24

Start Your Headlines with the Most Important Message

Your value proposition (or headline) can make or break your page. Within a split-second people decide if they stay or leave. Having a clear headline is super important.

Starting your headline with the most important message will help to create this clarity. The headline “An Enterprise-Level WordPress Appointment Booking Plugin” doesn’t start with the most important thing, which is booking appointments with WordPress site. We would suggest testing if flipping the headline would perform better “WordPress Appointment Booking Plugin on An Enterprise-Level”.

headline value proposition most important first

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

23

Improve Readability With Bullet Points

People don’t really read your page. They quickly scan it, and if they like it, they might read.

Your page should be easy to scan. You can do this by using a clear headline, clear subheadings and bullet points. If someone only reads the titles and bullet, they should get the whole picture of your offering.

improve readability

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

22

Ask Your Customers Why They Bought

You can gain a lot of very valuable insights from your existing customers when you want to optimise your site. After all, if there’s anyone who knows what the main reason is people are buying from you, it’s the people who are buying from you.

The actual reason why people buy can be very different then you might assume.

An example:

A newspaper thought that most people signed up because they inform people about the news. When I asked customers why they actually bought, they all said one thing…

Continue reading

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

21

Emphasize the Pain Your Customers Have, Before Presenting Your Solution

If you are solving a problem of your customers, such as back pain, it’s sometimes very effective to emphasize the pain – before presenting your solution. 

So, how does it work?  

You begin by stating the pain on your page “Do you have back pain? Then, before showing the solution, you should stick a knife in their pain, and keep twisting the knife until they scream…. well, figuratively speaking 🙂 

Continue reading
emphasize pain

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

20

Phrase Your USP’s as Gain or Loss, Depending on the Risk

People are risk-averse when they have something to gain. When people have something to lose, they take more risks. People won’t take a lot of risks when they could win $100, but will definitely take more risk when about to lose $100. People are willing to take more risk to minimize the chance of losing it.

This effect is known as the reflection effect and was discovered by Nobel-prize winner Kahneman. When you want customers to make a risk-averse choice (such as buying from you), test by phrasing your USPs as gains. When you want customers to make a risk-seeking choice (such as switching to you), phrase your USPs as losses.

usp as gain or loss depending on risk

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

11

Reframe ‘We’ and ‘Our’ Sentences With a ‘You’ and ‘Your’ Focus

Your visitors don’t care about you, frankly put. They quickly want to know what’s in it for them. Many websites are using an inside-out approach in their copywriting style. It’s all about the company itself, not about the customer.

What’s the most powerful word of the English language? It’s you. Try reframing all we-focussed sentences with you-focussed sentences. Make it about them and remove the words we, ours, me, and I. For instance, “We do X” would become something like “You can get X” and “We will review your landing page” would become “Get your landing page reviewed”.

You Versus We

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

9

Make Sure Your Unique Selling Points Are Actually Unique

I see this very often. A business writes down their unique selling points (USP’s), but doesn’t compare them with the competition.

When you offer free shipping, and your competitors do as well, your free shipping is not unique.

Your visitors will compare you with your competitors. If you offer the same benefits, you’re not really unique. Emphasize your unique differentiators, those that others don’t mention and, ideally, something they can’t compete with.

Don’t have a unique USP? Well, a great way is introducing a new benefit others don’t mention. For example, if you sell toothpaste you could say ‘It won’t hurt your gums’. Of course, other kinds of toothpaste won’t hurt gums either, otherwise, they won’t be legal to sell. But by saying this you are subtle implying that other brands might hurt someone’s gums, which makes you unique.

usp that are unique

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

4

Use the Five Most Powerful Words of the English Language

Let’s start with a simple exercise. In the next 30 seconds, write down the first things that come to your mind when you think of the word “holiday”.

Finished? Great. What did you write down? Sun? Beach? Relaxing? Getting wasted? 5-star resorts? Hostels? Snowboarding? Backpacking? Swimming? Getting a tan – or getting burned? Hiking – or doing nothing at all? Now ask someone next to you to do the same. When you compare your associations of the word “holiday” with the other person, you’ll see that the other person probably came up with different things than you. A simple word such as ‘holiday’ makes it clear that everyone has different thoughts, interpretations, emotions, and motivations when hearing or reading a single word. Each word sets a particular tone and expectation.

The five most persuasive English words might seem a bit simple. Don’t be fooled, the power is in their simplicity and clarity. Scientific research revealed the effectiveness of the following five words over and over again. Memorize the following five words so you can use them the next time you’re writing.

Here we go: You, Because, Free, New & Instantly. Need a mnemonic? YBFNI. Memorize it. Use it.

most powerful english words

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

3

Your Landing Page Should Match Your Ads

Chances are, most of your visitors come to your site via an ad. Make sure you match your visitors’ expectations by using the same message and branding on your landing page as you did in the ad. There should be a nice “scent” between your ads and page. Think about your headline, the images, styling, and wordings.

A few weeks ago I was looking for a flight from Amsterdam. I clicked on an ad saying “Fly to Cusco From Amsterdam”. So far, so good! But when I landed on the airline site, the headline said “Cheap Flights From Brussel to Cusco”. Epic fail! I wanted to fly from Amsterdam – not Brussel. I closed the site within 3 seconds. A classic example of not matching visitors’ expectations.

match ads

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

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So who comes up with these tips, anyway?

Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.

Gijs Wierda

Gijs Wierda