We constantly talk about conversion. How do we improve conversion? What influences conversion? What’s not converting?

The key to getting a customer to convert is to be persuasive — to help them understand how your product or service will be valuable. You won’t do this by spewing a bunch of facts that only you and your team understand.

To convert and build relationships with customers, you have to be conversational and talk to them in a way that they can relate to. There are a variety of techniques that can help you do this, such as by using anecdotes or sharing social proof.

Not only are these tactics important, so are the words you use. There are subtleties in language that make the customer feel more connected, trusting, and understanding. Most obviously, people value when you use their name or the word “you” rather than self-centric pronouns.

People also respond well to reasoning rather than arbitrary facts. This is displayed in a famous study by Ellen Langer of Harvard University. She found that when people asked to use a copy machine first without giving any reason, only 60% of people said yes. However, if they added a qualifying statement that included “because,” even if the reason wasn’t good, around 93% allowed the person to go first.

Learn more about the scientifically-proven intricacies of persuasion below. 

Are there any new techniques you’re going to incorporate into your sales pitch, email, or subscribe button? Even the littlest words and phrases can make a large impact.

Kaya Skin Clinics’ call to action test is a good example. Their original CTA box read “For Skin Consultation, Register Here.” When the verbiage was changed to “I want an expert opinion. Sign me up!” sales increased 22%. Adding social integration, which showed social proof, further increased conversion by 70%.

As you can see, the second version not only better communicates value by showing that you’ll be getting a consultation from an expert, but it also makes the registration process seem simpler and even more exciting.

When trying to persuade customers and make the sale, remember how important it is to choose your words carefully and show how your product or service can simplify your customer’s life, rather than just tell what it can do. It all comes down to listening to their needs and then responding appropriately.