{"id":4719,"date":"2021-04-11T13:23:31","date_gmt":"2021-04-11T13:23:31","guid":{"rendered":"https:\/\/conversion.com\/?p=4719"},"modified":"2024-08-20T11:09:00","modified_gmt":"2024-08-20T11:09:00","slug":"59-words-that-convert","status":"publish","type":"post","link":"https:\/\/conversion.com\/blog\/59-words-that-convert\/","title":{"rendered":"59 words and phrases that convert (and how to use \u2019em)"},"content":{"rendered":"<section class=\"c-post-content\" data-ref=\"case-content\">\n\t<div class=\"post-content\">\n\t\t<div class=\"post-content__container container container--medium\">\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--links\">\n\t\t\t\t<div class=\"sticky-menu\" data-ref=\"case-content-menu\">\n\t\t\t\t\t<h3 class=\"sticky-menu__title\">Contents<\/h3>\n\t\t\t\t\t<ul class=\"sticky-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link  active\" href=\"#letstalkaboutwordsthatconvertusers\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Let\u2019s talk about words that convert users.<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#thebigfive\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The Big 5<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#theproblemwithfree\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The problem with FREE!<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#actionwordstotestonandnearyourcalltoaction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Action words to test on and near your call-to-action:<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#testwordsthatcommunicatevalue\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Test words that communicate value<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#ifyourusershaveanxietyissuestest\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">If your users have Anxiety issues, test<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#ifyourusersaresensitivetourgencytest\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">If your users are sensitive to urgency, test<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#ifyourusersaresensitivetosocialprooftest\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">If your users are sensitive to social proof, test<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#testwordsofencouragement\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Test words of encouragement<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#testwordsyourusersuse\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Test words your users\u00a0use<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#doesyourcopyalignwithyourbusinessgoals\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Does your copy align with your business goals?<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#bonuswordstoavoid\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Bonus: Words to avoid!<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/aside>\n\n\t\t\t<div class=\"post-content__content\">\n\t\t\t\t<ul class=\"post-content__sections\">\n\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"letstalkaboutwordsthatconvertusers\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Let\u2019s talk about words that convert users.<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>It\u2019s what every marketer is after, after all: those magic beans\u2026err\u2026words that transform visitors into customers.<\/p>\n<p><a href=\"https:\/\/cdn.conversion.com\/analysis\/maturity\/\"><img decoding=\"async\" class=\"wp-image-19968  entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2016\/06\/71-Words-Banner-2-700x366.png\" alt=\"Bad_CTA_Example\" width=\"594\" height=\"310\" data-lazy-src=\"\/wp-content\/uploads\/2016\/06\/71-Words-Banner-2-700x366.png\" data-ll-status=\"loaded\" \/><\/a><\/p>\n<p>Hold up. Did you click that banner? Because I\u2019d like to take a look at that call-to-action (CTA).<\/p>\n<p>\u201c<strong>You<\/strong>\u00a0should take our\u00a0<strong>free<\/strong>\u00a0Optimization Maturity Quiz\u00a0<strong>instantly<\/strong>\u00a0<strong>because<\/strong>\u00a0it\u2019s\u00a0<strong>new<\/strong>!\u201d<\/p>\n<p>Theoretically, the above call-to-action should get a zillion clicks because it includes the\u00a0<a href=\"http:\/\/www.copyblogger.com\/persuasive-copywriting-words\/\" target=\"blank\" rel=\"noopener\">5 most persuasive words in the English language<\/a>: \u201cyou\u201d, \u201cfree\u201d, \u201cbecause\u201d, \u201cnew\u201d, and \u201cinstantly\u201d. It\u2019s chock-full of persuasion!<\/p>\n<p>Regardless of whether or not you clicked \u2014 the Maturity Quiz may be a valuable offer \u2014 you probably agree that this CTA is trying much too hard and simultaneously missing the mark. The value proposition is unclear (it\u2019s free and new?) and the wording is awkward, despite all those conversion words.<\/p>\n<p>In this post, I\u2019m going to give you a big list of words. And they\u2019re all words that appear to convert users. Here\u2019s what you\u00a0<em>shouldn\u2019t<\/em>\u00a0do with this list: you\u00a0<em>should not<\/em>\u00a0take this list at face-value and begin injecting \u2018conversion words\u2019 into your website copy willy nilly.<\/p>\n<p>Here\u2019s what you\u00a0<em>should<\/em>\u00a0do: Think about these words and ways you might be able to use them on your site given A) what you already know about your target audience and B) what your overarching business goals are.\u00a0Build a hypothesis\u00a0and put these words to the test.<\/p>\n<blockquote>\n<p>\u201cYou must understand why these words are persuasive, and you must use them in the contexts that make sense for your audience and your business. If you just start slapping them on every piece of content you create, you\u2019ll quickly see just how unpersuasive they can be.\u201d<\/p>\n<p>\u2013 Gregory Ciotti,\u00a0<em>\u201c5 most persuasive words in the English language\u201d<\/em>, Copyblogger.<\/p>\n<\/blockquote>\n<p>The topic of words that sell isn\u2019t a new one. It has been covered often and covered well. After all, copywriters and advertisers have been searching for and listing out these words for decades. (David Ogilvy published his list of \u201cwords and phrases that work wonders\u201d in 1963\u2019s\u00a0<em><a href=\"http:\/\/www.markethinkzone.com\/wp-content\/uploads\/2013\/06\/Confessions-of-an-Advertising-Man.pdf\" target=\"blank\" rel=\"noopener\">Confessions of an Advertising Man<\/a><\/em>.)<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04225710\/Ogilvy-screenshot-1.png\" alt=\"A list of words and phrases that work wonders according to Ogilvy.