“Since I’m sure other people will mention the importance of conducting qualitative customer research, which is the foundation of conversion copywriting, I’ll take a second to defend humor. I wish more people knew that humor can be used as a strategic tool to build relationships, trust, loyalty, and goodwill with customers.”
“And while many people DO know this, most say, ‘Oh, it’s just not for my store.’ But humor isn’t one-size-fits-all! There is a sense of humor that will fit your brand perfectly (unless you sell coffins, probably). When you make a joke at the right time, you can take your nurturing campaigns further than they would go on their own.”
Think of it this way. Would you rather talk to the store clerk who has personality and makes you laugh, or the clerk who just tells you what you need to know and then tells you to go away?
My favorite example of funny ecommerce copywriting is Chubbies :
CRO Tips: Use Humorous Copy
There's nothing wrong with that salesperson who sticks to the facts, but no one will come back to your store because of your brilliant practicality or relentless logic. Including humor, even sporadically, will help you build a relationship with visitors and customers to increase conversions.
2. Psychology
When you read about CRO and growth tips,canada phone number format your mind probably focuses on tests, statistics and analysis; that is, the quantitative aspects. But, as we saw in copywriting, qualitative aspects matter too.
Brian Balfour of Reforge.com shares these tips on how to use psychology to drive more conversions:
Brian Balfour, Reforge.com
“I think most people understand that you need to be quantitative, but in the process, we lose sight of the psychology of our visitors. Why would they take a certain action? What motivates them? How do we reward them? Then, how do we translate those responses into action in our product, landing pages, emails, ads, etc.? Blending this skill with the quantitative side is really rare, but powerful.”
This is an example of how all this copywriting research can come in handy. Understanding who your customers are, why they act (or don’t), what motivates them, etc., puts you in a powerful position all around. Not only will you be able to increase conversion rates, but you’ll also be able to make smarter decisions about inventory, shipping, pricing, promotion—you name it.
As Talia Wolf of GetUplift.co explains , it all starts with truly understanding your customer: