#112: How to use tone to increase conversions.

No. 112: Hey all,

Tiny copy changes can have a massive impact on how people feel (and react).

We know this – but many brands overlook the tone of their button words.

Especially at checkout.

Here’s how the right words make buying feel like a natural next step.

In this issue:

• This week’s win: How to use tone to increase conversions.

• In the news: How brands are betting big on organic content.

• Quick tips: Why fancy trick plays and shortcuts don’t work.

WIN OF THE WEEK

Encourage a natural checkout experience vs. transactional with softer, brand-aligned button copy.

The words you use are critical.

The right tone in your button copy can make buying feel like a next step, not a cold transaction.

Check this out:

For a health supplements brand, adjusting button copy led to a 4.5% increase in conversion rates on desktop and a 2.6% boost on mobile.

Before: “Checkout”

After: “Continue"

Language that feels less like a command and more like an invitation is the goal.

Consider another example: “Pay Now” vs. “Place Order”

Feel the difference?

Customers are in control as they complete their purchase – not the other way around.

Keep in mind: a softer, smoother tone is great for some products and audiences, but not for others.

Here, more relaxed button text matches what buyers feel most comfortable with, especially when purchasing items like health supplements that carry a higher perceived risk.

Voice and tone consistency sitewide builds trust and reduces the hesitation that spikes at checkout.

When in doubt, test!

Experiment with different approaches to button copy. It’s the only way you’ll know what resonates with your audience.

⭐ Takeaway: Soften your checkout button copy to transform the purchase experience from a harsh transaction to a natural invitation.

Try it out!

🕙 WHAT’S BREWING

This CPG brand saw 62x profit ROI in 90 days (with just A/B testing).

📣 IN CASE YOU MISSED IT

Why flashy shortcuts don’t lead to results.

Optimize your landing page for these two customers.

Why fashion brands should deprioritize reviews on the product page.

🎯 NEWS

How brands are refocusing on organic content.

👀 LAST WEEK’S LETTER

Use scale and reputation to convert new customers. Here’s how.

💡 TWEET OF THE WEEK

👊 STOUT SUCCESS

Want this for your store, too?

Book a strategy call with me.

That's all for today.

If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen

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