#116: Use power words to convert more new visitors.

No. 116: Hey all,

The right words can transform a homepage from passive to powerful.

But how can you create a first impression that sticks with such few words? How do you hint at pain points and differentiate yourself in one go? We'll show you below.

First: our next live workshop and Q&A call happens here tomorrow at 10:30am Pacific / 1:30pm Eastern.

We are sharing our exact formula for launching high converting product pages.

Sign up here to get access.

In this issue:

• This week’s win: How to sell a transformation with power words.

• In the news: Why some companies are reconsidering direct mail.

• Quick tips: 4 unlikely spots to share reviews.

📅 UPCOMING EVENTS

The Product Page Conversion Formula (LIVE TRAINING)

How do you design and launch a product page guaranteed to convert new buyers?

What information is most important to different buyers? And how do you organize it?

If you want to increase your product page conversions, join us tomorrow, Thursday August 15th at 10:30am PT (1:30pm ET), for a free live training for all Commerce Lab readers.

In this free training, you’ll learn:

• The anatomy of a successful, high converting product page

• The exact layout and content to show for different verticals (cpg, fashion, apparel, beauty, health, etc)

• A live teardown of popular brand product pages to show you what works and doesn’t.

• Get all your product page questions answered in a live Q&A by our experts

This session is open to all Commerce Lab readers. We'll share the recording with everyone who registers.

WIN OF THE WEEK

Use power words to sell a transformation on your homepage.

Copy is compelling when it’s emotional.

Your site visitors, consciously or otherwise, are thinking:

• “Does this make me feel something?”

• “What’s in it for me?”

• “What’s my benefit here?”

• “What do I get by taking action?”

Answer these questions with specific, believable, and compelling words.

Remind them what they stand to gain.

Case in point:

#1: For a wellness tech brand, replacing product-specific copy with power words resulted in a 6.6% increase in conversion rates and a 5.2% rise in revenue per visitor.

Before: “Wellness tools to ignite vitality from the inside out.”

After: "Elevate your daily health and beauty rituals."

Shift from brand statement → customer benefit.

The new headline connects directly to the audience's aspirations.

It makes people feel, not think.

And it speaks to the brand’s differentiator. It’s not just a product, it’s a ritual.

They tapped into the desires and values of the customer, and it worked.

#2: For a luxury brand, we put sentimental copy above factual statements to appeal to emotions early. It led to a conversion lift of 3.8%.

The hero copy on this jewelry brand’s homepage went from a fact-based statement to one that appeals to emotion.

Before: "Each piece is crafted from quality materials in-house and packaged by talented women."

After: "Tell your story: Every woman has a uniquely beautiful story to tell and each piece embodies what’s meaningful to you.”

Save facts about materials for the product page.

Inspire clicks to the product page by using powerful language.

Then, test different variations to see what resonates with your audience.

⭐ Takeaway: Use powerful hero phrasing that addresses pain points to intensify your first impression.

🕙 WHAT’S BREWING

Here’s why CRO is the most profitable marketing investment.

📣 IN CASE YOU MISSED IT

Got reviews? 4 unlikely spots to show them.

These 9 words landed an 18% conversion lift for a CPG brand.

Order your collections by revenue. Here’s why.

🎯 NEWS

Why some companies are reconsidering direct mail.

👀 LAST WEEK’S LETTER

#115: Which is more effective: reviews, press, or celebrity endorsements?

💡 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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