Actionsthat boost conversions

-Avoid Friction Words

Action:

CTA Words - Friction Words

Friction words - things people have to do,

not things they want to do. These words

cause cognitive friction. Web copy that

converts is focused on what people want

to do. Most often, friction words are found

in calls to action. Why is that? Because,

to my great dismay, people don’t spend

much time writing buttons. Joanna Wiebe Vero 2014 http://tinyurl.com/h9bfgbk

CTA Words - Friction Words High Friction Words

Buy

Sign Up

Submit

Give

Invest

Donate/Sponsor/Support

Complete

Medium

Join

Share

Switch

Find

Start

Visit

Learn

Low Friction

Get

Check Out (as in

“check this out,” not

“checkout”)

Discover

Reveal

Earn

Joanna Wiebe

minimizing friction means

maximizing usability

extend length of your button

lead with a benefit / something good the

user will feel

when they do the work-filled thing your

button is asking them to do.

CTA Words – Keep Friction Word?

(mildly off-putting prospect of work…) (a power-packed nerd opportunity)

“donate” means “lose money”…

Donate No Child Should Go Hungry –

Help Feed Them Now

replace scary words with wonderful benefits

Feel Deeply Satisfied!

Help Feed A Family Now

Joanna Wiebe Vero 2014

http://tinyurl.com/h9bfgbk

SOSTAC® Planning

See www.PRSmith.org/SOSTAC for 4 minute video

See www.SOSTAC.org for SOSTAC® Certification