SOSTAC (r) Action: Avoid Friction Words
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SOSTAC(r) Planning - Action Section: Some useful tips on how to avoid using friction words in your CTAs (Call To Action).
SOSTAC (r) Action: Avoid Friction Words
- 1. Actions that boost conversions -Avoid Friction Words
- 3. Action: CTA Words - Friction Words Friction words - things people have to do, not things they want to do. These words cause cognitive friction. Web copy that converts is focused on what people want to do. Most often, friction words are found in calls to action. Why is that? Because, to my great dismay, people dont spend much time writing buttons. Joanna Wiebe Vero 2014 http://tinyurl.com/h9bfgbk
- 4. CTA Words - Friction Words High Friction Words Buy Sign Up Submit Give Invest Donate/Sponsor/Support Complete Medium Join Share Switch Find Start Visit Learn Low Friction Get Check Out (as in check this out, not checkout) Discover Reveal Earn Joanna Wiebe minimizing friction means maximizing usability
- 5. extend length of your button lead with a benefit / something good the user will feel when they do the work-filled thing your button is asking them to do. CTA Words Keep Friction Word? (mildly off-putting prospect of work) (a power-packed nerd opportunity) donate means lose money Donate No Child Should Go Hungry Help Feed Them Now replace scary words with wonderful benefits Feel Deeply Satisfied! Help Feed A Family Now Joanna Wiebe Vero 2014 http://tinyurl.com/h9bfgbk
- 6. SOSTAC速 Planning See www.PRSmith.org/SOSTAC for 4 minute video See www.SOSTAC.org for SOSTAC速 Certification