7 August, 2023

3 min read

C Conversion driving metrics to inform your copywriting

Copywriting is essential for any business owner looking to sell a product or service. But how do you know if your copy is working? Here are the top 5 metrics for your copywriting with links to fascinating studies for further reading.

Click-through rate, or CTR, is the percentage of people who click a link after seeing your copy. CTR is one of the most important metrics to measure the success of your content. A study by Smart Insights shows the average CTR for email marketing is 2.5%. In comparison, the average CTR for search ads is 3.17%.

To improve your CTR, ensure your copy is concise, relevant and clear to your target audience. Utilise attention-grabbing headlines and calls to action to encourage clicks. A/B testing can help you identify copy that resonates best with your audience.

Conversion rate is the percentage of people who complete a desired action, such as purchasing or filling out a form. A study by WordStream shows the average conversion rate for Google AdWords across all industries is 3.75%.

To improve your conversion rate, focus on the benefits of your product or service and use social proof and brand community to build trust with your audience. Make it easy for people to act by using clear calls to action and removing unnecessary steps.

Bounce rate is the percentage of people who leave your website without interacting with it. A high bounce rate can indicate that your copy needs to be more engaging or that your website is difficult to navigate. According to an article by Neil Patel, a website's average bounce rate is 45%.

To reduce your bounce rate, make sure your content is stays relevant to your target audience and provides value. Use clear headlines and subheadings to guide people through your website and make it easy for them to find what they are looking for.

The time-on-page metric measures how long someone spends on a specific page on your website. A study by Chartbeat tells us the average time spent on a webpage is just 15 seconds.

To increase the time people spend on your page, make sure your copy is engaging and provides value. Use visuals and multimedia to break up large blocks of text and make your content more appealing.

Social media engagement measures the likes, comments, shares, and other interactions your posts receive. According to a study by RivalIQ, the average engagement rate on Facebook is 0.09%.

To increase your social media engagement, your copy must be shareable and relevant to your target audience. Use visuals and multimedia to make your posts stand out and encourage people to interact with them.

Utilising these metrics can help you measure the success of your copywriting and identify areas for improvement. By focusing on these metrics and continuously testing and refining your copy, you can create varied types of content that resonate with your audiences and drive conversions for your business.