11 Copywriting Statistics You Need To Know

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Copywriting is an often overlooked skill by many people, but it's essential in marketing.

A good copywriter is worth their weight in gold — and you should know just how much of that weight your copywriter should be worth. 

If you're not convinced that copywriting is a necessary part of your business, take a look at these copywriting statistics that show how much weight copywriting pulls in a company's success.

What is copywriting?

Copywriting is the art of convincing someone to take action on something that you want them to take action on. 

11 Copywriting Statistics You Need To Know

It's your job as a copywriter to get the reader to do what you want them to do — whether it be purchasing your product, taking a survey, or signing up for your email list. 

Copywriting's definition is not universal, but it is to a vast majority of people. It can be loosely defined as the process of writing sales copy for a product.

The industry in which it takes place has no clear-cut standard definition of what "copywriting" exactly is, but industry professionals generally agree that the practice involves:

Writing of text for specific products and services, creating product descriptions and copy for websites, brochures, advertisements, direct mail letters, and other forms of communication.

Top copywriting statistics you should know about

Copywriting saves businesses $1,000s per day.

The intangible nature of copywriting makes it hard to calculate the exact monetary value a company gets from its copy. However, dig just a bit below the surface and it becomes clear that companies get huge amounts of value from their copywriters.

With that, I  compiled the top copywriting statistics you should know about.

20+ years of eye-tracking research confirms that most internet users only skim and skip around a webpage for relevant info. (Nielsen Norman Group)

I found this statistic exceptionally fascinating. While I may not like to skim content, I do know many people who tend to do so.

It's something that I forget from time to time when it comes to my marketing campaigns. Of course, some topics can't be summed up into less than 100 words.

However, if we keep this statistic in mind, we can take measures to make sure our content is easily skimmable. This way, it still provides value to the visitor on the website whom I want to act upon my content.

Furthermore, the statistic suggests that only 20% of internet users read paragraph after paragraph through content, and then search for the keywords they are interested in.

Therefore, even a few paragraphs of good copywriting would already increase the chances of people reading it or getting value out of it.

And the more average people who read your copywriting, the better your chance of making money from your customers.

Readers spend an average of 37 seconds on an article. (NewsCred)

This statistic was also very interesting to me. The reason is that I think most people read longer than the average on articles such as this.

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 If you think about it, people are more likely to read an article such as this to learn about the topic of copywriting, or when they need help with something. 

However, even if readers are reading for a long time, I think it really depends on how effective your copywriting is in getting your point across. If you can get someone's attention with your copywriting, then you can get their attention for a long time.

“Listicles” receive 80% more page views than other content marketing types. (Semrush)

There are many different kinds of copywriting, and you can choose which one works better for your company. That being said, I was very surprised to see that listicles receive so many more viewers. 

However, I can see how those statistics may be true because listicles don't require the writer to create a product-centered piece of content.

It's about writing a summary on a certain topic that is usually helpful for people who already know what they're looking for in the first place.

For example, the article on "How to Create a Listicle" may be great for someone who is looking to create lists in their own business. So, it is an article that focuses on the topic, and it has a summary at the bottom.

Still and all, if you want people to see your listicle to purchase your product or sign up for your email list, then you may want to change the content from listicle to product-based copywriting. In that case, Semrush's statistics may not be as true.

Even though I'm not a huge fan of listicles, I do find them to be effective in certain situations. There are many different types of listicles, some of which may turn readers off.

Nevertheless, if you put in the time and effort to create a well-made and useful listicle, then it's very likely to become an extremely successful marketing campaign for your business.

Personalized calls to action (CTAs) increase conversion chances by 202%. (HubSpot)

This statistic was very interesting to me because it shows how effective a call to action can be

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While I think the average person may not actually put their phone down during the call, other people using the CTA do make it more likely that they will buy something.

However, if a company really wants to use CTAs, I think using them for multiple different things is more effective.

