Key Takeaways

• Copy Hackers uses a small animated character to draw attention & add a humorous touch to their call-to-action button. If this seems like it was hard to do, it's actually only two image frames (one of the character pointing & one not pointing) that were combined into an animated GIF. With that said, it's totally doable for you to test a similar implementation, with your own character or attention-grabbing device.
• The closest thing to pay attention to are their subheads. Obviously, they're great copywriters & the subheads do a brilliant job of descriptively & uniquely selling the free eBook.
• If you have an existing product, try taking a piece of it & offering it for free, as your lead magnet. The idea is to provide valuable preview content, while subtly selling the rest of the product throughout the process.
• Placing a dollar value on something, especially if it was previously offered for sale (more believable), is a key strategy that reframes the item as being an "an item worth $___" vs. "a free item".
• "eBooks" don't register as being as valuable as a tangible item. By creating a good cover & even including it on an iPad, you make it seem a bit more tangible & thus, of more value.
• Don't assume the "yes" or "no" buttons should always be in the same order. Copy Hackers tests out the order in each of their pop-ups.

Analyst Spotlight

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!