\" width=\"360\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04225710\/Ogilvy-screenshot-1.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>Ogilvy was referring specifically to headline copy here.<\/em><\/div>\n<p>If you do a google search for \u201cwords that convert\u201d you\u2019ll find several very good lists of\u2026well\u2026\u201cwords that convert\u201d. Some of these lists borrow from other lists, some cite studies to back up their lists, and some give suggestions about where to use conversion words on your site.<\/p>\n<p>Much of what\u2019s been written revolves around psychological and persuasion principles that inform our motivations as humans, e.g. you\u2019re motivated by a particular word because it triggers a particular chemical response in your brain.<\/p>\n<p>I\u2019m going to take things further here, to provide you with a list of words framed by actionable testing ideas. While these words can be a great place to start your conversion optimization efforts, I\u2019ll show you several case studies that demonstrate that the idea of magic-words-that-always-convert is a flat-out myth.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__index\">\n\t\t\t\t\t\t\t\t<h3 class=\"post-content__index-title\">Contents<\/h3>\n\t\t\t\t\t\t\t\t<ul class=\"post-content__index-links\" data-ref=\"case-content-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#letstalkaboutwordsthatconvertusers\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tLet\u2019s talk about words that convert users.\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#thebigfive\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe Big 5\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#theproblemwithfree\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe problem with FREE!\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#actionwordstotestonandnearyourcalltoaction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tAction words to test on and near your call-to-action:\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#testwordsthatcommunicatevalue\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tTest words that communicate value\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#ifyourusershaveanxietyissuestest\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tIf your users have Anxiety issues, test\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#ifyourusersaresensitivetourgencytest\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tIf your users are sensitive to urgency, test\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#ifyourusersaresensitivetosocialprooftest\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tIf your users are sensitive to social proof, test\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#testwordsofencouragement\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tTest words of encouragement\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#testwordsyourusersuse\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tTest words your users\u00a0use\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#doesyourcopyalignwithyourbusinessgoals\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tDoes your copy align with your business goals?\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#bonuswordstoavoid\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tBonus: Words to avoid!\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"thebigfive\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The Big 5<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Let\u2019s start with the top 5 words that have been recommended by smart people who recommend things.<\/p>\n<p><strong>Use \u201cBecause\u201d because it increases conversion rates<\/strong><\/p>\n<blockquote>\n<p>\u201cWhen you want people to take action, always give a reason.\u201d<\/p>\n<p>\u2013 Kevan Lee,\u00a0<em>189 powerful words that convert<\/em>, Buffer Blog<\/p>\n<\/blockquote>\n<p><strong>Make your copywriting personal by using \u201cYou\u201d<\/strong><\/p>\n<blockquote>\n<p>\u201cThis tiny, three letter word is one of the most persuasive words of all as it shows a brand is conscientious about its customers and provides a personalized touch.\u201d<\/p>\n<p>\u2013 Jesse Aaron,\u00a0<em>23 data-backed words that convert<\/em>, Salesforce Blog<\/p>\n<\/blockquote>\n<p><strong>Is \u201cFree\u201d the most powerful word in marketing copywriting?<\/strong><\/p>\n<blockquote>\n<p>\u201cFREE! Is more powerful than any rational economic analysis would suggest. If you want to sell more of something, use that power.\u201d<\/p>\n<p>\u2013 Roger Dooley, Author,\u00a0<em>Brainfluence<\/em><\/p>\n<\/blockquote>\n<p><strong>Make your landing page copy exciting with the word \u201cNew\u201d<\/strong><\/p>\n<blockquote>\n<p>\u201cWhen we see something new, we see it has a potential for rewarding us in some way. This potential that lies in new things motivates us to explore our environment for rewards.\u201d<\/p>\n<p>\u2013 Dr. Emrah D\u00fczel,<em>\u00a0Novelty aids learning<\/em>, UCL News<\/p>\n<\/blockquote>\n<p><strong>Use the word \u201cInstantly\u201d for high conversion rates<\/strong><\/p>\n<blockquote>\n<p>\u201cWe\u2019ve come to expect things so quickly that researchers found people can\u2019t wait more than a few seconds for a video to load\u201d<\/p>\n<p>\u2013 Christopher Muther,\u00a0<em>Instant Gratification is Making Us Perpetually Impatient,<\/em>\u00a0The Boston Globe<\/p>\n<\/blockquote>\n<p>There\u2019s plenty of research to back up each of these 5 words as major motivators in the human decision-making process. But research is just the starting point \u2014 what happens when you actually put these words to the test on your website?<\/p>\n<p>While researching for this post, I noticed that almost every single article I came across mentioned\u00a0<a href=\"http:\/\/jamesclear.com\/wp-content\/uploads\/2015\/03\/copy-machine-study-ellen-langer.pdf\" target=\"blank\" rel=\"noopener\">Ellen Langer\u2019s copy machine study<\/a>\u00a0(cited in Robert Cialdini\u2019s well-know book\u00a0<em><a href=\"https:\/\/www.amazon.ca\/influence-Psychology-Robert-PhD-Cialdini\/dp\/006124189X\" target=\"blank\" rel=\"noopener\">Influence<\/a><\/em>).<\/p>\n<p>In the study, experimenters approached people in line for the Xerox machine and asked to cut in to make their own copies. Experimenters said 1 of the following three lines:<\/p>\n<ul>\n<li>\u201cExcuse me, I have five pages. May I use the Xerox machine?