For example, if you're an eCommerce store that sells items such as clothes and shoes (such as Nordstrom or Shoes.com), you would want to use a CTA such as "Buy Men's Winter Boots" or "Buy Women's Shoes." 

Then, if a person wanted to buy both shoes and boots, then there would be a CTA like "Buy Both Shoes and Boots."

I think getting people to see multiple things in one CTA can actually increase the chances of people buying your items. Nonetheless, if a person really isn't interested in your items, then I find it best to have a CTA that actually asks what the problem is. 

It's always going to be better to have a CTA that focuses on the person's concern because it will help to show you care and answer any questions they have.

Adding the word “because” with a reason to your CTAs can increase compliance by 34%. (Langer, 1978)

I'm a big fan of the word "because," and I look down on people who don't use it to connect the product with the person.

However, I've also noticed that a lot of people tend to get lazy when it comes to creating a CTA and can make it seem more like a form than an actual call to action. 

For example, digital marketers would love to have someone sign up for their email list as fast as possible for them not only to grow their email list but also to increase sales. In that case, a CTA could be "Sign Up for my Newsletter."

While that may seem like a fairly simple, easy-to-read CTA, it may actually confuse the reader and make them think, "Why would I want to sign up for his newsletter when I don't even know who he is?".

The answer is, that the CTA should actually read: "Sign Up for My Newsletter Today." 

Because the reader doesn't have to click on the link yet and read your website. They can just sign up for the newsletter, and this way, you're asking them to do something that is most beneficial for you.

It might seem like a small thing, but many marketers forget to do this and end up wasting all the time and energy creating a call to action that doesn't actually get the reader to act.

Landing page ad copy that exhibits social proof (like testimonials) averages a 1% higher conversion rate than those that don’t.

I'm not a big fan of social proof because I feel that it is too much about being nice instead of getting the person to actually buy your product.

If someone signs up for your email list, then you have at least asked them to do one thing for you. So, I think you should use the same amount of kindness to ask them to actually buy something for themselves.

For example, when people sign up for your blog, you should still ask them to "Subscribe to Our Blog" instead of using the word "Subscribe." However, I would use the word "Publicize" instead.

To show you what I mean, "Publicize This Entry in Our Blog" or "Share This on Twitter" or "Post This on Facebook." I believe this is because people are more likely to listen and do what you want them to do if they see that it is being done by others.

So, if you want people to use the same kindness in their newsletter, then I would ask them to "Subscribe to Our Newsletter."

I also like using numbers instead of names because it shows that you are not someone who is afraid of asking for a subscription. So, I ask my readers and subscribers to "Subscribe to Our Newsletter Today." 

This way, if they see people being nice and kind like they were being with me, they are most likely going to do what I ask them

Pages with one CTA link have an average conversion rate of 13.5%.  Additional links lower that rate.

This statistic is basically saying that the more CTAs you have on your page, the less likely it is that someone will buy something from you.

This is a bad statistic because it implies that people are more likely to buy something if they have multiple CTAs on the same page. 

However, I feel like this statistic isn't that accurate because of how many different types of websites there are these days.

I would say that I have five different CTAs on my blog, and some people may think that these CTAs are clues on what they should do.

However, I'm not asking them to sign up for my newsletter or sign up for our blog. Instead, I'm just asking them to read what I have written in the blog.

For example, if you are a blogger with a blog, then maybe you would want to ask your readers or subscribers to subscribe to your blog in your CTA.

Or, you may have one CTA that says "Check Out Our List of Articles on Our Blog" and another CTA that says "Subscribe to Us on Facebook." 

If you can, then perhaps ask them to "Read Our Blog" or "Check Out Our Blog."I believe that if you are asking people to do something, then it is important to ask them to do it in the same way that you would want someone else to do it

If you don't ask the reader or subscriber in the same way that they'd like to be asked, then they will probably not take any action. If a person doesn't take action, then they are not going to buy anything from you.

Pages with under 200 words have the highest average conversion rate. (Unbounce)

First off, I like how AdWords is stating that it's more likely that people are going to buy from you if you have fewer words in your ad. This shows that the more words you have in your ad, the less likely people are going to buy something from you.  

