Copy Writing for Conversions: 13 Ways Emotion Affect Your Landing Pageshttp://2.gravatar.com/avatar/?s=96&d=mm&r=g
Copy Writing for Conversions: 13 Ways Emotion Affect Your Landing Pages
With only 22% of businesses reporting that they are content with their conversions, it becomes apparent that there is a gap for strategies that can bump up conversion rates.
Leveraging emotion offers one of the viable answers, but as per the research, diverse industries respond differently to content optimized to impel particular emotional reactions. Here are 13 ways emotion affects your landing pages.
According to one survey, copy containing as little as 1% of words that arouse anger results in conversion dips as big as 25 percent. The statistic was based on the travel industry, and even though the 25% drop may not hold true in other sectors, it is safe to assume that content laced with anger evoking words causes substantial conversion decrement. Particular words to avoid include terror, unfair, lie, fees, etc., as well as similar contexts.
Fear has a dual impact on conversions depending on how it is used: either positive or negative. On the negative side is fear that taps into the fight or flight response. Content triggers it with words such as terror, hot, bear, bang, despair, desert, unending, and any other context that arouses dread. To maximize conversions, content should be entirely devoid of such words or their related settings.
Fear of losing out
On the positive side is copy that slightly fans the fear of losing out. It can substantially drive conversions if implemented right. For a product that is selling out fast, subtly pointing this out taps into the native fear of losing out thereby activating a subtle nudge to make the purchase. Time limited deals also have the same effect.
Content that tries too hard to drive traffic down the funnel often comes off as coercive. People see it as an attempt at manipulation and the realized effect, contrary to the intended result, is a traffic leak and reduced conversions.
The key around this is subtlety and offering value – copy should not have cliché strategies widely considered manipulative. If interested buyers sense a product is falsely being promoted as one that is flying off the shelves, for instance, the chances of them buying reduces significantly.
Happy content, according to surveys especially works well in the Travel and health industry. By extrapolation, such content will also drive conversions better in the majority of fields. Words found to promote happiness include guide, save, satisfy, friendly, award, etc. Of course, formulating happy content should not be overdone to the point of superfluity.
Long content pieces cause traffic drop-offs due to boredom. In fact, pages with 100 or fewer words of content have been found to convert substantially better (50%) than pages exceeding 500 words. Given, long content has its advantages such as in in-depth reviews but in general, to be on the safe side, a minimal content approach is preferable when well mixed with other media (e.g. videos, pictures, illustrations).
Verbose copy can not only lead to boredom, but it can also hurt a would-be customer’s confidence in credit and lending, and business consulting enterprises. It logically makes sense due to the infamy of some establishments to hide crucial details in fine print, a risk that increases with increase in content. A concise approach is more beneficial.
Disgust is a potent conversions killer yet most content producers do not go the extra mile to curate copy accordingly. Blame, cheat, collapse, disaster, bloody, and other words in the same order should be avoided; or rather, used sparingly – preferably, in happy contexts to nullify any element of disgust.
Words that kindle joy such as success, graduation, achievement, award, and the like, especially when used in higher education and home improvement settings, bump up conversions. The efficacy is greater in these two sectors since most people associate home improvement and higher education with the joyful response of achievement.
Excitement is a gem emotion to impel in sectors that traditionally thrive on the same in particular the performance motoring industry. A person interested in purchasing a performance car, for instance, can be primed for the purchase through content that embodies the vehicle’s driving experience.
Frustration is another potent conversion killer that many copy producers elicit inadvertently. Great copy, if not coupled with the right links, a navigable and responsive site, quick loading pages, etc., only causes frustration for guests resulting in traffic leaks. Great content is only one side of the coin, and all other site aspects must be attended.
Anticipation is a handy emotion to leverage, but it requires tact to pull off – lack of which results in the opposite unwanted effect. If overdone, traffic may not stick around long enough to find out what it is on the other side of the veil. Those who stick around, after discovering what was being driven at, may feel cheated after weighing the level of anticipation educed against the reward.
Trust is imperative in health, law, and travel industries. It builds a bridge that dissolves both doubt and fear thereby boosting conversions. Copy that implies experience and expertise works best. Testimonials, stories of happy, satisfied clients can also do the trick. Likewise, words that arouse distrust such as lie, cheat, fail, etc., should be avoided.
Emotion can be the master key standing between a business and its dream conversion goals. However, since the sectors mentioned above are non-exhaustive, more research is necessary to find the best emotions to take advantage of as per one’s industry of influence to optimally propel conversions.