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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.
This is an example of an interesting fact.
How did reading it make you feel? Did it excite your brain?
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 interesting product relevant facts is a clever way to optimize conversion rates.
Why this conversion boosting idea works
Interesting facts (like the taste of water example above) 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.
- Make you look good. Shoppers find expertise sexy and tossing in a few relevant interesting facts makes you look smart.
Whether you are selling RFID chips, potato chips, or anything in between there are plenty of interesting facts that can be sprinkled into your sales copy.
Just Google It
You might not be able to think of interesting facts about your business this second but a quick Google search will give you plenty. Whether you sell gourmet popcorn or sleep Apnea machines there are plenty of interesting facts about your product. As an illustration, here are some interesting eCommerce stats from my world. Find them and use them to engage your new visitors and boost conversions.
Types of fascinating details to add
The keyword here is fascinating 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)
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 interesting details as you can think of.
A LITTLE ABOUT US
We are Frictionless Commerce and over the last 13 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. And once we understand how your site visitor thinks we use our 9 point copywriting process to convince and convert them.
If you’re on LinkedIn much you
can should definitely connect with me. On LinkedIn, I post ecommerce conversion ideas every day, multiple times a day.