6 Principles for Boosting Marketing Copy Click-Through Rates

Toss adhered to UX writing principles that neither deceive users nor stir up anxiety, while running numerous tests to achieve strong performance. As a result, it derived 6 key principles that increase the click-through rate and conversion rate of ad banners.

• Deliver just one core message: Rather than listing multiple benefits, focus on the single reason to click right now. When the message becomes complex, the click-through rate actually drops.
• Promise a certain reward: Rather than a vague large amount like 'up to 1,000,000 won', users respond more sensitively when the certainty of unconditionally receiving something is emphasized, such as 'at least 100 won'.
• Express the action lightly: Instead of words like 'sign up' that create psychological burden, choose words like 'prepare' that reduce the weight of the action.
• Specify the nature of the information: Letting users know the nature of the information in advance with words like 'list', 'view all', or 'newly released' speeds up how quickly users absorb the information.
• Make conditions and actions concrete: By presenting clear goals that include numbers, such as '4 missions' or 'fill 8 slots', you eliminate the moment where users hesitate.
• Leverage everyday experience: Using intuitive, everyday words like 'tap' lets users immediately understand what action to take without any additional explanation.