Concise, easy-to-read e-commerce landing pages that use positive language and create a sense of anticipation tend to have better conversion rates, according to recent research from Unbounce.

The report was based on an analysis of conversion rate data for 15,981 e-commerce landing pages.

The researchers found that e-commerce landing pages with fewer words tend to have a higher media conversion rate:

Reading Level

Pages with easy-to-read language have a higher median conversion rate, with copy at a middle school reading level tending to convert best:

Word Choice

Landing pages with more words that convey joy—such as "smile," "love," and "delightful"—tend to have a higher average conversion rate.

Pages with more words that spark anticipation—such as "improve," "expect," and "highest"—also tend to have a higher average conversion rate.

About the research: The report was based on an analysis of conversion rate data for 15,981 e-commerce landing pages.