Do you like wasting your customers time?
I hope not!
Good copy is written with constant revision - if a sentence isn't contributing to the goal, get rid of it.Also, useless words like: "very, just, seemed, perhaps", need to go now.
You can increase this score by making an emotional connection with your customers. Write about your customers desires, outcomes and feelings; rather than product features.
- 31% of advertisers report significantly greater profits with emotional campaigns
- Emotional copy results in donations over 2x higher for charities
Why does it work?
Professor Gerald Zaltman of Harvard Business School and author of “How Customers Think: Essential Insights into the Mind of the Market”. Found that 95% of cognition happens subconsciously from our emotional brain. Not only that, Antonio Damasio discovered that individuals with damage to the parts of the brain that controls emotions, had trouble making decisions. Showing that we rely on emotion to make decisions rather than logic and reason alone.
An easy way to use emotion to increase conversions is with scarcity – “Over 300 sold. Only 1 left in stock”. People don’t like to miss out.
Increase this score by having “just enough” high quality images.
Quality over quantity according to new research (see here), too many pictures may hinder conversions.
On a budget but want to take product photos that sell? Check out The Ultimate DIY Guide to Beautiful Product Photography.
Research shows people are more motivated to avoid loss than gain something. Great product descriptions emphasise non-tangible loss like missed opportunities and feelings. They may also highlight tangible monetary loss.
A product description for a suit could say “A suit says a lot about a person. Don’t lose that life-changing business deal because of your scruffy suit.” Rather than: “A suit says a lot about a person. A quality suit could help you make that life-changing business deal”.
DCfinder increased click through rate by 68% using loss aversion on their landing page.
Specific statistics and numbers
McDonalds doesn’t just say “we’ve sold a lot of burgers”. Any business can promote a subjective claim. McDonalds are authoritative and spell it out to you: “Over 247 billion served”.
Which newsletter would you rather join, one that says: “Join over 750,000 people now” or “join now”? The first one demands authority, creditability and satisfies social approval.
In product descriptions use statements backed up with facts! Instead of making subjective, “yeah yeah” claims like “the best quality fabric”. Say: “we tested 21 different fabrics from 5 countries for comfort, durability and strength”.
If you can’t back up a claim with evidence, then don’t make the claim! Your perceived trustworthiness will nose-dive.
Have you noticed something interesting?
Research suggests you have, and that's the use of numerals!
People are naturally drawn to numerals rather than words because; they stand out and people don’t like uncertainty. Which headline catches your eye: “10 ways to lose weight” or “ten ways to lose weight”?
Numerals are also much easier and quicker to read.
It's no wonder customers are cautious when anyone can sell online.
Customers won't buy if they don't trust you. That's why one of the foundations of any successful Shopify store is trust.
Trust can be built in several ways. The most effective are:
- Display a phone number and physical address
- Product reviews and testimonials. Even negative reviews can increase conversion rates
- A novel or at the very least, a 100% money back guarantee
- Display personality throughout your store and marketing
- Strong presence and social media.
Add a product video to increase conversions by 64-84%
Stats from StacksandStacks.com shows people are 144% more likely to buy after seeing a product video.Learn how to create high converting product videos