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When you want your ecommerce store visitors subscribe to newsletters, add items to shopping cart, and complete the checkout process, it is very important to let the power laid in the hands of customers. Stop telling them what to do and what not. Let them empower the whole user experience so that they feel secured. In order to achieve this, integrate first person text throughout the online store where people feel safe just like sitting at home and ordering something. Words like “I”, “me”, “my”, make users comfortable with the online shopping environment leading to high conversions for a simple reason that people act positively when they are in charge. Do not let your customers to think apprehensively for taking every small step. Instead, they should be enticed to sign up and make a purchase without any fear of personal information leaked.

Sentences and phrases like “I want you to __________”, “I want to __________”, “My Cart”, etc. be used to let people feel as if they are shopping on their own website or physically at a super mall. Moreover instead of ordering users with a subscribe button saying “Sign up now”, ask them to subscribe by keeping “I want you to sign up now”. Also, place a button saying, “Send me updates”. In case of shopping cart, replace “View cart” or “View your cart” with “View my cart” or “I want to view my cart”. Such first person user interactive text leads to enhanced conversions.

Why first-person speech results in enriched conversions?
When shopping online, it is more of a riskier buying experience as you have no physical contact with the store or the salespeople. In such a scenario, first person speech helps visitors to display their emotions. Various split tests conducted with this scenario has full proof results in the form of free trials, account creations, increased sales to as high as 90%. A small change of converting “your” to “my” alone makes a huge impact in letting the button to be more enticing. All these findings were result of a series of failed tests proving a point that negative tests can be sometimes even more useful than positive ones. Moreover, related links and headers should be such that reminds users about their overall control. Use words such as “My Wish List” in place of “Wish List” and “My Shopping Cart” in place of “Shopping Cart”.

The text should be re-written in such a way that it does not sound instructional. Take for example this one, “The following item(s) are ready for purchase. After making any necessary changes, choose to checkout via PayPal or with a credit card – our checkout process is encrypted, so all information is transmitted securely.” Here you are guiding users instead of instructing them on what to do. In addition, you are taking them into confidence by telling them how your store secured enough for use. It reconfirms their decision to go ahead and make a purchase from your store. Consider using text like “Place My Order” or “Place Order” in place of “Submit” to avoid the marketing pitfall. It is advisable to use phrases like “My Account”, “Track My Order”, “My Order Status”, and more.

Test until satisfied
Perform A/B split testing on a continual basis irrespective of how minor the call to actions or any other changes are. Your shopping store should facilitate rolling back to the old changes when alterations made. If there is a loophole in the selection process, adding it to the cart, or at checkout, then pay very close attention to detailed changes. Test continuously until the time you are fully satisfied with the end-result. Everything right from content to fonts and colors matters a lot. Ultimately, the final authority should be the end-users who feel secured shopping at your store without giving any second thoughts. Moreover, call to actions with proper text should do the trick telling users who the real boss is.


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