Todoist Website Copy Teardown: How to Write a Call to Action to Increase Sign Up Conversions
Ever wondered how to write a call to action that actually has your users clamouring to sign up for your software? In this website copy teardown, not only will you learn how to write a call to action but I’ll also show you how Todoist could leverage a conversion-boosting alternative with a call to value.
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Here’s the transcript:
Hey, I'm Carolyn and today we'll be doing a quick copy teardown for the to-do list app extraordinaire, Todoist's home page, that was a bit of a mouthful! Stay tuned to see my overall assessment of their homepage, followed by live edits of one key area of their site. And then I'll wrap up with the top three actions that Todoist could take to optimize for better sign-up conversions. Of course, you'll also pick up some of my favorite conversion copywriting tips along the way.
Alright, let's get started.
So, here we are on the home page. Here's a hero shot, "Organize life then go enjoy it, life can feel overwhelming, but it doesn't have to. Todoist lets you keep track of everything in one place, so you can get it all done and enjoy more peace of mind along the way. Get started - it's free"
Okay, pretty clear what they offer. Moving down the page.
Never worry about forgetting thing again.
Okay, so cross-device feature helps people feel more in control their lives. Cool.
A little bit of social proof here. Logos as well, that's good.
Millions of people have completed over 1 billion Todoist tasks. So again, lots of social proof in here, good. "Unclutter your mind with Todoist. Get started - it's free."
And there we are at the bottom of the page.
Okay, so big-picture-wise, what we've seen here on the page is a hero shot that definitely speaks to what they do and how their users benefit from their tool, their app. We have some big calls to action along the page, these big buttons: "Get started, it's free." Plus we have a handful of secondary hyperlink call to actions as well just like this one right here. And finally, as far as social proof goes, we have testimonials and some logos. So that's a great place to start.
So, because this page is already quite solid, what I'm going to do today is actually focus on the repeating button copy. So that means that I'm taking a look at these two big red buttons on the page, one at the bottom, one of the top.
So these two buttons right now have identical copy on both of them. We can do better than that, really, we can. And it's not like there are 10 buttons along the page, there's just two, we can definitely write two different pieces of copy for these two different buttons.
So, as far as button copy goes, your button copy should always complete the phrase "I want to..." or "I want you too..." So "I want to...get started. It's free."
So, right now this copy, theoretically does work. But let's mix it up. So that we have two different pieces of copy on those two different buttons. So, sometimes on lead-gen pages like this homepage, it is a good idea to mix in a call-to-value or a couple calls-to-value, in addition to your calls to action. This helps engage visitors that maybe aren't quite ready to sign up for free, but are really interested in the value, in learning more about the value really, that your tool offers them.
So, a call to value helps to indicate to that user the value in taking that next step.
So, in terms of the structure of this page, we have these two calls to action, one at the top, one at the bottom. Let's leave the one at the bottom as "Get started, it's free." Because by the bottom of the page, a visitor is more likely to be ready to take that step to sign up for a free account with Todoist. However, the button in the hero copy, let's change that one up.
And this is quite standard practice to have button copy in the hero shot. You see a lot of software's that offer that, apps as well, of course. But the real question is: Is your reader actually ready to take that action at the point where they see that first call to action?
If the answer is no, or maybe, then a call to value is a great fit there. So that's why we're going to tackle that right now.
So, as far as calls to value go, I actually pulled some VoC data from the bottom of the page in one of their testimonials. And it wasn't one of the testimonials on the page this time, but the last time I took a look at the page.
And so it says "This makes the business and craziness feel so much simpler." So, this testimonial is pointing to the value that Todoist provides in that it simplifies what feels like really busy crazy life stuff. So the value is simplifying the crazy busy life. So let's turn on our live editor.
Okay, and so instead of "Get started, it's free." What if we said, "Start simplifying your busy life"
Really pulled right out of the voice of customer data.
And so then again, if we go back to thinking about those best practices of "I want to...blank", or "I want you to...blank." In this case, it will be I want to "Start simplifying". Or I want you to "Start simplifying your busy life."
You should actually change this, so that it's my busy life, that actually works much better "Start simplifying my busy life", as in I want to..."Start simplifying my busy life."
You could even, if you really didn't like that larger button, you could even make it smaller. And it could really just be "Simplify my busy life."
Okay, so somebody that's interested in simplifying and having Todoist finding a way, actually it's not just about to-do lists, but it's about finding a way to simplify their busy life. And if you wanted to get stickier you could do "Simplify my crazy busy life"
But it doesn't, it doesn't need that, it could really just be simplify my busy life. Than we, you know, with this change, we have two different pieces of button copy now on the page. But at the bottom get started, it's free...there. And simplify my busy life our call to value of simplifying a busy life. So...
besides this button copy I just edited, Todoist could also include maybe a little bit more social proof sprinkled throughout the page, they have some already on the page, of course, and this is presented in a really appealing way. And it's placed in a good point on the page, though, maybe we could also use some closer to the top because a reader is more likely questioning "Well, what's in it for me?" closer to the top of the page. So, seeing somebody like them could help keep them reading down the page. More social proof.
And we have the secondary call to action to watch the video for how it works. But I would actually love to see a short demo video embedded right on the page. It makes it easier, makes it harder to ignore actually, it makes it just harder to ignore. You see the video, the readers going to likely click on the video and if it's an automatic play video, they're most likely going to stop and watch that video. So I would love to see that actually embedded on the page.
So...that's it. Thanks for watching this quick copy teardown.
Wondering what I might have to say about your own website? You can grab the link at the end of this video and you can request your own free recorded assessment. Look forward to hearing from you. Bye
Your turn: what's your #1 biggest takeaway from this website copy teardown? Let me know in the comments below.
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