\u201d (60% success rate)<\/li>\n<li>\u201cExcuse me, I have five pages. May I use the Xerox machine\u00a0<strong>because<\/strong>\u00a0I\u2019m in a rush?\u201d (94% success rate)<\/li>\n<li>\u201cExcuse me, I have five pages. May I use the Xerox machine\u00a0<strong>because<\/strong>\u00a0I have to make some copies?\u201d (93% success rate)<\/li>\n<\/ul>\n<p>Langer was looking at the \u201c<a href=\"http:\/\/archive.boston.com\/bostonglobe\/ideas\/articles\/2010\/02\/21\/mind_power\/?page=full\" target=\"blank\" rel=\"noopener\">meaningless factors that determine how people evaluate information<\/a>\u201d and she found that people were more likely to let someone cut if that person offered a reason, even if the reason didn\u2019t make sense.<\/p>\n<p>This study is often cited by bloggers and copywriters to prove the undeniable power of the word \u201c<strong>because<\/strong>\u201d.<\/p>\n<p>Let\u2019s think about this for a minute. Langer\u2019s study was first published in the\u00a0<em>Journal of Personality and Social Psychology<\/em>\u00a0in\u00a0<strong>1978<\/strong>. The experiment, while compelling, was conducted almost 40 years ago in an offline environment.<\/p>\n<p>Do these results hold true today, online? Does \u201cbecause\u201d still hold the same sway when you\u2019re anonymous and free from social pressures to say yes?<\/p>\n<p>I sat down with\u00a0<a href=\"https:\/\/copyhackers.com\/\" target=\"blank\" rel=\"noopener\">conversion-copywriter Joanna Wiebe<\/a>\u00a0to talk about the power of \u201cbecause\u201d and she told me this story:<\/p>\n<p>For a recent conference, Joanna was asked to do a live teardown* of the\u00a0<a href=\"http:\/\/www.verticalresponse.com\/\" target=\"blank\" rel=\"noopener\">VerticalResponse<\/a>\u00a0homepage along with two other copywriting experts:\u00a0<a href=\"https:\/\/twitter.com\/jenhavice\" target=\"blank\" rel=\"noopener\">Jen Havice<\/a>\u00a0and\u00a0<a href=\"http:\/\/businesscasualcopywriting.com\/\" target=\"blank\" rel=\"noopener\">Joel Klettke<\/a>.<\/p>\n<p>\u201cI\u2019m not a huge fan of the live teardown because of all of the guesswork involved; there\u2019s no research to inform the \u2018expert\u2019 advice,\u201d explains Joanna. \u201cBut it\u2019s what people get excited about.\u201d<\/p>\n<p>This teardown was a little bit different. Instead of simply pointing to problem areas on a homepage live at the event, organizers asked the three copywriters to create their own torn-down variations, test each variation against the original homepage, and present the results at the live event.<\/p>\n<p><strong>Because<\/strong>\u00a0results are much more compelling than conjecture\u2026<\/p>\n<p>Each of the three copywriters sat down with their respective teams to think up a new variation, sticking strictly to copy changes. Joanna\u2019s team decided to employ the all-powerful \u201cbecause\u201d, applying the word to the beginning of each sub-header on the homepage.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04230505\/Variation-C-Joanna-Wiebe-1-700x842-1-532x640.png\" alt=\"Three variations of copy on a website homepage.\" width=\"532\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04230505\/Variation-C-Joanna-Wiebe-1-700x842-1-532x640.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>Joanna\u2019s variation utilized the word \u201cbecause\u201d multiple times.<\/em><\/div>\n<p>And nothing happened.<\/p>\n<p>In fact, all three variations failed to move the conversion needle on the VerticalResponse homepage. \u201cIt was a flat line for all of us. There was no winner, no jump, nothing budged,\u201d says Joanna.<\/p>\n<blockquote>\n<p>\u201cBut none of us believed we were going to win. You can\u2019t just take a magic word like \u2018because\u2019 and convert a lot of people, you can\u2019t shortcut the process.\u201d<\/p>\n<p>\u2013 Joanna Wiebe, Conversion Copywriter, Copyhackers<\/p>\n<\/blockquote>\n<p>\u201cThe problem was we were jumping into the copywriting tricks, but these tricks shouldn\u2019t come into play until you\u2019re in the editing stage, which comes after the giant research phase where you dig in and listen to your audience,\u201d explains Joanna.<\/p>\n<p>At Conversion, we Explore\u00a0before we start any type of experiment. Your visitors are unique: do you know as much about them as you could? Examine at the data, the voice of customer research, Amazon reviews, and feedback and customer surveys before you even start testing copy.<\/p>\n<p><strong>Because \u201cbecause\u201d may not be the right motivator for your audience.<\/strong><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"theproblemwithfree\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The problem with FREE!<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>It\u2019s hard to argue against \u201cfree\u201d. Add the word \u201cfree\u201d on or near your call-to-action and you\u2019ll probably see a spike in conversions. There are a ton of case studies floating around the ether that back up the conversion power of \u201cfree\u201d (including a few on our site). I mean, who doesn\u2019t love free stuff?<\/p>\n<p>I\u2019m sure you\u2019ve heard of\u00a0<a href=\"http:\/\/web.mit.edu\/ariely\/www\/MIT\/Papers\/zero.pdf\" target=\"blank\" rel=\"noopener\">Dan Ariely\u2019s Hershey\u2019s Kiss experiment<\/a>; what Langer is to \u201cbecause\u201d Ariely is to \u201cfree\u201d. In this study, researchers offered people a Lindt truffle for 26 cents and a Hershey\u2019s Kiss for 1 cent and saw a nice 40\/40 percent split. They then dropped the price of both chocolates by 1 cent and observed that 90% of people chose the free Hershey\u2019s Kiss.<\/p>\n<p>Ariely points out that \u201cpeople tend to ignore the opportunity cost associated with getting things for free\u201d \u2014 in this case, giving up the more luxurious truffle in favor of the free Kiss. There\u2019s no denying \u201cfree\u201d is powerful.<\/p>\n<p><strong>Savings phrases you should test:<\/strong><\/p>\n<ul>\n<li>Buy 1, get 1 free<\/li>\n<li>Free shipping<\/li>\n<li>Save<\/li>\n<li>Savings<\/li>\n<li>Discount<\/li>\n<\/ul>\n<p>I\u2019m not here to tell you that you shouldn\u2019t use the word \u201cfree\u201d. But, I do want you to ponder \u201cfree\u201d with me for a minute.<\/p>\n<p>In 2016, with so many marketers competing for consumer attention, is it possible that users have become wary of \u201cfree\u201d?