When the site copylogger.com came out with their eBook ‘Magnetic Headlines’, they revolutionized the world of web copywriting. Generally speaking, ‘Magnetic Headlines’ explained how to write a ‘click bait’ headline years before that this term appeared. The authors of Magnetic Headlines also foresaw the ‘listicle’ before that became a common place term also.
So the techniques used to draw traffic with a headline are well known at this point, and if you haven’t read ‘Magnetic Headlines’ yet, you should go ahead and do so. You may wonder, how visitors of the site convert into customers once they’ve opened up your blog post, advertorial or other landing page.
Call to action buttons or CTAs are the engines of landing page conversions and the details’ matter. There are plenty of cases where simply changing the color of a CTA button can spike conversion rates drastically. More important than the color is wording, used for a call to action, as soon as it is extremely decisive.
With that in mind, Nik Chaykovskiy, the expert of Semalt Digital Services, explains what words have been psychologically proven to supercharge a CTA button.
Good things come to those who wait. That’s all well and good, but when it comes to getting someone to buy something, signup, or otherwise spring into action, you want to appeal to the base human need for instant gratification. This is why words like “instantly”, “quick” or “now’ can help boost CTA conversion rates. There are MRI brain studies that corroborate this too.
Human beings are excited by the allure of things that are new. “Something’s going to happen, but what? I don’t want to miss it!” This is the same kind of thinking that keeps the gambler at the poker table for hours, and the addict drinking and drugging into the wee hours of the morning.
A well-known study carried out by the British Governments’ funded study has found that when you use a customer’s name in sales copy, this stimulates a unique brain response. Of course, it’s not possible to use a customer’s name in general web advertising. still, using the second person pronoun ‘you’ has some of the same punch.
People like to have reasons for their actions, and if you’re asking someone for a favor he or she will be more likely to oblige you if they know why you’re asking. The word ‘because’ followed by a positive clause has a lot of power. Consider this as a CTA button for a weight loss product: “Because You Can Lose The Weight” It has a nice ring to it, doesn’t it?
This one’s almost a no-brainer. Everyone loves free stuff and offering something as ‘free’ is the path of least resistance to the impulsive part of a person’s brain. However, most consumers have become savvy. Nobody likes to be made a fool of, and most people will think twice before clicking on a CTA button that has ‘free’ written on it. So yes, ‘free’ can convert, but make sure to use it sparingly and only when you truly have something to offer with no strings attached.