There were two great speakers talking about copywriting at Conversion Conference in London, Michael Aagaard and Catherine Toole.
Michael started the session by going through and explaining 3 mission critical elements for conversion:
3 Mission Critical Elements
The first optimisation principle, is that it is not the magnitude of the change on the page that impacts conversion, but it is the magnitude of change.
The second optimisation principle is that “clarity trumps persuasion”.
How much of your copy will people read? Michael took us through the key areas that users read and where copy will have a huge impact.