Emotional Copy That Can Improve Conversions Rates

Behind every conversion is a decision that was ultimately driven by emotion.  There's no faster way to improve conversion rates, than to use the right emotional copy as a “hook” to plugin to the hearts (and minds) of your visitors.

Making that personal connection between your business and your audience is important, so what this article talks about is how you can create that solid bond by tapping into your audience’s emotions, so you can drive conversions and see the results.

Choose Your Words Carefully

These are in no way a complete list of emotional triggers, but they do help capture a particular thought to help tie into a desired emotion.

Let's start with…


  • Empower
  • Overcome
  • Together
  • Bright

Toms, a footwear brand known for their one-for-one campaign, uses these trigger words in their website (see below image) to impart that sense of hope that their advocacy brings.

Using Emotion to Improve Conversion Rate - Tom - together


  • Limited
  • Now
  • Just for today
  • Until supply lasts

Amazon highlights urgency of their daily promotions by prominently featuring discounts and its limited nature on their site, like this below image.

Using Emotion to Improve Conversion Rate - Amazon - Limited offer


  • Secure
  • Trust
  • Reliable
  • Safe
  • Protect
  • Confidence

PayPal, which is one of the biggest sending and payment options online emphasizes this on their website. See below image.

Using Emotion to Improve Conversion Rate - Paypal


  • Find out
  • Discover
  • Explore
  • Watch out
  • Check out

Kickstarter, known for using the internet to crowdfund various projects online, uses words that trigger anticipation for their numerous projects. See below image.

Using Emotion to Improve Conversion Rate - Explore


Tapping into your audience’s emotions is key. If you do this right, you can take the same message — whether it’s to sign up for your monthly newsletter, or to make a purchase — and give it a little more emotional “punch” that can start to improve your conversion rates.

If you have any questions about this particular topic, just leave me a message in the comment section below and I’ll be sure to get back to you. And if you found this post useful, be sure to hit those share buttons!

– Mercer

About The Author


Chris Mercer, who typically goes by "Mercer", has a sales and marketing background that stretches over 20 years. He began his online marketing career in 2009 and has become a sought after analytics & conversions expert, helping other top-marketers to improve their own offers and sales funnels. Now decades of real-world experience are brought to you post-by-post as he delivers Seriously Simple Marketing tips that you can use to build your own business!