How a Simple Word Change Can 2X Conversion Rates

How a Simple Word Change Can 2X Conversion Rates

Who says it's just a word? Nope, word is power.

In business, words have the power to connect with people. They have the power to influence buying and hiring decisions. However, you've got to make them work in your marketing communication.

The outcome? Using the right words can double your conversion rates. The case studies below don't lie.

Find out how a simple word change can help you achieve this. Learn what power words to use and how to boost your conversion. Let’s dive right in!

The Psychology of Words: Why They Matter

Words make up the sentences you use to convey a message. Imagine using the right words when communicating with people. They let you engage with people, influence their decisions, and drive them to take your desired action. 

That's why it's crucial to understand the psychology of words—They matter in your day-to-day interactions. That said, here's how they can impact people:

• Words make an impression. Words stick—they shape how people see you from the start. That first impression can be the difference between scrolling and clicking in a crowded market.

• Words shape perceptions. The right words can shift how people feel about your brand instantly. Use the wrong ones, and even great offers fall flat.

• Words build trust. Say it right, and people trust you. Say it wrong, and they bounce. Remember, trust isn't built with fancy design—it starts with how you speak.

• Words drive motivation. Words don't just talk—they spark action. A single phrase can nudge someone from “thinking about it” to buying now.

• Words influence decisions. One word can tip the scale between ‘maybe later' and ‘let's go.' That's the quiet power behind every high-converting message.

The deliberate use of words is impactful in business, especially in marketing. However, using those that help you meet your objectives is key. Understand that top marketing power words create or offer the following:

• Value and benefits: The right words highlight what's in it for them. Speak to the benefit fast, and they'll pay attention.

• Novelty and curiosity: Words like “new” or “discover” spark curiosity. They pull people in and keep them exploring.

• Urgency and scarcity: Phrases like “limited time” or “going fast” push people to act. Urgency in your words turns hesitation into clicks.

• Exclusivity and prestige: Words like “exclusive” or “members-only” make people feel special. That feeling drives engagement and action.

• Safety and security: Reassuring words like “secure,” “protected,” or “risk-free” ease doubts. People say yes when they feel safe.

• Simplicity and convenience: Use words like “easy,” “quick,” or “no-fuss” to reduce friction. Simple language makes people more likely to convert.

• Power and performance: Strong words like “proven,” “fast,” or “powerful” show your offer delivers. They make your message feel more compelling.

• Results and success: Words like “achieve,” “win,” or “get results” create confidence. People want to know that success is possible—and that your offer gets them there.

• Emotional triggers: Words that tap into fear, joy, pride, or relief connect deeply. Emotionally charged language makes your message unforgettable.

Discover some powerful words to use for conversions in the next section.

15 Powerful Words To Use for Successful Conversion

The use of word power is one of the secrets to a successful conversion. It can boost your conversion rates by about 12.7%, according to OptinMonster. That's why incorporating powerful words into your marketing content makes absolute sense.

A recent study reviewed 500 high-performing sales content pages from across different industries. With advanced text analysis tools, they identified power words with high conversion rates, some of which are as follows:

• You: Speak directly to your reader—”you” makes it personal. It turns generic copy into a one-on-one conversation. This word made a boost of over 25% conversion rate on the sales page.

• Free: People love getting something for nothing. “Free” grabs attention fast and lowers resistance. Nearly 75% of high-performing e-commerce pages constantly use this word.

• Now, it adds urgency and energy to your message. It nudges people to act immediately, not later. 

• New: It sparks curiosity and excitement. It makes your offer feel fresh, even if it's familiar. This word for featuring new products or services increased the conversion rate by almost 20%.

• Instant: It promises speed and convenience. It reassures people they'll get results without waiting. This word led to an 18% boost in conversion rate and a 30% increase in user engagement.

• Because: It gives people a reason to say yes. It makes your message feel logical and trustworthy.

• Proven: It adds credibility. It tells people others have tried it, and it works. The result? This word increased the conversion rate by nearly 10%.

• Guaranteed: It reduces risk and builds trust. People feel safer when there's a promise behind the product. Not only does it build trust, but it also increases conversion by about 15%.

