Not all words are created equal. So when it comes to advertising, conversions, and branded content words could mean all the difference. So what words drive readers away and which words should you be using instead? Here are seven conversion-sabotaging words you need to avoid at all costs.
Submit is derived from the word submission, and therein lies the problem.
It has a negative connotation of being inferior, yielding, and nobody wants to feel like they're giving up anything especially when you're already asking for any personal information like an email or name. In a study by Dan Zarella from HubSpot, he found that the call to action "submit" had a lower conversion rate and download or register were even worse.
Don't remind people they need to give you money.
Like "submit," reminding your reader they have to fork over money can negatively affect your conversions. High friction words remind people that going through the process will be a chore, and who likes doing chores? Nobody.
Use words that will compliment your page and add a personalized touch.
Even saying you won't spam someone's email makes them less likely to give you their email.
In a test done by Michael Aagaard from Unbounce, he found that the line "100% Privacy - We will never spam you" in the form field backfired by over 18%. Avoiding any words with negative connotations will help with conversions.
Even if you're trying to distance yourself from native practices, naming it still gives it power and puts the reader on their guard.
"We" makes you seem like you speak for the Galactic Empire.
While it may seem harmless to refer to yourself as "we," it seems people don't care as much about you and want to know if you can help them be a "better version of themselves."
The message you should always be hammering into copywriting should be centered around solving the reader's problem.
Write more personalized copy for better conversions.
Everybody likes free stuff, but when paired with the word "download" it may be screwing up your conversions. iMPACT's study on their text button doubled their conversions when they changed the button from "Free Download" to "Show me how to attract more customers."
Adding a personalized touch with a promise can increase conversions of 78.5%.
Never use "your" in the call to actions.
While the rule of thumb for most sites is to write in the second person, using the word "your" in the call to actions. Michael Aagaard also discovered through A/B Testing that switching to the first person in the call to actions had a difference of 25% in conversions.
Just switching "your" free trial with "my" free trial had a 90% increase in click through rate when it comes to a benefit the user will receive.
Save Time & Money
The bane of all cliche phrases is "save time and money."
You've probably seen this catchphrase hundreds of times in your lifetime. And Joanna Wiebe from CopyHackers has finally written the reason why everyone should stop using it. Every hour spent, is money spent. Other people have more money to buy time, and time is a scarce, and non-renewable resource.
People don't value money and time equally and prioritize our needs differently. Time-related messages stir up emotional feelings, and money-related words appeal to our practical sides. This mishmash of tired cliches doesn't work for either solution.