Pop Tips to Improve Your Website’s Copy

Yes the rumours are true, I used to think a copywriter was someone who wrote legislation and trademarks…. To my relief, I was mistaken.

Copy refers to written content that helps increase your brand. In this case, we’re referring to the copy on your website. It is often overlooked how important it is to a site and how much of an impression it can leave on readers (both good and bad, depending on the content…)

Here are some top tips we’ve come up with to improve the copy on your site to start increasing your conversions:

Positioning your copy

Not only is the wording of your copy important, but the positioning of it too. Your page should read like a sort of story, and it should make sense. It’s like if you were reading and the chapters are all muddled up, you wouldn’t want to carry on reading.

I have found that wireframing copy has been incredibly useful. This takes a little time to do, but it is so worth it. 

https://wireframe.cc/ is easy to use and it’s free, the designers find it especially useful when I’ve done the copy for a site and I send over where I think each section should go. 

Use specific stats 

It’s important to back up your claims with evidence. Generally if there is a generic and cliched statement, users will assume you are lying. 

If you know you have a fast delivery service, you could write:

However, users are more likely to believe something like:

Using specific statistics will help improve your trustability and also reflects how good your business truly is!

Make a list of value propositions

A value proposition is what the user is promised if they buy/use your service. They need a reason to buy – what’s in it for them? It’s useful to ask yourself: what do we need to tell the user to make them go from a searcher to a buyer?

It’s good to make a claim about your product, but you have to prove it. Nobody likes generic statements about a product. Imagine all the users reading your site are singing the Shania Twain song ‘That Don’t Impress Me Much’. 

You need to think about what makes your company unique. Why should people buy/use your service over your competitors? Then… you need to project that to the world.  

Remove any unnecessary waffle

Everyone is busy, and our attention spans are down to an average of about 12 seconds. You want to make sure you get everything you want to across (and as quickly as possible). Concise and compelling copy is much more appealing than paragraphs of drivel. Tying this in with your value propositions is a good starting point. Make a list of 5 things that make your company unique/are a benefit to customers, and go from there. 

Look at your testimonials

Sometimes the perfect wording comes right from the horse’s mouth… or their fingers in this case? Often, past customers can sum something up perfectly. You’ll find out what your target audience cares about the most when it comes to your product. This is also a great way to find out the reason why customers came to you in the first place and shows real life experiences with your product, and maybe even some benefits you wouldn’t have thought of.

It’s also a good idea to check out some of your competitors’ reviews and find out what customers say is a negative of theirs, and try to focus on how your company doesn’t do those things.

For example, if the general consensus of a hoover is that it doesn’t work too well on dog hair but you know yours does, you want to hone in on the fact that yours excels at that.

Copywriting is a key component to any website. If you want someone to help rewrite your content to better portray your business and its value, get in touch with us today.

5 Steps to Improve Your Live Chats for UX

Live chats are an excellent resource to help you assist users almost instantly. They also provide an avenue to direct them to the end goal of your site, making conversions more likely.

For one of our clients, we focused on improving their Live Chat feature in order to improve their UX (user experience). We did this in 5 main ways:


We added a face to the name

Changing the avatars from robots to human faces helped add more of a personal touch to the chat. Users are more likely to feel comfortable talking to someone they can see that looks friendly and welcoming, as is the same with most customer service.


Set up a greeting that pops up after 10 seconds on the page

We have all experienced entering a shop and a staff member asking us if we are okay the second we walk through the door. You feel like you haven’t had time to have a look around to have any questions to ask! 

This is why we set this greeting to come up after 10 seconds. This way, it isn’t in the face of users who aren’t interested who would instantly click away. Those interested will have had time to process what they are looking for and know if they need the help. This greeting offered a quicker route for the user to get the answers to the questions they needed and also offered a reminder in case they missed the fact there was a live chat option.