For example, my blog has 200 words on it and 50% of my readers get my blog through Google's AdWords system. So, if I want the reader to read my blog and then buy something from me, then I would have more than 200 words on my blog.

So, if you like having a lot of words on your blog or website, then that's okay! I think it's good to have a lot of information on a page because it helps people understand the topic or product better.

This is because a lot of people tend to get distracted by words. However, this is not always the case because you have to know what you are doing with your ad.

Afterall, I like how AdWords has provided a lot of statistics in their article that show they want their readers or subscribers to learn the rules of how an ad converts the highest amount possible. 

I think this statistic is basically saying that the higher the words on a page, the less likely it is that people will buy something from you.

This is because if a person doesn't have time to read your entire blog, then they are not going to buy anything from you. However, I feel like this statistic isn't accurate because of how many different types of websites there are these days.

Landing page traffic that originates from email produces the highest conversion rate (13%). (Unbounce)

I would say that this statistic is very accurate because it has to do with the fact that if people are coming to your site from an email address, then they are probably buying something from you.

So, I think that AdWords is being very specific about this statistic by saying that it's like "for every email you send."

This means that the more emails you send out, the more likely it is that they will buy something from you. 

So, you can either send out a lot of emails or you can send out just a couple of emails and make sure that the email has very specific information in it

You should be very specific with the email you send out in order to get them to buy your product or whatever it is that you are selling.

93% of site visitors have left a site due to its poor display on their mobile devices. (SiteJet)

I agree that this statistic is very accurate, because I've seen a lot of websites before where the site looked fine on my computer but horrible on my phone.

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 This is because phones have a smaller screen than computers, and if you are running an ad on your website, then it might not be visible on some phones

This is why you should make sure that your website or ad looks good on all of the different types of phones or computers out there.

I think this is a very important statistic because if you want to keep people on your website or convince them to buy something from you, then they need to be able to see what you are trying to sell them.

For example, I just read an article on a website where the images didn't show up on my phone and I quickly closed the tab. My phone could not see the image and therefore I was very annoyed with that website.

I think that if you have a lot of visitors leave your website because it doesn't look good on their phones, then you should make sure that your ad doesn't have any hidden or missing pieces.

I think that if you can make your website or ad visible on all of the different types of phones and computers out there.

60% of consumers have made a purchase in response to promotional emails they received. (Constant Contact)

This is good advice because it will help you get a lot more people to buy from you.

This is important because if you are using the personal subject line and their name in the email, then they know that you are talking to them and this will make them feel a lot more comfortable buying your product.

For example, if you have a product that people use every day, then they will be more likely to open your email. They might think that they are boring, so they won't be interested in reading your email.

But if you write a subject line like "Hey guys, here is my favorite product of the day" then it might make them want to read your email. This is because if you write the subject line like this then people might feel like you are talking directly to them.

I think that it is important to know what will grab the attention of the people who will be reading your email. If you do this correctly, then you will have a lot more people buying your products.

The takeaway

Statistics are important for copywriting, as they help you to understand your audience. This is vital when you are copywriting, as it will help you to create content that will appeal to them and sell your product.

When you understand your audience, then you will be able to see what kind of information they would like and how they would like to be communicated. 

Copywriting is one of the most important marketing tools out there. This is because the proper use of copywriting can help you sell a product or service, but using unethical copywriting practices can hurt your business. 

The best way to prevent this from happening is by educating yourself on what ethical copywriting practices are so that you can continue to do well while staying true to your morals and business ethics.

You should be sure to always research your audience. If you want to know what your audience likes and dislikes, then you should check out their social media feed and websites.

Understanding your audience is vital for success in any marketing campaign, and also for copywriting as well. 

This is because if you understand your audience, then you will be able to communicate with them more effectively, which leads to higher sales.

This can be achieved by learning how consumers read online and therefore being able to structure text appropriately.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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