Copywriting is all in the detail. On the carphonewarehouse.com homepage we have a link that takes customers to our help section. Deciding what to call this link didn’t seem like a particularly big deal – we talked about ‘Help’ and ‘Help and Support’ but eventually settled on the former because we thought it was cleaner and more to the point.
As an experiment, we switched it to ‘Help and Support’ last week to see if it would encourage more people to click. It shouldn’t have made much of a difference, but in fact clicks on that link have tripled.
Whether this is because the new link takes up more space and is easier to find, or whether people associate ‘Help and Support’ with a website’s help section more readily is debatable. It’s probably a bit of both. But it does show the difference that one word can make.