<\/p>\n<p>I recently heard\u00a0<a href=\"https:\/\/twitter.com\/oligardner\" target=\"blank\" rel=\"noopener\">Oli Gardner<\/a>, Co-Founder of\u00a0<a href=\"http:\/\/unbounce.com\/\" target=\"blank\" rel=\"noopener\">Unbounce<\/a>, deliver a talk on landing page optimization. He explained his mistrust of \u201cfree\u201d in a world where (almost) nothing is truly free.<\/p>\n<p>\u201cStart your free trial\u201d but, first, I need your credit card information.<br \/>\n\u201cGet your free ebook\u201d but first, give me your email address.<\/p>\n<p>Your users pay for everything they download, every free trial they enroll in, with their time, information, and money. In his presentation, Oli cited data mined from the Unbounce A\/B test archive that showed the use of the word \u201cfree\u201d actually decreased conversions in two different instances.<\/p>\n<p>Fellow Unbouncer,\u00a0<a href=\"https:\/\/twitter.com\/ContentVerve\" target=\"blank\" rel=\"noopener\">Michael Aagaard<\/a>, had another argument against \u201cfree\u201d. He mused that \u201cfree\u201d sets troublesome user expectations. He explained that \u201cfree\u201d can be dangerous: overuse the term and your users might start to expect free stuff, balking when your offerings aren\u2019t free.<\/p>\n<p>Before you start giving things away for \u201cfree\u201d, you should consider the future impact of \u201cfree\u201d on your business objectives.<\/p>\n<p><strong>Because<\/strong>,\u00a0<strong>you<\/strong>,\u00a0<strong>free<\/strong>,\u00a0<strong>instantly<\/strong>, and\u00a0<strong>new<\/strong>\u00a0\u2014 they\u2019re a persuasive bunch, it\u2019s true. But without proper research and testing, you\u2019ll never know if these five words are persuasive for your users on that page, on that button, on that headline, or in that context.<\/p>\n<p>You should test the Fab Five, but don\u2019t take \u2018em at their word.<\/p>\n<p>Of course, these are just five words you could try out on your site. There are\u00a0<a href=\"https:\/\/en.oxforddictionaries.com\/explore\/how-many-words-are-there-in-the-english-language\">1,025,110 words in the English language<\/a>. Surely there are other important ones to test?<\/p>\n<p>Yes! There are!<\/p>\n<p>Below are 49 more words you can test in various scenarios, plus several case studies that might give you an idea or two!<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"actionwordstotestonandnearyourcalltoaction\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Action words to test on and near your call-to-action:<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><blockquote>\n<p>\u201cAdding a verb to a call-to-action will generally increase click through.\u201d<\/p>\n<p>\u2013\u00a0Michael St. Laurent, Director of Experimentation Strategy and Product Development Lead<\/p>\n<\/blockquote>\n<ul>\n<li>Get<\/li>\n<li>Receive<\/li>\n<li>Continue<\/li>\n<li>Start<\/li>\n<\/ul>\n<p><strong>The \u201cGet\u201d obsession<\/strong><\/p>\n<p>There\u2019s an obsession with the word \u201cGet\u201d on calls-to-action. When I asked Michael Aagaard about his go-to words that convert, he said \u201cI like \u2018get\u2019.\u201d<\/p>\n<p>According to Darlene Price, author of\u00a0<em><a href=\"https:\/\/www.amazon.ca\/Well-Said-Presentations-Conversations-Results\/dp\/0814417876\" target=\"blank\" rel=\"noopener\">Well Said! Presentations and Conversations that Get Results<\/a><\/em>, certain \u201cwords help your customers visualize how good they\u2019ll feel and what they\u2019ll gain when they own your product or use your service.\u201d Words like \u201cget\u201d.<\/p>\n<p>The word \u201cget\u201d primes you to think of what you\u2019re getting. You\u2019re not Submitting information (notoriously, one of the most hated call-to-action words), you\u2019re\u00a0<strong>Getting<\/strong>\u00a0something. Getting is fun, getting communicates value and anticipation.<\/p>\n<p>You\u2019re not filling out a tedious form, you\u2019re\u00a0<strong>getting a free ebook<\/strong>!<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234302\/Hubspot-Get-700x291-1-640x266.png\" alt=\"A screenshot of a CTA from the HubSpot website.\" width=\"587\" height=\"244\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234302\/Hubspot-Get-700x291-1-640x266.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>I pulled this CTA from HubSpot\u2019s site. Notice the \u201cGet\u201d.<\/em><\/div>\n<div><\/div>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234404\/ConversionXL-Get-700x338-1-640x309.png\" alt=\"A screenshot of a CTA from ConversionXL.\" width=\"588\" height=\"284\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234404\/ConversionXL-Get-700x338-1-640x309.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>This call-to-action is from ConversionXL: \u201cGet the free e-book\u201d<\/em><\/div>\n<div><\/div>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234503\/Unbounce-700x389-1-640x356.png\" alt=\"A screenshot of a CTA from Unbounce.\" width=\"600\" height=\"334\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234503\/Unbounce-700x389-1-640x356.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>Unbounce wants you to \u201cGet started\u201d.<\/em><\/div>\n<p>\u201cGet\u201d is everywhere. But that doesn\u2019t mean it\u2019s always the best option.<\/p>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>One of our clients provides an online consumer information service \u2014 users type in a question and get an Expert answer. The call-to-action on page 1 or their 4-page funnel reads \u201cGet an Answer\u201d.<\/p>\n<p>But users don\u2019t actually get an answer until they\u2019ve gone through each of the three subsequent pages in the funnel.<\/p>\n<p>During the data-collection (Explore) phase for this client, Conversion VP of Delivery Nick So\u00a0conducted a series of user tests: he watched groups of first-time users interacting with each page, recording their mouse movements. He also interviewed other first-time users, asking follow-up questions about areas that gave them difficulty.<\/p>\n<p>He found that, while the \u201cGet\u201d pulled users into the funnel, it also led to apparent friction when the user didn\u2019t get what they\u2019d expected on the next page. The \u201cGet\u201d was setting incorrect expectations.<\/p>\n<p>Nick designed a simple call-to-action test, aimed at reducing cognitive load and friction for users. He replaced \u201cGet an Answer\u201d with \u201cContinue &gt;\u201d on each page of the funnel, aside from the final CTA. (You know, the one that actually sent users to their answer\u2026) And by George, it worked!