stop word definition conversion marketing

Stop Words


Words that trigger a negative psychological reaction, hindering conversion. Writing “no gimmicks” or “we’ll never spam you” near your CTA is usually meant to reassure people, but can backfire by planting seeds of doubt in your prospect’s mind.

Oli Gardner explains which words you should avoid on your page if you don't want to scare people away.
“Stop words, like 'gimmick' or 'spam' are gobbledygook filler that raise mental barriers and hurt conversions.”
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