Converting Keywords You Should be Using
Certain keywords in landing pages, sign up forms and emails can strongly effect your campaign performance. Choosing converting keywords is a bit of an art but there are some simple rules to guide us.
Here we will look at what industry research has found to be the impact of keyword choices on conversions.
1 – Avoid business speak. We are not writing a business degree thesis, so its nearly always best to speak simply.
A new tool to aid in simpler language is available as a free Chrome extension – Dejargonator which highlights what it thinks is jargon, however we in marketing have unique jargon that it isn’t able to identify so easily!
Speaking in plain English is far from all that matters. The style of speach is very important too.
The objective is to focus on the problem and your solution. This is more important than talking about yourself or your business.
So, avoid using “we” style statements regularly.
Talk to People Directly as Individuals
Additionally you are not talking to a group of people, but a person. Address them as You. Starting a paragraph with a question – the very question your potential customers will be asking – immediately engages them and gets you right to the chase in a concise but freindly way.
Interestingly, it has been found that call to action sentences like “Get Your Free….” performs worse than “Get My Free…” as clickable text or in action buttons. So you are tring to write as if you are in their head, not your own head.
Positive vs Negative Style
In a call to action on a landing page or email its common to have additional blurb that is intented to reduce fear and objections. However this itself, if it is negative and emphasises a problem, even though you are stating this is not something you do, can negatively hit conversions. State in a positive style such as “We 100% Guarantee There is No Obligation”
In call to action buttons, where 1 or a few keywords are used, the word ‘Submit’ should be avoided, as it has a negative connotation. Instead, words like Get My Free Gift, or Get My Free Account Now, or evcen just “Continue” have been shown to have superior conversion rates.