MVO, or Minimum Viable Optimization, is a technique developed specifically for conversion copywriters to work with clients to make small changes to a live assets in tandem to the longer work, to immediately begin gaining insights and additional data points.
It's what empowers organizations to begin gathering data immediately.
You won't see a lot of other copywriters talking about this. Because it's not well-known.
But for the companies who work with a copywriter using it, you can immediately get data from your website visitors and your customers. And if you're working with an experienced conversion copywriter, you can also get immediate improvements on headlines, button copy, and see uplift right away.
And you can immediately begin testing ALL THAT with your audience.
See most full-scale conversion copy projects take a minimum of 6 weeks. (Usually closer to 12 weeks)
Because they involve a deep-dive to gather customer insights: scheduling interviews, reviews mining, surveying, analyzing all that.
And it's time well-spent, don't get me wrong. Customer interviews are messaging gold.
But 8/10 times, when you finally are at a point calling a copywriter, it's because you need it fixed now (amirite?).
You need uplift now...not in 5 months. (And if it's web copy, better add 2 more months for dev time.)
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Matt Lawless
VP of Operations, Intelitics