<\/p>\n<p>Not only did the call-to-action change increase conversions by\u00a0<strong>7.3%<\/strong>, it also reduced refunds by\u00a0<strong>-4.7%<\/strong>.<\/p>\n<p>\u201cGet\u201d can be a powerful motivator, but if your users aren\u2019t actually getting something when they click, be wary. If you have a multiple-step funnel, test \u201cGet\u201d against something more accurate and see what your users respond to!<\/p>\n<p><strong>More action words (and 1 adverb) to test on and near your call-to-action:<\/strong><\/p>\n<ul>\n<li>Explore<\/li>\n<li>Shop<\/li>\n<li>Compare<\/li>\n<li>Go<\/li>\n<li>Add<\/li>\n<li>Try<\/li>\n<li>Try it now<\/li>\n<li>Try it free<\/li>\n<li>Please<\/li>\n<\/ul>\n<p><strong>Pleading the case for \u201cPlease\u201d<\/strong><\/p>\n<p>I know, I know, \u201cPlease\u201d isn\u2019t an action word. But you should test it nonetheless!<\/p>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>We\u2019ve been testing with DMV.org for three years \u2015 they\u2019re a non-government affiliate website that earns revenue through performance-based advertising on content pages. DMV.org has a three-step funnel: the first 2 steps are on their site, the third is on a partner website (an insurance provider).<\/p>\n<p>Much of our testing is focused on step one in the funnel: the mini-banner where users search car insurance rates by zip code.<\/p>\n<p>When we tested politesse on said mini-banner, we found a huge range in conversion rate lift (and reduction) by location in the United States. Users in some states, like Kansas, responded positively to the use of the word \u201cPlease\u201d, while the same \u201cPlease\u201d killed conversion rates in other states like Utah and Oregon.<\/p>\n<p>Aside from making you question the universality of the magic words mom taught you, these results should encourage you to test \u201cPlease\u201d in your geo-segments!<\/p>\n<p>Don\u2019t assume the polite marketer always wins, but don\u2019t turn up your nose at \u201cPlease\u201d either (particularly if your users are in Washington).<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"testwordsthatcommunicatevalue\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Test words that communicate value<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>\u201cThe strength of your value proposition determines your conversion rate potential.\u201d<\/p>\n<p>\u2013\u00a0Chris Goward, Founder &amp; Managing Director of Conversion<\/p>\n<p>Value Proposition sits at the center of the\u00a0LIFT Model\u00ae\u00a0\u2015 one of our most popular optimization frameworks. This model allows you to evaluate your webpage copy from the visitor perspective, using the 6 conversion factors: Value Proposition, Clarity, Relevance, Anxiety, Distraction and Urgency.<\/p>\n<p><strong>Your value proposition<\/strong>\u00a0is a costs versus benefits equation. If the perceived benefits of what you\u2019re selling outweigh the perceived costs of what you\u2019re selling, users will be motivated to act.<\/p>\n<p>There are particular words you can use to emphasize your\u00a0Points of Difference\u00a0(PODs): these are the features of your product or service that are both important to your prospects and unique to your business (not offered by your competitors). These PODs are the core of your value proposition.<\/p>\n<p>What\u2019s\u00a0<strong>included<\/strong>\u00a0in your product or service? Can you emphasize the\u00a0<strong>quality<\/strong>\u00a0of what you\u2019re offering? Can you emphasize the\u00a0<strong>future satisfaction<\/strong>\u00a0your prospects will experience post-purchase?<\/p>\n<p><strong>Here are a few value words you should test:<\/strong><\/p>\n<ul>\n<li>Included<\/li>\n<li>With<\/li>\n<li>Quality<\/li>\n<li>Happy<\/li>\n<li>Satisfied<\/li>\n<li>You might also like<\/li>\n<\/ul>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>We ran a homepage test for one Conversion client designed to clarify the company\u2019s value proposition; they\u2019re a supplier of maintenance and repair products.<\/p>\n<p>Their original page featured multiple products with no clear headline and no clear call-to-action. We wanted to better communicate their Points of Difference.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234702\/HDS-Control-No-Logo-1-700x361-1-640x330.png\" alt=\"A screenshot of a client's original homepage.\" width=\"593\" height=\"306\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/04234702\/HDS-Control-No-Logo-1-700x361-1-640x330.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The original homepage was lacking in Value copy.<\/em><\/div>\n<p>So, we redesigned the hero section on this page, adding a headline, a bulleted list of value points and a call-to-action.<\/p>\n<p>In the headline, we emphasized the client\u2019s \u201chighest\u00a0<strong>quality<\/strong>\u00a0products\u201d, and in the value point list, their \u201c<strong>free<\/strong>, next-day delivery\u201d, \u201cno minimum order size\u201d, and wide variety of products. The call-to-action read \u201cShop all categories\u201d.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201346\/Variation-No-Logo-1-700x415-1-640x379.png\" alt=\"A screenshot of a webpage with a hero section, value headline and value points list.\" width=\"594\" height=\"352\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201346\/Variation-No-Logo-1-700x415-1-640x379.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>We added a hero section with a Value-headline and Value points list.<\/em><\/div>\n<p>These copy changes led to a\u00a0<strong>3%<\/strong>\u00a0conversion rate lift. If you feel like you could better emphasize your PODs, you should test words on or near your call-to-action that highlight your unique value proposition!<\/p>\n<p><strong>Pro Tip<\/strong>: In his classic book\u00a0<em>The Marketing Imagination<\/em>, Theodore Levitt gives the advice that if your offering is intangible (like a service versus a product), you should use words that tangibilize your offering and value proposition.<\/p>\n<p><a href=\"http:\/\/www.nickkolenda.com\/copywriting-tips\/\" target=\"blank\" rel=\"noopener\">Metaphors and specific claims<\/a>\u00a0enable your users to better grasp the uniqueness of what you\u2019re selling. For instance, \u201cWe\u2019ll contact you shortly\u201d might not resonate as much as \u201cWe\u2019ll respond to you within 24 hours\u201d.