• Exclusive: It makes people feel like insiders. It's a subtle way to boost value and desirability. Those using this word saw an increase in conversion rates by 12%.

• Limited: It creates scarcity. When something might run out, people move quickly. This word improved the conversion rates by nearly 15%.

• Easy: It lowers the mental barrier. People are more likely to act when it feels effortless. This word translates to a 10% increase in conversion.

• Amazing: It adds excitement and emotion. It makes the offer feel bigger, better, and worth checking out.

• Best: It signals confidence and authority. It positions your offer as a top choice.

• Save: It speaks directly to value. Whether it's time, money, or effort, people love to keep more of what's theirs.

• Try: It feels low-pressure and inviting. It opens the door without demanding a commitment.

Let's take a peek at real-world examples of how words boost conversion below.

Real-Life Examples of Word Changes with Increased Conversions

It's one thing to see how power words can increase your conversion; It's another to witness how word changes can do the same.

Take it from the case studies of some businesses on word optimisation. Here's how a simple word change can boost your conversion rate:

Case Study #1: Going's Homepage CTA

Word change: They changed “Sign up for free” to “Trial for free” on the homepage CTA using A/B testing.

Actual result: This resulted in a 104% increase in trial start rate month-over-month.

Pro tip: Consider experimenting with your CTA. A three-word change can make a world of difference in your conversion rate.

Case Study #2: Veeam's CTA Link

Word change: They changed “Request a quote” to “Request pricing” on a link.

Actual result: This increased their click-through rate by 161.66% from 0.54% to 1.40% with nearly 100% statistical confidence.

Expert advice: Consider incorporating word power in your link. The right wording, such as pricing, communicates better with your target customers or clients.

Case Study #3: GoCardless Website's Demo Button

Word change: They replaced “Request a demo” with “Watch a demo” by running an A/B test.

Actual result: With a 139% increase in conversion rate, the former version is more than twice as effective as the latter version.

Personal insights: A one-word change can skyrocket your conversion if you use the most relevant and impactful keyword.

Case Study #4: Izideo's Button Text

Word change: They switched the possessive determiner from “You” to “My” in a button copy (“Start You Free 30-Day Trial” to “Start My Free 30-Day Trial”).

Actual result: This one-word change in the button led to a 90% increase in trial sign-ups. What an amazing feat!

Real talk: Words can be personal—they resonate well with people. By using ‘my' in the button, your prospects feel entitled to a free 30-day trial.

Case Study #5: Aarhus Teater Website

Word change: They changed “Buy Ticket” to “Buy Tickets” on their website.

Actual result: This resulted in a 20% increase in direct sales for so many days. 

Key takeaway: It's impressive how turning a singular noun into its plural form can impact conversion. This means you need not make a drastic word change—just observing grammar can work wonders for your business.

Learn the key steps for increasing your conversion rate in the next section.

How To Boost Conversion with Word Change

A line is drawn between familiarising yourself with powerful words and making significant changes to your content. But what does it actually take to boost your conversion?

Let's cut to the chase—follow our crucial steps below for a simple word change to improve your conversion rates:

1. Get to know your target audience

The initial step is to conduct market research. It's crucial to master user search intent and find power words that match for SEO and conversion. That way, you'd know what words or phrases your target audience will likely use when searching online.

To get started, you can leverage AI-powered tools to identify your prospects. Then, sort them into segments based on the two key factors below:

• Demographics:

• Age
• Gender
• Location
• Social status
• Occupation
• Education

• Psychographics:

• Values and beliefs
• Personality traits
• Goals and aspirations
• Pain points and challenges
• Lifestyle preferences
• Social influences

By identifying and categorising your target market, you can plan out your marketing content more effectively and efficiently. You can determine the best words to use that will appeal to and resonate with your audience.

2. Set your marketing goals in place

Before implementing your marketing campaign through word changes, define your marketing objectives. What do you primarily aim to achieve from your marketing content? What do you specifically seek to gain from using power words and making word changes? 

Below are some common goals in business and marketing:

• To boost online visibility. Before changing your words, define your goal of increasing visibility to ensure your copy is optimised for discoverability across search engines and platforms.

