison websites warn of future price increases to encourage users to switch now. For example, if a website simply makes a service that used to cost 10 yuan free, it may not cause much sensation. However, if the website marks the price as 0.1 yuan, it may make users feel that they have picked up a great bargain and think that the merchant has marked it wrong, which will spread quickly.

These sites haven’t gotten to the point where they’re offering the cost of not converting. But that can help people make the switch. For example, here’s how a price comparison site could present the cost to users:

3. Images <br /> In email marketing, placement has a cost, so every image should be worth it. Adding images will increase the cost of the ad, and you want to make sure there is enough return. Mead Cycle tests its images and layouts like a madman, even if it is costly.

Like Mead, Autoglass tests hundreds of images on home pages around the world to ensure it delivers the most appealing version for each visitor.
Although there is a certain cost to provide images on the website, it may produce completely different conversions. In the selection of images, each image should have its unique value.

4. Unique Propositions <br /> Anyone can advertise the cheapest or most convenient to use, the best in the world or the lowest price. Hopkins gave an example of a company that claimed that "our net profit is only 3%". Such a low profit margin naturally makes customers reluctant to bargain. The image of low prices is naturally created. Companies like Gocompare and MoneySupermarket have very specific propositions.

Confused.com shows precise savings and numbers of comparisons for Car and Home insurance.

Confused.com gives detailed savings on car and home insurance. By providing the value of the savings and the number of providers compared, users will trust the data and develop a sense of trust in the site.
Hopkins also cited an example from the manufacturer of Razor, which instead of talking about a quick shave, advertised a 78-second shave. This had enough data and testing to back it up, people believed in it, and sales went up.
By calculating the time people spend doing an activity and giving specific data, you will improve your credibility. Moneysupermarket's advertisement that says "complete the quota in 5 minutes" is more lethal than the slogan "finish it in a few minutes".

MoneySupermarket advertises that a car insurance comparison takes just five minutes.

5. Title <br /> Titles are often overlooked, but if used well, they can bring rich rewards. The media likes title parties. In newspaper news and advertisements, the title is the only opportunity to attract the attention of users. The purpose is to stimulate the interest of users.
Clear, irrelevant headlines may attract a lot of people’s attention, but they may not be interested in your product. People are short on time. Even in the 1920s, Hopkins noticed that people skipped 75% of paid content. Therefore, he concluded that the headline must focus on the value received by the user.
Hopkins gives the example of selling soap:
"Keep it clean" may appeal to some audiences, but it's nothing special after all "No animal fat" only appeals to a small group of people "Flowing" may be interesting, but it doesn't bring in potential buyers Good headlines should focus on "beauty" and "looks", which are what people want

The homepage of Visual Website Optimizer focuses on value to the user, with a very simple and effective slogan as shown below:

E.ON also has a carefully designed slogan that can both arouse user interest and convey relevant values:

The title was very successful and the campaign resulted in 300,000 user registrations and over 100,000 users filling out surveys.
Headline testing is very simple to implement and can bring high conversion rates. By focusing on the user and the core benefits your product provides, you can win the attention of your target market and convince them to stay on your website.

6. Commitment <br /> Many people doubt the value of commitment. Many websites provide relevant ridicules, but they do not see the difference when used properly.
Hopkins mentioned these issues. He found that when advertising a product, if the promise is made by the local retailer rather than the manufacturer itself, more people will buy it. Retailers like Schuh allow users to return products in offline stores, which gives users confidence. For retailers with only online stores, making this process clear and offering free returns can win more trust from users. ASOS provides a variety of return options, allowing users to shop with more confidence.

Going a step further than other retailers can earn you the promise effect. For example, Lovehoney offers a 365-day, no-questions-asked return policy, even if the item is used. By going a step further than usual, they stand out and build customer confidence and loyalty.

Hopkins mentioned that the most effective promise is to offer the product for free, such as a 30-day trial, and then pay if you want. This is undoubtedly a big boost to software sales, such as Spotify and Visual Website Optimizer offer a 30-day free trial, of course, there is no cost for users to use it

You can also reinforce this by not asking for credit card information, which means there is no risk for the user because the barrier to conversion is lowered. Generous return terms show your confidence in your products and services and give users a reason to buy your products.

7. Welcome to compare. The challenge for many websites nowadays is how to make better products or services known to others. Hopkins warns people to avoid selfish appeals when comparing with other products. On the contrary, by putting up a banner like "Try our competitors" to show that you are not afraid of competition, the effect is better. Sonos has run such an activity:

When promoting its products, it provides users with the option of "Google it". Of course, users may not necessarily search for it, but it does generate positive feedback.

Conclusion <br /> Hopkins' theory has been proven time and again over the past 90 years, bringing many benefits to those who use it. Remember Hopkins' words to make every image, every sentence and every function count, and quantify and test everything that works.

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