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"ifyourusershaveanxietyissuestest\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">If your users have Anxiety issues, test<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Depending on your business, your users may be particularly sensitive to\u00a0<strong>Anxiety<\/strong>\u00a0(another of the LIFT Model\u2019s 6 conversion factors). If you\u2019re a big, recognizable brand, users may be more than ready to hand over their credit card information\u2026but that just isn\u2019t the case for a lot of online businesses.<\/p>\n<p>You have to ask yourself: What are potential misgivings my visitor could have about undertaking this conversion action?<\/p>\n<p>Anxiety is a function of the\u00a0<strong>credibility<\/strong>\u00a0you have built with your visitor and the\u00a0<strong>trust<\/strong>\u00a0you are asking them to have.<\/p>\n<p>We often see patterns of user Anxiety emerge during the Explore phase, when we\u2019re researching a client\u2019s unique audience. These sensitivities might come out in customer feedback and voice of customer research, or in clickmap data that shows user interest in a security badge or product reviews, or in revisiting past test results.<\/p>\n<p>If you suspect your users might need some reassurance when it comes to your product\u2019s credibility or your trustworthiness as a company, you should test some of the following words:<\/p>\n<ul>\n<li>Featured in<\/li>\n<li>Secure<\/li>\n<li>Privacy<\/li>\n<li>Trusted<\/li>\n<li>Verified<\/li>\n<li>Expert<\/li>\n<li>One-on-one<\/li>\n<li>Specialist<\/li>\n<li>Talk to<\/li>\n<li>Guaranteed<\/li>\n<li>24\/7<\/li>\n<li>Live chat<\/li>\n<\/ul>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"ifyourusersaresensitivetourgencytest\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">If your users are sensitive to urgency, test<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>In your call-to-action copy, is there an indication that the action needs to be taken\u00a0<strong>now<\/strong>?<\/p>\n<p>Urgency has two components: Internal (or how your visitor is feeling upon arrival) and External (or influences you can introduce to your visitor).<\/p>\n<p>While Internal Urgency is generally pre-existing when your visitor is on the page, the tone of your presentation, offers and deadlines can all influence External Urgency.<\/p>\n<p>The following words and phrases can help you match your visitors\u2019 internal urgency and add external incentives that up the urgency ante.<\/p>\n<ul>\n<li>Limited<\/li>\n<li>In stock<\/li>\n<li>Hurry<\/li>\n<li>Today<\/li>\n<li>Before it\u2019s too late<\/li>\n<li>While supplies last<\/li>\n<\/ul>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>In a test we ran for a large flower retailer, we experimented with adding an urgency phrase near the \u201cAdd to cart\u201d CTA on a mobile product page.<\/p>\n<p>People buy flowers for special occasions, they buy flowers to say \u201cCongratulations\u201d or \u201cI\u2019m sorry\u201d; there\u2019s a good chance that visitors to this site already have some sort of internal urgency.<\/p>\n<p>This company was already tapping into social proof (more on this concept in a minute) with a banner that stated \u201c85 bought this product in the last 4 hours\u201d. We wanted to introduce some theoretical deadlines to find out if users were sensitive to urgency.<\/p>\n<p>We tested the following 2 phrases: \u201cOrder before it\u2019s too late!\u201d and \u201cProduct available while supplies last.\u201d<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201521\/1-800-Urgency-700x169-1-640x155.png\" alt=\"A photo of different urgency phrases.\" width=\"602\" height=\"146\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201521\/1-800-Urgency-700x169-1-640x155.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>In variations A and B, we added different Urgency phrases.<\/em><\/div>\n<p>The former decreased conversions by -1.95% while the latter lifted conversions by almost 8%. In this case, it seemed as though users responded to the slightly less dramatic urgency phrasing versus the more obvious fear-of-loss-inducing urgency statement.<\/p>\n<p>There were a couple of takeaways from this copy test:<\/p>\n<ol>\n<li>Users were, in fact, influenced by urgency phrasing<\/li>\n<li>Users seemed to respond to a more factual urgency statement<\/li>\n<\/ol>\n<p>These are insights that this client can now feed into copy experiments throughout their site and mobile app.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"ifyourusersaresensitivetosocialprooftest\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">If your users are sensitive to social proof, test<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>We are social creatures. Marketers have been tapping into that fact for a long time.<\/p>\n<p>Robert Cialdini popularized the principle of social proof in his book\u00a0<em>Influence<\/em>. He explains, \u201c[O]ne means we use to determine what is correct is to find out what other people think is correct [\u2026] We view a behavior as more correct in a given situation to the degree that we see others performing it.\u201d<\/p>\n<p>Social proof is a favorite psychological trigger among marketers, and for very good reason. It works. Four of five dentists recommend Trident, remember? Just look at\u00a0<a href=\"https:\/\/econsultancy.com\/blog\/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them\/\" target=\"blank\" rel=\"noopener\">user reviews<\/a>: 63% of customers are more likely to make a purchase from a site which has user reviews and these consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers.<\/p>\n<blockquote>\n<p>\u201cWe like to think that we\u2019re independent thinkers, that we\u2019re unique individuals. The truth is, however, that the need to fit in and belong is wired into our brains and our biology. We want to fit in. We want to be like the crowd. This is such a strong drive that when we\u2019re in a social situation, we look to others to see how to behave. It\u2019s not a conscious process; we don\u2019t know we\u2019re doing it.\u201d<\/p>\n<p>\u2013 Susan M. Weinschenk, Author,\u00a0<em>How to get people to do stuff<\/em><\/p>\n<\/blockquote>\n<p>If you suspect your users are sensitive to social proof, test the idea! You could give prominence to your great user reviews or the outrageous number of \u2018Likes\u2019 your product or page has on Facebook.<\/p>\n<p>You can also test words that tap into social proof. One of our favorites is \u201cJoin\u201d.