Testing delivers interesting insights into response mechanisms

| April 9, 2010

My clients almost always use email as their main communication medium. Me too. I much prefer it to the telephone. It’s less intrusive,  more efficient and effective. And it helps me keep accurate records.  

A few weeks ago I decided to remove my mobile number from my two freelance copywriting websites altogether. As soon as I did, email enquiries abruptly stopped. Which wasn’t a problem. I was on holiday anyway so wasn’t keen to spend precious leisure time glued to my PC. Two weeks later I still wasn’t getting any enquiries. Not one. And I usually get at least two or three a day. So I reinstated my telephone number on-site. And work started flooding through as usual the next day… like turning on a tap.

A few useful things to bear in mind

  1. just because people don’t usually contact you by telephone doesn’t mean they don’t appreciate having a choice of  response mechanisms
  2. there’s a strong possibility that including a phone number on-site boosts credibility and fosters trust
  3. sometimes making changes to your website can cause havoc with response and conversion. Keep a sharp eye on both every time you amend your site and you’ll be able to back-track fast if things go dog-shaped
  4. archive old versions of web pages so you don’t have to recreate them from scratch if you need them again

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Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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