Copywriting for Conversions: 9 Ways Emotions & Numbers

We all know words matter - in life, but also in marketing.

When it comes to copying the landing page , much debate has started over what words to choose, the context in which they are used, the order in which which they are presented and the amount you use to convey a message.

"Shorter is always better - no one has the attention span to read hundreds of words! "

" long pages get better results! "

" Use fear to persuade readerss to act!

"Forget the fear, pull on their sensitive cords! "

The truth is that these best practices The result of gut instinct and a ton of trial and error 'errors. And what works for one sector may not work for the next. So even if so and so discovers the key to high converting real estate landing pages, that same key might not unlock the full potential of your legal landing page. .

I understand, you need more granular, data-driven information to help inform your marketing copy. Hell, we need information based on data.

So we did something.

With the help of the Machine Learning model and an Emotion Lexicon , Unbounce data scientists analyzed the behaviort 74,551,421 visitors on 64,284 lead generation landing pages to reveal what type of emotional language is effective in 10 popular industries.

They looked at eight basic emotions (anger, anticipation, disgust, fear, joy, sadness, surprise and confidence) and analyzed how the copying associated with these emotions affected user behavior. Specifically, they examined how ge language associated with these emotions correlated with the number of users who converted on a page. Not only that, they looked at how word count affects conversions - useful for marketers and copywriters.

Download the full report here , or check out some of the juicy ideas below.

9 Industry Specific Tips On How Many Emotions And Word Count Affect Conversions

1) In the travel industry, gardez positive language

Our results showed that if even 1% of the page copy evoked feelings of anger or fear, conversion rates could be up to 25% more low.

Data from The Anti-Bounce Conversion Benchmark Report

Some of the keywords that evoke fear or anger include: "limited, " "money, " "hot, " "desert, " "endless, " "challenge, " "treat, " "fresh , "" rail, "" bear, "" buffet, "" bang, "" cash "and " despair ".

(I don't know not for you, but the limited money, hot deserts, and endless fees seem terrible to me.)

On the opposite side of the spectrum, words that have established trust include: "enjoy, " "secret, " "top, " "guide, " "save, " "personal, " "spa, " "politics, " "provide, " "star, " "reward, " "friendly " and "recommend. "

Keep in mind, however, this data was generated by an algorithm, so if you are using this as a starting point for optimization, use your best judgment.

2) Don 't Disgust in Business Consulting

Business consultants have a bad reputation. Tel evision shows as House of Lies paint a picture of the relentless consultant to earn money.

Whether or not this impacts conversion rates or not, we'll never know for sure. What we do know, however, is that you should probably avoid words associated with disgust.

Data taken from Benchmark report on bounce-free conversions

The study found that words like "blame, " "cheat, " "collapse, " " disaster "and " offend "tend to negatively affect conversions.

Which, when you look at them together like this, isn't so surprising.

3 ) Fear doesn't lead to more conversions (most of the time)

Words associated with fear often had a negative impact on conversions, especially in the areas of health, law and travel.

Data from The Benchmark Report on Bounce-Free Conversions

In the board to businesses, however, we've found that filling 1% to 2% of your copy with words creating a sense of fear and unease can actually help co-release rates.

So , definitely don't be liberal with the scary words, but you might see improvement with a little spice here and there.

4) Shoot for Short and Sweet Business Services Pages

When it comes to business services, treat your landing page like a pitch and keep the copy crisp and concise.

Data from The Benchmark Debounce Conversion Report

Data have shown that overall, pages under 100 words convert 50% better than those over 500 words .

And when you consider words to cut Or keep in mind that words that evoke trust can have a positive effect on your conversion rates. The caveat? You must be extremely trustworthy, which means that more than 8% of your language must involve trust - words like "leader, " "compliance, " "account, " "powerful " and "maintenance. "

5) Spreading the joy of higher education

Advancing your education is a beautiful thing, so it is not surprising that words associated with joy correlated with higher conversion rates on average in the education sectorsuperior.

Data from Anti-bounce conversion Benchmark report

Words associated with Joys commonly found on higher education pages include "scholarship, " "graduation, " "sharing, " "succeed, " "success " and "Excellency. "

6) Words of trust work in some industries ... but not in others

Using words unconsciously to instill a sense of trust can lead higher conversion rates in the travel and business services sectors .

In the area of ​​credit and loans, however, the wordstrust can hurt conversions:

Data from Debounce Conversion Benchmark Report

The study showed that words that boost a sense of trust should be used strategically and sparingly - for up to 3% of your copy . of this, conversion rates were up to 10% lower.

Common words associated with confidence in credit and loans were "advice " "pay, " "cash, " "lender, " "law, " "landline " and "advice ". "

7) Keep a copyconcise in the area of ​​credit and lending

Analysis of thousands of lead generation landing pages in Credit and Loan revealed that fewer copies > is often correlated with more conversions.

In fact, the study found that while staying under 400 words is a good thing, less than 100 words have almost double the conversion rate .

Data from The Benchmark Report on Bounce-Free Conversions

8) Avoid buzzwords in business consulting

If you work in the business consulting industry, you might be thinking that words tSuch as "predict " "achievable, " "achievement, " "exceed " and "excel " all help to hype your offering, but your audience may perceive them as words fashionable empty .

The report showed that pages with more than 1.5% copy creating a sense of anticipation around the offer correlated with pages with conversion rates up to 25% lower.

Data from The Benchmark Non-Bounce Conversion Report

9) The joy is not always a conversion booster

Although joy has had a positive impact on conversion rates for the higher education industry, having too many associated wordsto joy correlates with fewer conversions in the legal and DIY industries.

Data from The Benchmark Report on Bounce-Free Conversions

In the domain home improvement in particular, the best converting pages tend to have less than 1% of their copy communicating joyful concepts . Words associated with joy of living home improvement included sun, perfect, content, money, salary, special, safe, happy, and more.

Choose your words wisely

When in it When it comes to writing marketing copy that converts, no word should be selected without a goal in mind.When creating your landing pages, be sure to pay close attention to how each word will affect your target audience and influence conversions.

Did any of the data surprise you? Let us know in the comments!