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A Close Look at Copywriting Statistics You Should Know
Do you know the stories that numbers can tell you about your online content marketing? Mark Twain might have decried "lies, damned lies, and statistics," but the reality is that the world runs on data now. Having the right information at the right time can have a major impact on the outcome of your content investments. With that in mind, we're taking another look at some of most important copywriting statistics you need to know today.
These numbers don't lie—so what are they saying?
Users Spend Less Than One Minute Viewing Articles
Research by NewsCred says that an average user spends no more than 37 seconds on any article they visit. At first glance, that's a scary number—how can you do anything with 37 seconds? But this stat doesn't mean that you only have 37 seconds to make a point or share all the necessary information. Instead, think of it as the amount of time that you have to make a compelling argument and keep a reader on the page.
Even though most users skim content, they're still absorbing information. Building your content with the right structure and format will guide eyes to the key facts you want to communicate. Write grabby headlines, use descriptive subheadings, and don't overlook the value of bulleted lists. Use your 37 seconds wisely.
Your Landing Page CTAs Are Probably Useless
Are your calls to action falling flat? Landing pages are one of the most effective ways to reach potential and existing customers at different stages of the sales funnel. However, they're only as effective as your CTAs.
The average conversion rate for a landing page that has a single call to action is about 13.5% — so does that mean you should pepper the page with more of them? Someone might not reach the end of your page to get to the CTA, after all.
Nope. Adding more CTAs leads to diminishing returns—add more and the average conversion rate drops. Short, punchy landing pages often yield the best results, with research showing that more users click through when the on-page content doesn't exceed about 200 words.
However, remember that Google boosts longer pages IF they exhibit a higher level of authority. You'll need to watch your analytics to understand which strategies yield the best results.
Users Want Different Things From Each Social Media Platform
Social media marketing is still a powerful tool: users spend more and more time on social media, and the average is now about 2.5 hours per day. Knowing that, you need to make sure you're invested in marketing that will capture the attention of the audiences most motivated to interact with your content. In other words, don't waste time on platforms where you won't find your audience. A clothing retailer targeting teens and college students won't see value from targeting LinkedIn users—so why bother?
Consider where you don't have a social presence or where yours is underdeveloped. For example, though Pinterest is often overlooked by marketers, We Are Social also reports that nearly 38% of Pinterest users say they use the platform to find and explore branded content. 62% of Instagram users said the same, while more than half of Facebook users say they research businesses on the platform.
These copywriting statistics make it clear that platform selection and content tailoring are critical parts of social marketing.
Email Marketing Is Still Very Much Alive
Emails are still effective, still familiar to most audiences, and still worth your investment. Don't let scary statistics about low open rates and lower click-through rates discourage you. Over 90% of web users have an email account, email marketing still accounts for the highest ROI for business users, and consumers continue to engage readily with email content. After all, nearly three-quarters of all B2C companies still use marketing newsletters and email drips. You simply can't overlook email, even if it sometimes poses a unique content challenge.
Just be sure you understand how to grab people with your email marketing. Since 47% of users decide whether to take a peek or throw an email into the trash based solely on the subject line, your messaging matters. Be sharp, concise, and straightforward—give users a reason to click.
Build Your Plans Based on Solid Data and Reliable Insight
Understanding what copywriting statistics mean for your marketing is central to building plans that can succeed in today's hyper-competitive environment. That environment is fast-paced, so you'll need to stay engaged with the latest data as it emerges. It can be a lot to consider, but the value you can add to your content with data-driven insights makes this effort more than worthwhile.