Point of Action Assurances are one of a very few go-to tools conversion rate optimization professionals classify as “must-have” best practices.

 

For those of you who haven’t heard of the term before, they are small icons or statements placed right next to the sign-up or buy or place order buttons — right next to the point of action — designed to provide extra confidence to prospects on the verge of converting.  Privacy policy statements next to newsletter or free download sign-up forms are a great example of this, as are encryption, satisfaction guarantee, and safe shopping icons placed next to the credit card info fields of a checkout form.

 

Now, most people aren’t consciously worried about spam or having the credit card information ripped off every time they go to get a free download or buy something online, but the reassurances almost always make the difference in conversion rates.  Mostly because the concerns are there, just below the surface, and are felt as a vague hesitancy, rather than a vocalized objection.

 

Well, the same psychology also applies to PPC Ads, especially for products where more is at stake than a quick and convenient purchase.  Just take a look at these recent BoostCTR wins and see what the winning ads all have in common:

 

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All of these winning ads feature a phrase or change in the 2nd line of body copy that addresses a key buying concern of the prospect, regardless of whether the prospect would be consciously aware of that concern or whether she would consider the phrase to logically and completely satisfy that concern.

 

Take the first ad with it’s double emphasis of “quickly”and “fast results online.”  Now the old ad talked about fast results, and you might assume that most prospects would assume that, of course, the results would be delivered online. Just like most people would assume that of course an e-commerce shopping cart is using an encryption protocol to keep your credit card info safe.  But in both cases, the explicit reassurance increases click-through, aka micro-conversion, and for the PPC ad in question it not only raised but doubled CTR.

 

And the same effect is easily seen with “Comply with Parking Sign Laws” in the second ad — isn’t compliance the whole reason most prospects are buying these kind of signs in the first place?  And yet explicitly stating the key benefit/concern makes a 58% difference in CTR.

 

Finally, we have the more logically substantiated reassurance of “100% satisfaction guaranteed,” a POA most similar to the kind normally found on Website’s, typically placed right next to the ad to card or place order buttons.  And it works the same magic for PPC click-through as Website conversion, raising the CTR by 113% — more than double.

 

So if you’re looking to distinguish your Ad from the competition, why not try testing a POA-style phrase?