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This article—originally entitled “Words That Convert: Test, Learn, Repeat”—first appeared in slightly different form on March 19, 2018, on the Content Marketing Institute blog. Even if you’re not a marketer, if you write for the web and you sometimes ask people to click something, you may be surprised at the impact that even slight changes in wording can have on your visitors actions—and not always in the way you’d predict.

One of the most effective ways to get the results you’re looking for in your web-based writing is to test and tweak your words. So says Chris Goward, author of the book You Should Test That! And he can prove it. Chris has worked with companies like Google, IBM, Magento, and 1-800 Flowers. He has seen the difference that rewording can make.

Chris shared his methods at Content Marketing World, where he presented the talk The Ultimate Session on Words That Convert (How to Find ’em and How to Use ’em)—Mobile, E-Commerce, and More.