The other day, I was on Barney’s website looking at some shoes, what makes this interesting is I noticed a couple of things about their website that I never noticed before. Then I went on a couple of other websites from high-end to small business. Doing compare and contrast of what I was seeing. The words and phrases used in your website copy are just as important as the visuals you display on your site. They should invoke emotion and an immediate call to action when a victor lands on your website. Here are three call-to-action phrases hindering your business.
As stated above the copy on your website is essential in converting window shoppers into loyal customers. Today, I want to focus on these phrases below and how when I saw them they invoked different emotions from each other.
Free Shipping vs. Complimentary Shipping
When I see “Free shipping” I am thinking oh yeah I get free shipping after spending a certain amount of money. If you read 3 Mistakes You’re Making With Your Online Store you know this a huge no, no. You should provide customers with free shipping regardless of how much they spend. I share with all my clients to factor shipping into the overall cost, which is something lots of realtors do. Complimentary Shipping gives me a luxury feeling that they are giving me something above the call of duty. One phrase makes you think what do I need to spend to receive “free shipping” and “complimentary shipping” provides me with upscale luxury.
Purchase vs. “Invest”ment
When a client is about to launch their website, I go over it with a fine-tooth comb to make sure everything is working right. This is something where I basically rip their website apart to make sure there are no errors. Errors are not just on the checkout page but all over. If the copy, call-to-action banners and more are working altogether for an overall experience. Do you realize the more people are growing financially they are becoming aware of how they spend money? Say shop and purchase have a negative connotation to them verse invest. When you are investing you are talking long-term and return on your investment. You can invest in your clothing, shoes, makeup, hair, or even service from companies. You want your customers to see their newfound goods or services from you as a “invest”ment not just an everyday purchase.
Sign Up vs Join Our VIP List
Once again, we are going to back to the psychology of how your customers want to be perceived when they land on your website. Everyone signs up for a newsletter that feels like everyone has the same benefits. However, when you throw in the words “join our VIP list” switches the motors in your customer’s minds of how you value them. They are not just people you sell items to. They are important people you want to connect with through your email marketing campaigns.
Psychology plays a huge role in a business that most people are not aware of. The copy in your call-to-action banners and phrases throughout the site determines how your future and current customers will perceive themselves through your eyes. Does this business owner want to provide me with a luxurious experience that allows me to invest in my business or lifestyle?