Using More Effective Language to Improve Conversion Rates

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Many factors make a difference to your website's conversion rates. The design quality, navigational structure, and inbound marketing strategies are all important, but perhaps the most powerful tool is the actual language you use on your website. By understanding your visitors' needs and preferences and using more effective language, you can improve your conversion rates without spending more money on advertising or other marketing strategies.

Answer Potential Customer Questions
What are the most common questions from prospects? A meeting with key sales personnel will determine the most common questions, or check with customer support staff to find out key pre-sales questions. Once you know the most typical questions, include the answers within primary content areas of your website. This will not only address the uncertainties of potential customers, but also show you understand their needs from the outset.

Improve Conversion Rates by Encouraging Visualization
Studies have shown that if people can visualize themselves using certain products or services, they’re much more likely to buy. For example, "Our furniture takes six weeks to deliver" creates no strong mental image, whereas "Your furniture will be delivered in six weeks and set up in your home" is a much more personal and powerful statement.

Aim Your Language Toward Visitors to Improve Conversion Rates
Many businesses still spend too much time talking about themselves, and not enough time addressing potential customers and their concerns. If you want to improve conversion rates, it's essential to address their needs frequently. Explain clearly how they will personally benefit from your products or services, using the words "you" more than "we."

Simpler Language Can Improve Conversion Rates
It may sound good to you or your copywriter, but if your language doesn't connect with visitors immediately, you could be seriously damaging conversions. Straightforward, concise language that’s easy to understand will keep visitors on your site. After all, visitors essentially want information. If it's hard to read, people will go elsewhere.

Use the Language of Your Customers
Adding a search box to every page of your site will help you track exactly what visitors are searching for. Then you can adjust the language of your content to reflect the words your visitors are using to describe your products and services. This should help consumer engagement and improve conversion rates by improving readability and demonstrating you're in touch with what people want.

Include Obvious Calls to Action
Make sure you have clear calls to action on every page of your site. Use language that directs visitors to other pages to either purchase products or discover more. Persuade visitors to take positive action with clearly marked buttons, and clearly-defined links. Avoid vague buttons such as "Click Here." Instead, try "Call Us Now," "Add to Cart," or "Signup Now For Free."

Address Prospects' Concerns
People often shy away from taking further action - such as filling out a form - simply because they are fearful of the consequences. Include language that reassures visitors. "We don't share your details with anyone else" is often used on websites because it's such a reassuring phrase. Include your privacy policy below or next to any forms that visitors have to fill in. And make it clear on your order page if you offer any guarantees.

Use Better Headlines to Improve Conversion Rates
A well-written headline with language that highlights the key benefits of your products or services is more effective than a headline that merely states what the product is. For example, "Toothtone: The New Musical Toothbrush For Children" is a weak headline. "Children Can't Wait to Clean Their Teeth With Toothtone Musical Toothbrushes" is more likely to improve conversion rates.

Avoid Spelling and Grammatical Mistakes
Spelling mistakes and grammatical errors make your site look amateurish. Many visitors will find it too irritating and go elsewhere to make their purchase. If necessary, call in professionals to clean up your content, or simply check your copy a few times before it goes live.

By using some of these techniques and spending more time with your target audience on blogs, forums, and social media sites, you can create more of a connection with potential customers. Listen to what your customers are saying about you, your products, and your services, and alter your language accordingly. This should make your website more user-friendly and accessible, and ultimately improve conversion rates.

About the author
Over the past 8 years, Federico Einhorn supported by the FullTraffic Team of programmers, search engine specialists, and designers, have turned FullTraffic into a leading international company of traffic suppliers for small to medium sized businesses. - Read more stories from .
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