#141: How to use tone to increase conversions.

No. 141: 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 copy on their CTA buttons.

Especially at checkout.

Here’s how the right tone makes buying feel like a natural next step.

In less than 1-minute, take away:

• An insight to test: How to use tone to make buying feel natural and easy.

• A news highlight: Cart abandonment and the cost of slow shipping.

• Useful tips: How to increase AOV and maximize your revenue per visitor.

🎯 WEEKLY INSIGHT

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

Strike the right tone in your button copy and you’ll make buying feel like a seamless 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.

It 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.

🕙 WHAT’S BREWING

The upsell and cross-sell strategy lifting AOV for 8-and-9-figure brands in 2025.

📣 IN CASE YOU MISSED IT

Try these 3 upsells that always convert.

Motivate buyers with a styling section high on your product page.

How to narrow your focus for greater profits.

🗞️ NEWS HIGHLIGHT

The cost of slow shipping: a 23% cart abandonment rate.

👀 FROM LAST WEEK

#140: “What size do I need?” Use this trick to help customers choose.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

Ready to talk shop? Book a strategy call with me.

Let’s work together. Here are 3 ways I can help:

•  🎯 Like this insight? See all previous wins here and collection of case studies here.​

• 🎓 Want super short daily insights? Follow me on Twitter and LinkedIn.​

•  📈 Ready to work together? Get on my calendar here.

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