1 Comment

Tip: Use a helping tone rather than a salesy one for higher conversions

If your copy isn't converting the way you'd hoped, check your tone — people often put their guard up when companies try to convince them of something. Win them over by using a tone that conveys your sincere desire to help.

ActiveNetwork wanted to increase signups without spending a lot of time on it, so they decided to keep on with business as usual, but change up their tone. In their emails, they switched from a salesy approach where they said something like, "You're one step away from getting free access to our award-winning product," to a more helpful one like, "We're here to provide you with whatever assistance you need in reaching your goal.” A/B testing showed that the change in tone got ActiveNetwork a 349% increase in total lead inquiries. Admittedly, this is more than most people will see from such a small change, but even a fraction of these results could make it worthwhile.

Your vibe inspires an emotional response in users, which is huge when it comes to decision making. To audit your tone, get a few fresh pairs of eyes on your copy — do these readers feel like they're being sold something or does it feel like genuine assistance is being offered? Make tweaks accordingly and A/B test them.

More 30-second growth tips?

Every day we share a tiny, bite-sized tip for growing your business. Click here to see more and get Growth Bites in your inbox 👌

Trending on Indie Hackers
I sold my first bootstrapped SaaS business. AMA! 19 comments Customer acquisition when broke... 14 comments Facebook is (becoming) the new Yellow Pages 9 comments How do you read this logo? 6 comments Creating code with Artificial Intelligence. Good or Bad? 5 comments What's the biggest challenge you face? 4 comments