This episode features Lianna Patch, a conversion copywriter and comedian, who discusses integrating humor into e-commerce copy to enhance brand likability and boost sales conversions. She emphasizes that good copy isn't just about being funny; it's about strategic messaging research and understanding customer psychology to drive action. The episode is especially valuable for e-commerce operators looking to refine their on-site and email copy for better engagement and ROI.
Key takeaways
When testing copy, prioritize a logical testing framework. Start with fixing technical issues, then conduct qualitative research to inform messaging, and finally A/B test new copy variations against the control to measure conversion rate changes.
Long-form copy is effective for higher-priced or more complex products, as it allows for comprehensive education and objection handling. Don't shy away from longer copy if it provides necessary information.
Don't just hammer customers with sales offers in emails. Implement a software-onboarding approach for welcome series by introducing the brand and building rapport before pushing sales to create goodwill and customer relationships.
Humor in copy can increase brand likeability and conversion rates, but it needs to be strategic and backed by research. The goal is to make customers pause, smile, and click.
Evaluate entire product pages holistically, including UX and heuristic audits, not just individual copy elements. Often, fixing broken links, improving image zoom, or providing material details alongside copy changes can significantly impact conversions.
Today’s guest, Lianna Patch, is a conversion copywriter at Punchline Copy and a comedian. She’s written copy for Freshbooks, Manly Bands, GhostBed, The Contract Shop, and more, and regularly speaks at ecommerce and software conferences all over the world. Her work has been featured by Copy Hackers, HubSpot, Conversio, Autopilot, BigCommerce, ConversionXL, and lots more. We’ve talked about copywriting on the show before, so you know how important it is. Lianna uses her interest in copy as well as stand-up comedy to get better conversion results. She shares how you can use a little humor in your copy to increase your brand’s likeability and increase sales conversions. To learn more, visit: https://electriceye.io/podcast Resources: Learn more at https://punchlinecopy.com/ Learn more at https://snapcopy.co/ The Contender: https://punchlinecopy.com/shop/the-contender/ Twitter: https://twitter.com/punchlinecopy Start a Simplr free trial: simplr.ai/honest Are you a maker, crafter, or small manufacturer on Shopify? Get easier production scheduling & inventory management with Katana. You can try it free for 14 days. By using the promo code “HONEST” you'll get 30% off your first 3 months of paid subscription! Sign up at Katana’s website here: www.katanamrp.com. Honest Ecommerce is produced by Crate Media
When testing copy, prioritize a logical testing framework. Start with fixing technical issues, then conduct qualitative research to inform messaging, and finally A/B test new copy variations against the control to measure conversion rate changes.
What does this episode say about conversion & cro?
Long-form copy is effective for higher-priced or more complex products, as it allows for comprehensive education and objection handling. Don't shy away from longer copy if it provides necessary information.
What does this episode say about customer retention?
Don't just hammer customers with sales offers in emails. Implement a software-onboarding approach for welcome series by introducing the brand and building rapport before pushing sales to create goodwill and customer relationships.
What does this episode say about brand & content?
Humor in copy can increase brand likeability and conversion rates, but it needs to be strategic and backed by research. The goal is to make customers pause, smile, and click.
What does this episode say about brand & content?
Evaluate entire product pages holistically, including UX and heuristic audits, not just individual copy elements. Often, fixing broken links, improving image zoom, or providing material details alongside copy changes can significantly impact conversions.