<\/p>\n<p><strong>Here are a few more:<\/strong><\/p>\n<ul>\n<li>Join<\/li>\n<li>Join [X] Americans<\/li>\n<li>Together<\/li>\n<li>Become a member<\/li>\n<li>Exclusive<\/li>\n<li>Most popular<\/li>\n<li>Recommended<\/li>\n<li>Best selling<\/li>\n<\/ul>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>We toy with copy often for DMV.org, trying to reinvent that first step in their funnel, and we\u2019ve seen great success with social proof. In fact, when we first introduced copy meant to tap into social proof,\u00a0<strong>we increased conversion rates by 40.39%<\/strong>.<\/p>\n<p>Apparently, DMV.org users were more than happy to \u201c<em>Join<\/em>\u00a01,972,984 Americans who searched for lower car insurance rates\u201d.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201623\/DMVControl.png\" alt=\"A photo of the original DMV mini-banner.\" width=\"591\" height=\"183\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201623\/DMVControl.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The original DMV mini-banner.<\/em><\/div>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201708\/DMVSocialProof.png\" alt=\"A variation of a DMV mini-banner.\" width=\"614\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201708\/DMVSocialProof.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>Our variation, emphasizing social proof with the phrase \u201cJoin 1,972,984 Americans\u2026\u201d<\/em><\/div>\n<p>Don\u2019t underestimate the power of the group. Instead, you should test it!<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"testwordsofencouragement\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Test words of encouragement<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>The dynamic duo of\u00a0<a href=\"https:\/\/twitter.com\/tonw\" target=\"blank\" rel=\"noopener\">Ton Wesseling<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/BartS\" target=\"blank\" rel=\"noopener\">Bart Schutz<\/a>, CEO and CIO at Online Dialogue respectively, told me that some of the most effective language they\u2019ve tested encourages users to click by preparing them for what will come next.<\/p>\n<blockquote>\n<p>\u201cTell the user what will happen once they click. Clicking sometimes comes with uncertainty \u2015 you can take this away by telling the user what they can expect at the next step.\u201d<\/p>\n<p>\u2013 Ton Wesseling, CEO, Online Dialogue<\/p>\n<\/blockquote>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>When we tested with Telestream, a video-editing software provider, we tested calls-to-action on the Checkout page. The Control CTA read \u201cPlace Order\u201d. The next step, however, allowed users to review their order and then place their final order.<\/p>\n<div class=\"main-content__image-component\" style=\"text-align: center;\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201913\/TEL-Control-700x75-1-640x69.jpeg\" alt=\"A screenshot of the original Telestream CTA.\" width=\"595\" height=\"64\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05201913\/TEL-Control-700x75-1-640x69.jpeg\" data-ll-status=\"loaded\" \/><br \/>\n<em>The original Telestream CTA read \u201cPlace Order\u201d.<\/em><\/div>\n<blockquote>\n<p>\u201cThere were problems with the control. The CTA was misleading: users thought that after clicking, that was that and they could exit the site, but they still needed to confirm their order. We wanted to address that issue and add an element of comfort, assuring users that they had another step before confirming their order for good.\u201d<\/p>\n<p>\u2013 Claire Vignon Keser, Conversion<\/p>\n<\/blockquote>\n<p>So, we changed the CTA to \u201cContinue &gt;\u201d and added a sub-header that read \u201cYou can review this order before it\u2019s final.\u201d<\/p>\n<p>This sub-header helped to set user expectations for the next step, promising them one more chance to make sure everything was a-ok with their order before it was finalized.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202012\/TEL-Var-B-700x89-1-640x81.jpeg\" alt=\"A variation of the Telestream CTA.\" width=\"598\" height=\"76\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202012\/TEL-Var-B-700x89-1-640x81.jpeg\" data-ll-status=\"loaded\" \/><br \/>\n<em>Our variation read \u201cContinue &gt;\u201d with a sub-head: \u201cYou can review this order before its final.\u201d<\/em><\/div>\n<p>This variation saw a\u00a0<strong>conversion rate lift of 4.3%<\/strong>.<\/p>\n<p>You should also test words that communicate simplicity. Prepare you users for what they can expect next and let them know that the journey to the next step will be painless. Humans generally choose the path of least resistance.<\/p>\n<p><strong>Test:<\/strong><\/p>\n<ul>\n<li>Easy<\/li>\n<li>[X] Easy Steps<\/li>\n<li>Instant<\/li>\n<li>Quick<\/li>\n<\/ul>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"testwordsyourusersuse\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Test words your users\u00a0use<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>I read a lot as a kid, which is why I have a pretty good vocabulary. And I love words: big words, melodious words, multi-syllabic words. I don\u2019t love repetition in writing, I don\u2019t love simple staccato sentences\u2026I love to celebrate language!<\/p>\n<p>But I am not my prospect. Perhaps the trickiest part of conversion optimization is realizing that\u00a0<strong>what you like has nothing to do with what your prospect likes<\/strong>. The words you use to describe your business, service, or product are probably not the words your prospect uses.<\/p>\n<p>The great thing about conversion optimization is that, once you come to terms with the fact that\u00a0<em>you know nothing<\/em>, you can open your eyes and ears to the words your customers use. And you can use \u2018em too.<\/p>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p><a href=\"http:\/\/pineconehill.annieselke.com\/c\/FA1\" target=\"blank\" rel=\"noopener\">Annie Selke<\/a>\u00a0is a luxury home-ware goods retailer. In that vein, their site featured the word \u201cpalette\u201d when referring to the different colors that products came in. For instance, on the product category page, you could filter by \u201cpalette\u201d.<\/p>\n<p>I love that word: pal-ette. It rolls off the tongue. It communicates refinery and luxury, artistry and good taste.<\/p>\n<p>But there was a bit of terminology confusion on this page. Users could filter by \u201cPalette\u201d or sort products by \u201cColor\u201d.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202113\/ANN-4.8-Control-700x464-1-640x424.jpg\" alt=\"A screenshot of Pine Cone Hill's website and color palette.\" width=\"591\" height=\"392\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202113\/ANN-4.8-Control-700x464-1-640x424.jpg\" data-ll-status=\"loaded\" \/><br \/>\n<em>Is it \u201cpalette\u201d or is it \u201ccolor\u201d?