Added clear CTA’s

These allowed users two clear options; to either start a chat or go straight through to booking. This meant there was another route straight to the booking form which would ultimately increase the likelihood for conversions.


Styled the live chat to match branding and avoid collisions with mobile elements 

Instead of looking like a separate plugin, matching a chat’s branding with the site helps create more trust with the company. It reassures the user that it is part of the company they are looking at, making them more likely to get in touch as they will have the information they need on hand. 

Typically live chats float above the page which may impede access to other elements of the page itself. We made changes to the page so that the information was accessible across all devices, which is something often overlooked. 


Personalised live chat messaging

Depending on the page the user was viewing, the live chat’s greeting was changed in order to fit the content and make the wording more appropriate. For example, if the page was for Boiler Services, the live chat would say: ‘Hi, got a question about your boiler? Let’s chat, or book an expert today’. The idea was that the user would be more likely to use the live chat facility if they were asking questions that were better aimed at what they were searching for. 


One week after these changes, we found that:

For their second site, there was a:


From the results, it is clear that optimising the live chat pop up helped increase conversions by improving the UX. We find it is often the small changes that make the biggest difference. 

Is it time that you looked at the live chat on your site too? If you think you need help improving your UX, get in touch today.

Our Top Tips For Setting Up A/B Split Tests

At Pop Creative, we have extensive experience in running A/B and multi-variant tests. Our team of conversion rate specialists combine their knowledge of how to create a great user experience to come up with new variants that increase conversions.

An A/B split test is simply a test that is run on a website between the original and a variant. Traffic is usually split equally between the two versions so a fair result can be produced. Variations can include anything from a very simple design or copy change to a whole redesign of a page (or pages).

The main purpose of a split test is to ultimately improve conversions on a website. The good thing about split testing is that you get to have an insight into whether the change will actually have a positive impact before making the change permanent. Whether you are going to make a small or a big change, it can all lead you to an increased conversion rate.

Another benefit of running split tests, rather than just making the change straight away, is that you remove external factors that could sway the results such as; seasonal trends, marketing campaigns and any other changes that have been made to the site in that time.

We have put together a list of our top tips that you should think about before you set up an A/B split test.

1) Don’t have any assumptions

Before beginning a split test, it is important to have an open mind and not try to predict the results. It is bad practice to assume that because a particular design element works for one website, that it’s going to work for every website. Start your test with a hypothesis, but be prepared for the result to go ways that you may not expect.

2) Analyse the needs of your audience

Websites with high conversion rates will be the websites that know their target audience well. The idea of split testing is to test whether a certain element will attract your audience more. Colours, wording, button size, and the way something is laid out on the page are all elements that need to be considered. Carry out extensive research into your demographic and what they expect to see on a website. It is also a good idea to discover what issues your users may be experiencing with the current website. You can then address this within the test.

3) Run the split test for long enough

You will need to run an A/B split test until it reaches statistical significance. Firstly, this means testing a large enough sample size. Depending on the amount of traffic you get through to your website, you should run the test until a large percentage of your monthly traffic has viewed both of the versions. Using a split testing software like Google Optimize, will help you hugely when deciding on ending a test. It will let you know when a test has drawn a conclusion and has been running for a sufficient amount of time. A split test should ideally be run for a minimum of a month, to be able to fairly compare users that visit at different times of the month.

4) Keep the test running

The most important thing to do when running a split test is to let it run. No matter how you think the test is going, leave it alone. Keeping a close eye on a test is recommended to notice any potential tracking issues which might invalidate the results, but don’t be tempted to end the test early if it’s not going the way you expected it to. It won’t be a fair test, and you won’t learn anything from it.

5) Decide the value of the test

You should decide the value of the split tests that you want to run, and the time or cost of implementing each one. You may have some ideas that will almost guarantee a clear win, but the cost and time needed to put the test together might be too high for the potential return. Smaller incremental tests are better, where possible, so it is easier to determine the value of each element being added.

