TEST YOUR TEXT!How Language Can Drive Conversion

Spencer PadwayMinister of Search

@SpencerPadway

AGENDA

• Know Your Audience

• Sentiment Matters

• Be Clear With Your Action and Benefit

• Commitment Issues

• Speak FROM Your Users

• 5 tips to research your audience and their language

‘Buy Now’ is the best call to action right?

KNOW YOUR AUDIENCE

‘Buy Now’ is the best call to action right?

Not with Gamers:

KNOW YOUR AUDIENCE

KNOW YOUR AUDIENCE

“Get It” raised conversion over “Buy

Now” by 21.2%!

“GET IT”

“Get It” raised conversion over “Buy Now” by 21.2%!

KNOW YOUR AUDIENCE

TAKEAWAYS

Analyze forums, comments, reviews and more to understand how your audience speaks.

Don’t assume something works best just because others are using it.

SENTIMENT MATTERSThink about how the language makes you (and your

audience) feel

+ 15%

SENTIMENT MATTERS

TAKEAWAYS

Take the time to understand the sentiment of your text and any connotations it may have.

Associate the text with items in your life or having your users do the same is a good way to get sentiment.

Run user testing to see peoples reactions to the text of the buttons.

ACTION & BENEFITBe specific with the action and benefit for your CTAs

Email signups = 21.7%

Source: http://backlinko.com/social-squeeze-page

TAKEAWAYS

Make sure your audience knows exactly what they need to do and why they should do it.

Look at user comments and reviews to understand the benefits that stand out the most.

Choose your [Brand]Get StartedShopCompare PlayersChoose your playerBuy Now

This text change caused an increase in conversion by

COMMITMENT ISSUES

+440%

The more a CTA asks a user to commit, the more hesitant a user will be.

TAKEAWAYS

Ease your audience through the funnel. The bigger the action is, the easier the transition would be.

See how you can break the action up into steps or make it seem less committal

Changing“Start Your Trial” to

“Start My Trial”

resulted in +90% in CTR.

SPEAK FROM YOUR USERWriting CTAs in the first person is persuasive.

TAKEAWAYS

Write your actions in a manner that seems most natural to think or do. They are reading a website, not talking to you.

First person is natural to read.

5 ACTIONS TO IDENTIFY YOUR LANGUAGE

• Examine your audience

• User testing

• Personas

• Use your customers

• Test, Test, Test!

Thank you!

Questions?

@SpencerPadway

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