<\/em><\/div>\n<p>In the research phase, Conversion Director of Experimentation Strategy and Product Development Lead, Michael St Laurent\u00a0gathered telling heatmap data that indicated a lot of user engagement with \u201cColor\u201d and less with \u201cPalette\u201d.<\/p>\n<p>This led him to hypothesize that replacing the word \u201cPalette\u201d with the word \u201cColor\u201d would result in more clicks to the color filters. (Users had responded very positively to colour related changes in the past).<\/p>\n<p>He also wanted to test adding visual color representations to the filter, hypothesizing that once open, users would be better able to relate to the colors and find a more relevant product quicker, thus increasing conversions.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202215\/ANN4.8-700x553-1-640x506.jpg\" alt=\"In Round II of testing, we reverted to the original 'Sort By' functionality.\" width=\"595\" height=\"470\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202215\/ANN4.8-700x553-1-640x506.jpg\" data-ll-status=\"loaded\" \/><br \/>\n<em>Note the use of the word \u201cColor\u201d and the visual color representations.<\/em><\/div>\n<p>He wasn\u2019t wrong. This isolated change was responsible for a\u00a0<strong>7% lift in clicks to the color filter<\/strong>\u00a0and a\u00a0<strong>6% lift in completed orders<\/strong>.<\/p>\n<p>I may like \u201cPalette\u201d but Annie Selke users prefer \u201cColor\u201d. And that\u2019s that.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"doesyourcopyalignwithyourbusinessgoals\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Does your copy align with your business goals?<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>This is, perhaps, the most important question you should ask yourself when writing conversion copy.<\/p>\n<p>You must be mindful of your ultimate business goals when writing your calls-to-action. It\u2019s well and good to debate \u201cGet\u201d versus \u201cContinue\u201d but, sometimes the bigger question is: Should your users be getting what they\u2019re getting or\u00a0<em>should they get something else<\/em>?<\/p>\n<p>I promise this\u2019ll become clear.<\/p>\n<p><strong><u>Case Study<\/u><\/strong><\/p>\n<p>When we started testing with SaaS giant,\u00a0<a href=\"https:\/\/magento.com\/products\/enterprise-edition\" target=\"blank\" rel=\"noopener\">Magento<\/a>, they were offering a free demo of the Enterprise Edition of their software.<\/p>\n<p>The main CTA on this product page was \u201cGet a free demo\u201d. Makes sense, right? You\u2019ve got \u201cGet\u201d and \u201cfree\u201d and when the user clicked, they knew what they were getting into. All in all, a quality call-to-action.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202327\/Magento-Original-700x398-1-640x364.png\" alt=\"The original Magento Enterprise Edition homepage and CTA.\" width=\"605\" height=\"344\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202327\/Magento-Original-700x398-1-640x364.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>The original Magento Enterprise Edition homepage featuring the \u201cGet a free demo\u201d CTA.<\/em><\/div>\n<p>Looking at clickmap data, however, we noticed that users were really engaged with the informational tabs lower down on the page \u2015 they had the option to try the free demo, but they were looking for more information. Once they had finished browsing tabs, there was nowhere else to go. So, we decided to add a secondary \u201cTalk to a specialist\u201d call-to-action.<\/p>\n<p>This CTA hadn\u2019t existed prior to this test, so the literal infinite conversion rate lift Magento saw in qualified sales calls was not surprising. What was surprising was the phone call we received 6 months later: turns out the \u201cTalk to a specialist\u201d leads were far more valuable than the \u201cGet a free demo\u201d leads.<\/p>\n<p>Today, after several subsequent test rounds, \u201cTalk to a specialist\u201d is the main call-to-action on this page.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202419\/Magento-Today-700x292-1-640x267.png\" alt=\"Magento's updated CTA.\" width=\"597\" height=\"249\" data-lazy-src=\"https:\/\/widerfunnel-marketing-website-production.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2018\/10\/05202419\/Magento-Today-700x292-1-640x267.png\" data-ll-status=\"loaded\" \/><br \/>\n<em>Today\u2019s Magento Enterprise Edition homepage features a \u201cTalk to a specialist\u201d CTA.<\/em><\/div>\n<p>The moral of the story, here? You can do all of the copy testing you want to on your website, but if your primary call-to-action isn\u2019t directly aligned with the goals that are most valuable to your business, you could be missing opportunities.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"bonuswordstoavoid\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Bonus: Words to avoid!<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Sometimes, the best laid plans end up totally backfiring. For instance, if I want to assure users that I won\u2019t spam them, I might put a small sub-header near my email opt-in that reads \u201cDon\u2019t worry, we won\u2019t spam you.\u201d<\/p>\n<p>But all the user sees is SPAM! That could actually be adding to Anxiety rather than reducing it. Be careful not to prime your users negatively.<\/p>\n<p>Speaking of headlines and buttons, the two tend to work together\u2026so you should optimize the two together.<\/p>\n<p>Let\u2019s say you want users to download your new resource on CRO tips. Your headline reads: \u201cWant to get more CRO tips?\u201d and your two buttons read: \u201cDownload now\u201d (the action you want the user to take) and \u201cNo, I don\u2019t need any CRO tips\u201d.<\/p>\n<p>The negative button is better aligned with your headline, which might just encourage users to click \u201cNo\u201d. You could be inadvertently optimizing the opt-out button! Make sure that the path of least cognitive resistance flows toward your opt-in call-to-action.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t\n\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--form\">\n\t\t\t\t<div class=\"sticky-newsletter\" data-target=\"post-newsletter-anchor\" data-device=\"desktop\">\n                \t<div class=\"post-newsletter\" data-target=\"post-newsletter\">\n    <h4 class=\"post-newsletter__title\">Real-world growth experiments. In your inbox. 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