How Readability and Word Choice Impact E-Commerce Landing Page Conversion Rates

Recent research from Unbounce has shown that concise and easy-to-read e-commerce landing pages that use positive language and create a sense of anticipation tend to have higher conversion rates. The researchers analyzed 15,981 e-commerce landing pages and found that pages with fewer words had a higher median conversion rate, particularly those with a middle school reading level.

Furthermore, pages with more words that convey joy (e.g. 'smile', 'love', 'delightful') and those that spark anticipation (e.g. 'improve', 'expect', 'highest') also had a higher average conversion rate. This suggests that using the right language can be an important factor for optimizing landing page conversions.

The full report is available from Unbounce and includes further detail on the research and its findings.