Increase conversions with humor

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Use humor to improve your conversion rate.


Use humor to highlight your visitor’s pain points.

Amplify shared pain until it is funny. To find pain points, ask: What is plaguing our users? or What have our users come to us to fix? Use that to emphasize your value proposition.

For example, the food delivery service Eat24 uses humor to emphasize a pain point in their homepage copy: Find out what your neighbors are eating. Without violating your restraining order. They emphasize the pain point of the difficulty of finding good restaurants to order takeout from, and how they can fix it.

Choose your level and type of humor and be consistent with both.

  • Relatable humor appeals to a wide audience and helps bring people together. For example, Ellen DeGeneres uses relatable humor where everyone laughs together because they all share the same pains.
  • Self-deprecating humor takes aim at oneself. Mocking yourself can go a long way if you are consistent with the level and type of humor.
  • For example, when Matt Carpenter launched ShipYourEnemiesGlitter.com, he used both types of humor and continued the same style of copy on social media. Below is a screenshot of the original landing page and copy.

ShipYourEnemiesGlitter Home

ShipYourEnemiesGlitter.com’s landing page.

ShipYourEnemiesGlitter Process

The style and level of humor remains consistent throughout the website’s copy.

Use humor near points of friction and frustration to capture your customer’s attention and improve their mood.

Test humor at these points: funnel entry points, conversion points, support points, and abandonment points.

Use humor on 404 pages to reduce tension and frustration.

For example, Tinsanity features an animated cup with bloodshot eyes yelling and running back and forth across the screen.

Tinsanity 404

The Tinsanity 404 page uses humor to relieve stress by using a funny animation.

The CXL 404 page uses humor to grab the users attention and also sets them on the right path.

CXL 404

The CXL 404 page uses humor to redirect users.

Use humor in viral videos, if it makes sense for your brand.

For example, Dollar Shave Club had 12, 000 new customers in the first 48 hours following their viral video launch. Dollar Shave Club’s funny viral video translated into sales.

Not all viral videos convert into sales. In EZ Grill’s viral video, various smartphones were placed on the grill to see which would last the longest. Although the video went viral, was covered by major media, and increased social media engagement, it did not result in a sales lift.

Use humor on social media to engage with other popular brands or trends.

For example, Skittles used humor on social media, Tweeting: Okay, maybe I don’t lift the weights in my house, but three times a day I go up to them and say “Keep up the good work, weights.”