9/1/2010
For Conversion Optimization, Choose Your Words Carefully
A trigger word is a word that initiates a process or course of action. To optimize conversions on a website, it is essential to use positive trigger words and avoid negative trigger words.
Positive, persuasive words include –
• Because
• Best
• Discover
• Easy
• Free
• Guarantee
• Health
• Love
• Money
• New
• Proven
• Results
• Save
• You
Negative, action-stifling words include –
• Bad
• But
• Buy
• Cheap
• Complicated
• Cost
• Expensive
• Fee
• Lose
• Obligation
• Problem
• Risk
• Sell
• Try
Test the power of these words for yourself. Scan the first set of bullets, and I’ll bet you’ll start feeling very good about life. Scan the second set and you’ll develop heartburn.
Putting negative words in a positive context doesn’t work. Instead, try –
• “Easy Ordering” instead of “No Complicated Order Forms”
• “Guaranteed” instead of “Risk Free”
• “Save Money” instead of “Low Cost”
It’s also wise to avoid –
• Acronyms
• Corporate gobbledygook- Solutions, leverage, cutting edge, synergy, etc.
• Cautious language – Probably, might, may, could, etc.
• Industry jargon
• Superlatives, exaggerated claims – World’s best, unbelievable, etc.
On this score, always write from the point of view of your customers. Assume they don’t know your acronyms, don’t want to know your jargon, have heard their fill of gobbledygook, are skeptical of exaggeration and are uninspired by a tentative seller. Keep all that in mind and your copy will drive more conversions.
Please contact us today for proven conversion optimization services and results.