• To drive website traffic. By setting a goal to drive traffic first, you'll know exactly how to craft words that prompt people to click and land on your website.

• To increase audience engagement. Setting an engagement goal helps you use words that resonate with your audience, encouraging them to comment, share, and interact with your content.

• To generate more leads. When lead generation is the goal, your copy should directly guide prospects to take action, like signing up or downloading a resource.

• To convert leads into sales. Setting a goal to convert leads into sales first allows you to tailor your messaging to be persuasive and nudge prospects toward making a purchase.

Take it from Jesse Hanson, Content Manager at Online Solitaire and World of Card Games. They always start with clear marketing goals before implementing their campaigns. He boldly says, 

“We want to ensure that our content strategies align with our marketing objectives. From our experience, we've seen that clear and simple language resonates best with our players.”

Hanson explains,

“When we streamlined our game instructions and button labels to be incredibly intuitive, we noticed a significant increase in player engagement and retention. Avoiding jargon and focusing on straightforward action words made the experience more enjoyable and accessible, directly contributing to positive user interaction metrics.”

3. Plan out your content optimisation

With a deep understanding and clear goals, you can now employ contextual marketing. It's time to plan and execute your strategies by creating pieces of content and incorporating power words.

But even in seemingly unrelated fields, the power of the specific use of language holds true. 

Case in point: Consider educational platforms marketing to potential students and how they phrase their messaging. Instead of a generic ‘Start Learning,' a more specific call to action like ‘Begin your journey to learn Latin' creates a clearer sense of purpose and outcome.

As you can see, this subtle change can attract more motivated learners who are specifically interested in acquiring that skill, thereby increasing the conversion rate of interested individuals into enrolled students. That's what it takes to plan out your content and make word changes.

But what pieces of content can you experiment with power words? Consider Forbes Advisor's list of high-performing content types to ensure high conversion:

• Video clips: Short videos quickly grab attention and deliver key messages in a visual, engaging way.

• Short-form content: Bite-sized content like social posts or emails is great for fast, frequent audience touchpoints.

• Success stories: Real customer wins help build trust and show your product's value in action.

• Long-form content: In-depth articles or guides educate your audience and improve SEO through detailed insights.

• Case studies: Detailed customer experiences highlight how your solution solves real problems with measurable results.

• Online events: Live or recorded webinars and virtual meetups drive engagement and lead generation.

• Gated content: Content behind a form (like an email sign-up) helps you collect leads while offering value.

• Infographics: Visually digestible graphics make complex information easier to understand and share.

• White papers: Authoritative, research-backed documents build credibility and support B2B decision-making.

• Offline events: In-person experiences build deeper relationships and trust through real-time interaction.

• Product guides: Step-by-step resources help users get more value from your product or service.

• Research reports: Original data and analysis position your brand as a thought leader in your space.

• Data visualisations: Graphs and charts bring data to life, making insights more impactful and memorable.

• Online podcasts: Audio content lets you share expertise and connect with listeners in a more personal format.

• Print materials: Physical brochures, flyers, or magazines create tangible brand touchpoints for offline audiences.

• Quizzes and exams: Interactive tools engage users, personalise experiences, and capture valuable insights.

• Others: These include anything from memes to templates — anything that helps inform, entertain, or convert.

4. Decide on the channels to convert

After creating content with power words, determine where to publish it. What digital platforms or online channels yield the highest conversion? 

Two things: Ensure your content pieces either reach your target audience or they're able to come across these pieces. Likewise, your power words should stand out on these channels or platforms before your audience's eyes.

That said, here's where to publish your content for conversion:

• Website: Your website is where words do the heavy lifting—from headlines to CTAs, every phrase should guide visitors toward action. Clear, benefit-driven copy turns casual browsers into loyal customers.

• Email: Email gives you a direct line to your audience, so your words must be personal, punchy, and purposeful. Strong subject lines and action-focused language can dramatically boost open and click-through rates.

• Blog post: Blog content lets you educate, inform, and persuade — so word choice should build trust while subtly nudging toward conversion. Use value-packed language and clear structure to keep readers engaged from start to CTA.

