How Word Choice Impacts Conversion Rate

Looking to increase your website conversion rate? What words share your message as effectively as possible? The average American can see up to 300-700 marketing messages every day, according to conservative estimates. With so much banner noise, every marketing angle needs to shine with a purpose and rise above the dark matter of flash ads and useless sidebars. A lot of time in the design phase of marketing and website development, but A/B testing shows that even small details such as single word choices, can have considerable results.

Emotion Drives Conversions

That should be a marketing slogan. Every word, especially in headlines, call to actions, and conversion buttons should be made to drive the audience to do something, whether to purchase a product, or to reflect on something. The words you use can relate what you have to say most effectively. To help, here are the top word choices for different sets of emotions, and their use cases.


  • Emotion
  • Sense of Urgency
  • Instant Gratification
  • Loyalty/Commitment
  • Useful For
  • Actionable Items
  • Showcasing Benefits
  • Highlighting Community
  • Word Choice
  • Now, Hurry, Ends Soon
  • Instantly, New, You
  • Join, Become, Share
  • Use Case
  • Promotions, Conversion buttons
  • Leads, Headlines, Persuasive Copy
  • Sign Ups, Trial Offers, Social Sharing


The art of content marketing comes into play by how you weave these into your natural brand story. Plastering “JOIN NOW!!!” all over every button and call to action will lend the user to ignore all the marketing noise, successfully ruining any chance of positive conversion rate performance.

Crafting simple, elegant pieces of information that give users what they are looking for, will be far better received. For higher conversion rates, embark on an early Spring Cleaning of your website content, and incorporate the “less is more” approach. You will find your audience to be more engaging.

As an Orange County marketing and design agency, Brandastic experiences an array of clients, audiences and conversion rate needs. Share your story with us today and learn how to Ignite your Potential®®!

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