Sharpen Your Copy

Hey hey, happy Thursday.

So today's topic is words. We all know the impact even a single word has on consumer behavior in ads, emails, and landing pages. So why do so many ignore their crucial role when it comes to decision-making in checkout?

It seems obvious in retrospect, but I still remember the first few copy-in-checkout tests we ran at PDQ. We were *shocked* by the difference even a word or two can have on a checkout’s conversion rate.

Here are 3 tips for upgrading your checkout copy:

1. Make it feel local

Localization goes beyond just translating words—it’s about crafting an experience that feels familiar, trustworthy, and tailored to the customer’s expectations.

We (significantly!) boosted conversion rates for UK orders just by changing the words ‘International Shipping’ to ‘Standard Shipping’ and highlighting ‘Hassle-Free Duties.

It's subtle but it transformed the shopping experience from feeling distant and annoying to local and seamless. And in today’s global market, these details matter more than ever.

2. Describe it

Know what's more attractive than "UPS 2nd Day Air"? Arrives quickly.

Like the below checkout's descriptive delivery methods- offering a free option, but making the paid options a lot more click-worthy.

3. People love *Free*

Adding the word 'FREE' in front of Ground Shipping increased conversion (even though it says it again on the right side). It caused more people to pick the free option which lowered shipping revenue a little, but the increase in conversion translated to 7-figure annual revenue uplift. Yes, you read that right.

And of course, all our standard PDQ advice too: communicate clear delivery arrival times, keep it simple and don't add a bunch of words that are going to raise more questions.

Thanks for reading!

-Avi

PS

If you're not 100% sure which of Shopify's two checkouts is best for your shop, you'll want to try our new 3-page vs 1-page A/B test