Conversion copywriting: How to convert cold traffic [Expert interview]

Ever wondered how to turn skeptical first-time visitors into loyal customers?

In the latest episode of Click To Buy, I had the pleasure of speaking with Codi Smith, a conversion copywriter and cold traffic strategist at Conversion Co. Codi has been mastering the art of writing for cold traffic since 2018, helping eCommerce brands in health, wellness, and tech industries optimize their funnels. Her approach blends CRO (Conversion Rate Optimization) and direct-response copywriting, creating data-driven strategies that convert even the most skeptical audiences.

Click To Buy, Episode 34 – Conversion copywriting

To hear the full episode, catch it on Spotify or watch the video version on YouTube:

Here are the key takeaways from our conversation:

The art of data-driven copywriting

Codi views conversion copywriting as a blend of CRO and direct response. So, what does that look like in practice?

“From the CRO side, we take a data-driven approach,” Codi explained. “We gather customer insights through surveys, social listening, review mining, and analyzing heat maps and user behavior. Every word we write stems from research.”

But it’s not just about data. “From the direct-response side, we focus on emotionally compelling messages,” she added. “It’s about persuasion techniques like benefits, transformation, objection handling, and even urgency—but only if it’s genuine. The goal is to combine these insights with persuasion to create messaging that resonates.”

This process always starts with an audit. “We assess the current funnel, craft a plan, execute it, and then optimize,” Codi said. “It’s all about constant testing and refinement.”

How customer research shapes copy

Codi emphasized the critical role of customer research in shaping product page copy. “It informs everything we do,” she said. “Research tells me the tone to use, the language to adopt, the product positioning, and even when and where to handle objections.”

This insight ensures that every element of the page resonates with the customer. “It’s not just about what needs to be said but when it needs to be said,” she noted.

A funnel audit in action

During the podcast, Codi walked us through an audit of a live funnel selling CBD gummies. While the product had potential, Codi identified several conversion leaks:

• The ad’s messaging: “The ad was trying to do too much,” she explained. “It attempted to educate, present a solution, and convince the audience to buy—all in one step. Cold traffic doesn’t respond well to that because it feels like a sales pitch.”
  
  

• Mismatched call-to-action: The “Shop Now” button led to an advertorial instead of a product page. “That creates friction,” Codi said. “When you click ‘Shop Now,’ you expect to shop, not to read more.”
  
  

• Unclear targeting: The advertorial didn’t speak to a specific persona until much later. “It wasn’t clear who the product was for until halfway down the page,” she pointed out. “We need to grab attention and connect with the audience earlier.”
  
  

• Disconnected messaging: The lead paragraph of the advertorial focused on quitting wine and smoking—completely unrelated to the promise of stress relief in the headline. “That kind of disconnect causes bounce rates to skyrocket,” Codi warned.

Her solution? “Focus each step of the funnel on one stage of awareness and one specific persona,” she advised. “The ad’s only job is to get the click. The call-to-action should align with the next step in the journey, like ‘Discover how I found my chill.’”

Tips for mobile-optimized copywriting

With most traffic coming from mobile, Codi shared practical tips for improving readability on smaller screens:

• Short paragraphs: “Stick to one to three sentences per paragraph and break up text every three to four lines.”
  
  

• Use white space: “Don’t overcrowd the page with too many elements. Make sure your font is legible.”
  
  

• QA on mobile: “Always check the quality of your page on mobile before going live.”

Resources for improving your funnel

For brands without access to a professional copywriter, Codi suggested starting with the basics. “Learn the stages of awareness and how to apply them to your copy,” she recommended. “And speak to one person on the page at a time. That’s key to increasing conversions.”

Codi also shared some go-to tools and resources for better customer insights and copywriting:

• Mouseflow or Lucky Orange for heat map recordings.
  
  

• Fillout.com for versatile surveys.
  
  

• Breakthrough Advertising by Eugene Schwartz for understanding the stages of awareness.

“These tools and frameworks make a huge difference in crafting high-converting funnels,” she said.

The future of eCommerce copywriting

Looking ahead, Codi identified three major trends:

1. Personalization: “People need to see themselves on the page. Personalization isn’t a trend—it’s a necessity.”
   
   

2. Data-driven copy: “We already use data for big-picture decisions, but it’s time to incorporate it more into the actual copy.”
   
   

3. Value-driven selling: “Younger generations care about value and impact. Brands need to focus on solving real problems and delivering meaningful results.”

Codi’s Click-worthy tip

Before wrapping up, I asked Codi for her one piece of advice for eCommerce brands. Her response was simple but impactful:

“Leverage cold traffic. Many brands focus only on the people buying now, but that leaves so much opportunity untapped. Just don’t guess at your funnel—be strategic and use a conversion copywriting approach.”

Wrapping up

If you want to connect with Codi or learn more about her workshops on maximizing revenue from cold traffic, you can find her on LinkedIn or email her at codi@codismith.com.

Final thoughts: From auditing funnels to mastering the stages of awareness, Codi’s insights are invaluable for any eCommerce brand. By blending data and persuasion, you can craft a funnel that doesn’t just sell—it converts.

Want more actionable tips like these? Be sure to subscribe to Click To Buy and stay tuned for the next episode!