The Power of Language: How Subtle Copywriting Changes Can Increase Conversions

Written by Beth Cunniffe: Content manager.
· 4 minute read

For any online business, conversions through their website are the end goal. Whether it’s buying a product from their website, signing up to a newsletter or requesting a quote, businesses are always looking for ways to increase their conversion rates.

Conversion rate optimisation (CRO) is arguably the most important part of internet marketing. After all, it’s no use getting high volumes of traffic through your website if none of it converts into real tangible custom that benefits your business.


Basically, it’s like having a shop full of customers but no one wants to buy anything.


It’s widely accepted that UX is so important when it comes to your conversion rate optimisation. If a user has a good experience on your website, the flow is intuitive and the site is easy to navigate, you’re more likely to increase your CRO.


But one thing that is often overlooked is content.


Language is powerful and the content you use on your website can help you increase conversions. Focusing too much on design and ignoring your content can be costly. And it’s always worth making some minor changes to see what works; as these three case studies highlight.



Copywriting Case Studies


A website selling auto repair products, changed the heading relating to a product from “Repairs Blown Head Gaskets in Just One Hour” to “Does your car have a blown head gasket?” and increased conversions by 36%.


The new headline is much more engaging rather than being merely informative. It asks the consumer a question which they have to stop, think about and ultimately answer; before deciding whether they need this information, engaging with the content and adding the product to the basket. Crucially, it targets people who know their car has a blown gasket head AND those who suspect they might. It hands control of the information over to the consumer.


Schuh changed their Call to Action from “Buy Now” to “Add to Bag” which led to a 17% increase in basket adds.


The word “buy” is too immediate and doesn’t give the customer a chance to think about their purchase, whereas “add to bag” gives the impression that they have time to make up their mind. “Buy” indicates that a consumer is going to have to part with money whereas “add to bag” is something they could effectively save for later. require their customers to click a Call to Action in order to access more information about properties. By changing their CTA from “Order information and prices” to “Get information and prices” they increased their conversion by 14.79%.


The words “order information” only conveys something the consumer must do whereas “get information” shifts the focus away from an action, towards what the consumer is going to receive instead. It’s a lot more enticing and it makes it seem as though the consumer doesn’t have to do a lot to access the information. We’re lazy people at the end of the day!

What have we learned?


It’s clear that the power of language should never be underestimated and it’s important to test out your theories to see what works and what doesn’t. But for truly effective conversion rate optimisation, there isn’t simply one area to focus on. Evidently, your content is extremely important in terms of conversion rate, but it should be incorporated into a wide range of marketing aspects. As Michael Aagaard, King of Conversion Optimisation says, “Psychology, statistics, UX & design, web analytics, research, copywriting and not least business sense are the core components of real CRO.”


If you’d like to increase your conversion rate with us, give us a call 0161 236 7161 or drop us an email.


*Case studies sourced from Michael Aagaard

How Subtle Copywriting Changes Can Increase Conversions