• Social media: Social posts rely on short, attention-grabbing words that stop the scroll. Power words like “free,” “new,” or “easy” combined with a strong hook can turn impressions into clicks.

• Guest post: Guest content should blend the host's tone with your brand voice while using persuasive language to drive interest. Strategic wording in the byline and within the post helps funnel new audiences to your offer.

But as far as content posting and promotion, how do you proceed with this? Another area where subtle word changes can have a significant impact is in your marketing communications. 

For example, when building your subscriber base, instead of a passive ‘Subscribe to Our Updates,' consider a more engaging phrase like ‘Unlock Exclusive Insights – Subscribe Now.' This highlights a clear benefit for the user. 

Similarly, testing different subject lines with varying levels of urgency or exclusivity in your email marketing campaigns can reveal surprising differences in open and click-through rates, directly affecting your overall conversion goals.

5. Harness the power of words

This step is the most crucial—making word changes in your content piece. 

After deciding what to create (content type) and where to publish it (communication channel), you can now play with words. However, this requires a bit of creativity and a high level of strategy.

Whether you're a copywriter or a content creator, here's how to leverage power words:

• Spark curiosity and stir interest. Use words that tease a benefit or hint at something unexpected—it pulls people in and makes them want to know more. Phrases like “What happens next” or “You won't believe” spark intrigue and increase engagement.

• Connect and engage with people. Talk directly to the reader using conversational, relatable language like “you,” “your,” and “we.” Words that reflect empathy and understanding help your audience feel seen and heard.

• Make your audience feel special. Use words like “exclusive,” “just for you,” or “invite-only” to create a sense of privilege. When people feel valued, they're more likely to trust and convert.

• Create a sense of urgency. Urgent language like “limited time,” “ending soon,” or “act now” encourages quicker decisions. These words help overcome hesitation and drive immediate action.

• Boost the need for security. Words like “safe,” “secure,” “guaranteed,” or “no risk” ease doubts and reassure the reader. When people feel protected, they're far more willing to say yes.

Let's put it in context with a clear and simple example:

When optimising your calls to action, consider the power of tangible outcomes. Instead of a generic ‘Learn More,' think about what your audience truly desires. 

For a business offering custom t-shirts for events, a call to action like ‘Design Your Event T-Shirts Now' is far more direct and outcome-oriented, immediately connecting the word change to the desired result – unique apparel for their specific needs. This clarity can significantly boost engagement and, ultimately, conversion rates.

6. Test and optimise your strategies

Finally, you've reached the last step—word testing and content optimisation.

It's not enough that you incorporate power words in your content piece. You've got to test and experiment with some word changes. See which works best for your content marketing and resonates with your target audience.

Here's what you need to do:

• A/B testing: This entails testing two content types to see which one performs better and actually converts. However, the two versions have one variation being tested at a time—in this case, using two different power words or phrases. You can leverage A/B testing software to do this—in fact, its global market could grow from $516.50 million in 2020 to $1249.57 million by 2028.

• MVP testing: Unlike A/B testing with one variation in two content versions, multivariate testing requires several variations. This means incorporating various elements on a web page or using different power words in your tested content pieces. This type of testing can be quite complex, but the goal is to determine which combination yields the highest conversion. That said, here's a clear picture of how MVP works:

After testing, it's time to optimise your content—specifically,  conversion rate optimisation (CRO) is key. Fret not; you can leverage tools like Google Optimize (sunset), Optimizely, and Unbounce. 

Remember, experimenting with power words and optimising your content should be constant. That is, if you truly want them to convert for your business.

Boosting Your Conversion with Word Changes

There's more to leveraging words than meets the eye. In business and marketing, they shape people's perceptions and make good impressions. They also help build trust and drive motivation. Ultimately, they go as far as influencing buying and hiring decisions.

Consider using the power words outlined above for your marketing communications. More importantly, follow our crucial steps for boosting your conversion rates with a simple word change. Learn from the case studies presented above, which can make a difference in your overall business conversion.

Ready to kick your CRO up a notch? Work with a full-service creative agency, such as Inkbot Design. They can help you harness the power of words for your branding and marketing. To get started, get a free quote!