At Pop Creative, we run A/B split tests for a range of industries with both e-commerce and marketing websites. We have extensive knowledge into how, and what to test which provides us with the ability to run carefully thought out split tests. We can then implement the changes for you too.
If you are interested in our monthly packages, email us at studio@popcreative.co.uk

Expanding our UX knowledge

One of our team members, Adam, is at a user experience conference this week. The conference is run by Nielson Norman Group (NN/g) who are worldwide leaders in research-based user experience.

Whilst there, he will be taking part in two full-day courses; ‘The Human Mind and Usability’ and ‘Analytics and User Experience’.

The Human Mind and Usability‘ course is all about applying psychology principles to predict and explain how website visitors (or potential customers!) think and act. Understanding the foundations of human cognition will help explain and anticipate user behaviour.

The ‘Analytics and User Experience‘ course discusses how to interpret data trends in conversions, page views, and other user actions to identify opportunities and guide UX design.

We are taking part in these courses to boost our knowledge in the area and to be able to apply it to our clients’ websites. User experience on a website plays a huge part in the amount of conversions a site will receive.

If you would like to find out more about how we can help you improve your website’s user experience and conversion rate, please click here.

How to improve your website’s user experience

In today’s marketing trends, your website acts as a 24-hour salesperson. It is there to constantly sell your services to potential customers. Because of this, it is very important that your website is offering a great user experience.
Here’s some tips and tricks for you to use to improve your website’s usability.

Optimise your page speed

Have you ever closed a page because it’s taking too long to load? If your website is running slow, you could be losing visitors for that very reason. Slow loading time is an interrupted experience for the user, and will often result in a bounced session. A recent study has shown that an extra five seconds of loading time can increase your website’s bounce rate by over 20%.
To improve your page speed, there are many different things you can do. The first would be to make sure it is hosted on a reliable and powerful server. Another great way to start speeding up your website is by compressing the images. The size of your images will have a huge impact on your overall page speed.  

Eye-catching Call To Actions

Call To Actions play a huge part in how a visitor uses and interacts with your website. Having Call To Action buttons that are marked with a clear action word will enable users to navigate your site with ease. The colours that are used for these buttons can have a larger impact than many people expect. Carrying out split tests is a great idea to assess the performance of different colour variations.
You should also carefully consider the wording of your call to actions. Best practice would be to use a verb to encourage the user to do something. Your wording should be bold, time-sensitive and action orientated. For example, ‘Sign Up Now’ and ‘Book an appointment today’.

Make hyperlinks clear

When you add a hyperlink to a page, it’s because you want users to click through to it. For example, if you want to direct users to another page on your site. Use visual cues to highlight an important hyperlink. Visual cues can include a different font size or style, colour or underlined text. The length of the hyperlink also plays a big part in how much it stands out, making a sentence link rather than just a word or two will result in more people noticing it.

Use bullet points

A large amount of text can be difficult to digest, especially when reading it on a computer screen. You want your users to be able to read the information on your website quickly (so they don’t get bored) and easily. A great way to do this is to use bullet points. Bullet points break up large amounts of text into more digestible chunks. They are a great way to outline any key information that you need the users to know. You don’t even have to use the traditional bullet point – get creative with different icons and images.

Well written headings

Not only will well thought out headings improve your SEO, but it will help improve the usability of your website too. A heading, or a title, needs to summarise the content beneath it without being too long. We would also recommend using subheadings within your page text, as this works in a similar way to the bullet points in breaking up the information. Your headings should have a striking design and stand out from the rest of the content on the page. Using a bold, larger font is a simple way to do this.

How can Pop Creative help?

Keeping your website up to date, secure and optimised can be difficult. This is where we can help. For the past 15 years, we have been helping businesses to develop and maintain their websites. We have a proactive approach, as well as offering unlimited website support.
To find out more about what we do and how we can help you, click here.
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