This fast-paced, practical workshop shows how your copywriting can have a direct impact on reader behaviour, sales and the client’s bottom line, drawing on loads of ‘before and after’ web pages where copy made a difference.

Once, conversion rate optimisation (CRO) was a hot new business buzzword. Today, it’s standard practice for any ecommerce website.

In this workshop, experienced digital copywriter and CRO expert Mel Henson explains:

• The five stages of a CRO process
• Tools and techniques used by web optimisers
• Understanding a wireframe
• The role of copy and microcopy in CRO

Case studies include how adding nine words to a web page got an 18% sales uplift, and how changing the structure of product copy led to a 32% sales uplift.

Mel Henson

Mel is Head of Creative at the international Conversion Rate Optimisation (CRO) agency, AWA digital. She works with a team of analysts, researchers, designers and developers to bring double-digit revenue increases to online clients such as Interflora, Mothercare, Dunelm, Mountain Warehouse and Thompson & Morgan. All creative work is split tested, and Mel’s personal best to date is a 33% uplift in sales for a furniture and homewares company – purely through changing the copy.

Mel began her career in advertising as an account executive handling blue-chip clients including Carte D’Or ice cream and Immac hair remover. Prior to joining AWA, she set up the copywriting and training agency Words that Sell, specialising in retail clients such as Donald Russell, The Royal Mint and Scotts of Stow. She is also the author of  Flicks & Clicks:  How to Create Websites and Catalogues that Sell More.

Mel tweets at @FlicksAndChicks.