There is a copywriting trick to boost conversions that most don’t know about.

But first, we have a trivia question:

Why doesn’t water taste of anything? It’s because our taste buds are calibrated to not notice the taste of water so we can pick up on impurities.

How did reading it make you feel? Did it excite your brain?

This is an example of a surprising detail.

When potential buyers are reading our sales pitch it’s hard for them to remain focused.

But, as a copywriter responsible for boosting conversions I need prospects to read the whole pitch.

To optimize conversion rates we need to think of ways to get readers to meaningfully engage with your core message.

The copywriting conversion trick most don’t know about is this:

Sprinkling in surprising product-relevant facts is a clever way to optimize conversion rates.

Why this conversion boosting idea works

Surprising details (like the reason for the neutral taste of water) serve multiple purposes:

• Add excitement to the copy.
• Because they’re interesting they stick in the mind of the reader. Now even if they leave your site there is a higher chance they’ll remember you.
• Act as mini mental breaks for the reader. Give the reader an energy boost.
• Make you look good. Shoppers find expertise sexy and tossing in a few relevant interesting facts makes you look smart.
• The shopper is receiving free value (knowledge).

Whether you are selling RFID chips, potato chips, or anything in between there are plenty of surprising details that can be sprinkled into your sales copy.

Types of surprsing details to add

The keyword here is surprising details. Including boring or obvious facts will do nothing to boost conversions (they may hurt them). You are looking for fascinating facts that are:

• Little known
• Easy to follow (don’t make the reader do a mental somersault to understand)
• Contrarian

Remember

The job of a copywriter isn’t to convert the shopper. Sure that’s the ultimate goal but the more immediate goal is to absorb our whole pitch. Statistically speaking, the probability of conversions is massively higher for readers that reach the bottom of the pitch. Conversely, it’s almost guaranteed that you will not convert a shopper who stops mid-way through the pitch. So insert as many juicy surprising details as you can think of.

FURTHER READING

We hope you enjoyed this article that talked about using interesting details to boost conversions.

We’ve spent the last 13 years in our marketing lab, experimenting with ways to optimize conversion rates and grow sales. If you’re interested we’d like to share our key insights:

— The most important page on your site is the product page. Why is that and why focus on product pages?

— On the product page (also called PDP) the most important element is the product description. This is where we present our product sales pitch (also called product story). This product story presentation needs to be perfect. We have just one chance to convert this visitor (only 15% of visitors ever return). Learn how to construct the perfect product story.

— The opening of your product description really matters. We call it the art of the start and you can learn more about it in this article: The Art of The Start.

— The Myth of the Perfect Product Page

— Once the basic product story has been developed it needs to be reframed to influence the psychology of the buyer you are trying to convince. Everyday shoppers encounter an incredible number of ads. As a result, they rely on a mental checklist to decide if they should consider a brand, or not. We’ve identified these 9 checklist items and developed a conversion copywriting process. To learn more (and see examples) visit our most important article: Conversion Copywriting: How to Craft a Product Story That Converts.

ABOUT FRICTIONLESS COMMERCE

We deliver an unfair advantage to technical product DTC brands by improving their advertising effectiveness by 20% in 90 days. Our secret? A buyer psychology copywriting framework. The process.

If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.

If you want to make your life easier and still increase conversions, jump on a call.