Conversion Copywriting in the Age of ChatGPT

Teddy Andrei - Digital Growth Consultant
October 16, 2023
5 min read

Conversion Copywriting in the Age of ChatGPT

Natural Language Processing (NLP) tech has already entered the mainstream with state-of-the-art “AI” tools like ChatGPT. Copywriting is easier than ever, right? While this new trend is surely sending shivers down the spines of the copywriting industry, I and many other marketers would argue that it is only something that can get you bare minimum level of copy when you lack the resources for proper copywriting. To get the best results, you will need to research and plan it systematically, and it will make a huge difference.

Copywriting is and always has been somewhat underestimated. However, if you work with CRO and A/B testing, what is one of the most common and basic tests that you can run: your main website tagline test. It’s one of the easiest tests to set up, and it can also be incredibly impactful. Why? Because it is the first thing that a potential customer will read, and it is the first impression of what your business is and what problem you can solve for them. The way you phrase this can completely change how your business is perceived. People don’t have the time to analyze your entire business, so make it easy for them to understand why they should care as soon as they arrive.

So, given the importance of only a few words, it is tricky to rely on a tool that probably doesn’t understand your value either. ChatGPT, in it’s current form, is arguably just a source for inspiration, and should never replace your copywriting efforts. That being said, copywriting is still a very valuable skill and an element of your online business that should not be overlooked. Every little word can completely change the way people look at your offer.

For your homepage / hero section:

Here is how I will normally recommend SMB’s to think about their copywriting on their most important pages:

1. Start by researching and understanding your own value proposition, the problems that you solve, your customer profiles, and competitors.

2. Go out and speak to your customers to get valuable feedback. Try to record these interviews (if possible), and make sure to pay atention to the fine details, such as the exact words that they use. 

  • What were their biggest doubts before purchasing? 
  • Did they consider any alternative products or competitors?

3. Write an outline of your copy based on these insights. Start with the most important parts which are mentioned more frequently by your target audience.

  • Make what you offer clear and simple, tell visitors what the value for them is in one sentence
  • Follow that with a subheadline explaining what you offer and why it’s useful
  • Next, include a bullet list of the key benefits, also based on the feedback from your customers or your research

For your product pages:

1. Include the basics, such as product name, price, a CTA, reiterate the value proposition

2. Show clear benefits and features (focus on benefits to the user)

  • What problem does it solve?
  • List everything the product can do/offer

3. List your technical information such as materials, size, and other specifications

4. Address any fears, uncertainties or doubts

5. Reduce purchase anxieties with a clear return policy or any other kind of guarantee

6. What can you expect after you buy it? How will your life look like when using this product or service?

Tips for using ChatGPT for Copywriting:

So, you've done your research, and you've interviewed potential customers. Now use what you learned and give ChatGPT prompts such as: "Write 10 headline variations for a X business with the following value proposition: Y. Also list several sub-headlines that refer to key benefits such as X, Y, and Z." Replace the variables with your own case based on what you have learned. Choose the most promising copy that fits your offer, and use A/B testing to see what drives the best results, performance-wise.

Another option that I typically recommend for businesses that do not yet have a lot of traction is to use platforms like UsabilityHub to do 5-second tests and check what people understand about your business after seeing your hero section for a very brief period. You can do this with any form of copy on any part of your website/platform/app.

At Marveltest, we have built our own in-house tool that simplifies this entire process and quickly generates what you need: MarvelGPT. It functions as an AI marketing assistant that allows you to generate unlimited on-brand copy, digital marketing strategies and even data analysis reports based on a live connection with your business data. If this sounds like something interesting for your business, let's get in touch!

A few extra tips:

  • Avoid overly-complicated words, obnoxious superlatives (unless you can back it up), buzzwords and jargon (unless this fits your brand messaging style). Stick to clear and simple wording, 
  • Use language that is close to what your target customer would use. Talk to your customer, and use “you”.
  • Revise and re-arrange your copy draft after a good night’s sleep, or get a second opinion from one of your peers. A fresh perspective will help you spot any errors or opportunities to make it more convincing.
  • A/B test it, starting with the biggest and most-impactful elements and then moving on to smaller elements

As always, be aware that these are only starting points. Most of this advice can be applied universally and successfully, but you must always confirm your assumptions with a structured testing framework. Never assume something works just because it seems like it will, otherwise you will be wasting money on designing and driving traffic to an online experience that doesn’t drive conversions.

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