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Grow Your Business Sales & Marketing

Words of Wisdom: Ad Language Impacts Landing Page Conversions

Words of Wisdom: Ad Language Impacts Landing Page Conversions
Credit: Rawpixel.com / Shutterstock

Lead generation is all-important in the digital marketing world, and one of the best ways to capture leads is through a lead generation landing page. Website landing pages represent the first stage in the customer acquisition process and are used to collect basic data like name and email address, thus providing opportunities to establish the ongoing relationships that allow for more targeted marketing in the future.

But landing pages don't always convert, and marketers don't always know why. However, new research suggests that word choice has a direct impact on landing page conversions.

Unbounce, a landing page and conversion marketing platform, conducted an in-depth study of more than 74 million landing page visitors. According to the company's Conversion Benchmark Report, choosing the right language, especially when considering reading level and emotional response, can dramatically impact a business's ability to turn traffic into leads and, ultimately, sales.

Some of the report's key findings may resonate with marketers who are already seeing regular conversions. As an example, Unbounce found that prospects may feel overwhelmed by some landing page copy, which explains why minimal text tends to drive more conversions, and why copy written at a ninth-grade or lower reading level improved conversion rates for six of the 10 industries examined in the report. This is especially true for the real estate industry, in which landing page copy written at a sixth-grade level triggered 200 percent more conversions than copy written at the college level.

While the Conversion Benchmark Report revealed that fear-driven words can decrease conversions (think "bankruptcy," "court" and "risk" in the credit and lending industry), the report surprisingly showed that positive language can have the same effect. For businesses in the travel, home improvement and vocational studies industries, words that convey joy – words like "safe," "friendly," "excellent," "happy" and "success" – also had a negative impact on conversion rates.

"Some of what we found was as we'd have expected it," said Rick Perreault, CEO and co-founder of Unbounce. "But other findings were seemingly counterintuitive … and therefore even more valuable data-driven insights for marketers. Our vision has always been to empower businesses to create better marketing experiences. We hope the findings give marketers and agencies the information they need to drive even higher converting campaigns in the future."