When it comes to eCommerce, Conversion Rate Optimization (CRO) is one of the most complex forms of writing you’ll ever encounter. That’s why there are very few writers who are able to do it and succeed along the way.

But CRO isn’t just about writing. The psychology of sales scares most writers because there are a lot of elements involved wherein writing is just one small but integral part of it. Of all forms of writing, CRO incorporates three of the five senses, and depends upon influences outside of content to work. There are also five essential elements of CRO writing that you have to adhere to in order for it to be effective when combined with other factors.

As a freelance writer, you need to learn to use these five elements of content writing in order to reach the targeted web traffic and random visitors down the path towards a sales decision. This form of CRO content can sometimes overwhelm the content writer, especially if he/she isn’t familiar with content marketing.

The Senses

Every day, we make use of our five senses: sight, sound, smell, touch, and taste. Of these five senses, three are used in Conversion Rate Optimization content in at least two of the steps towards leading a potential client through the Sales Funnel.

This is done through convincing content that allows the reader to visualize the product or service using the senses as a guide through their imagination. While this may sound too difficult, it is, in fact, quite simple.

Five Essential Elements of CRO Writing


Grabbing a potential customer’s attention to your product or service can be done both in the flash page that draws the traffic to your eCommerce site and in the title and first paragraph, as well as throughout the writing. This stage of the writing process can incorporate the use of the senses (sight, sound, touch) which are used with greater effect in the Retention stage of CRO writing.


A lot of writers consider this the most challenging part of CRO content writing because it focuses on those who are really interested and weeds out those who would just waste a business owner’s time. They are either prolonged page bouncers or very polite people who will read just about anything that interests them.

Like a good salesperson, a good freelance content writer will spot these time-wasters quickly and focus their attention on more important matters.


Once you’ve established attraction and the bouncers and time-wasters weeded out, it’s time to ensure that the potential client remains in place by showing further value and providing the reader with relevant information.

Retention information is knowledge that the reader didn’t know, causing the reader to express his/her interest through further research or by asking questions. It can be done in many different ways, with the most reliable retention information showing the reader new ways to use the product/service or its benefits, above and beyond the obvious.


Conversion content incorporates emotion and is the second stage of the Sales Funnel process. It’s probably the most challenging of the process because it involves convincing your readers to react positively, like following a link to continue or making another form of commitment affirmation. This is the first confirmation that you will attempt to solicit from a potential client.

A lot of content writers who are brave enough to write CRO content will tell you that once they reach this stage of the process, they’re confident of a sale; while some believe otherwise. Whether you’re a glass half full or a glass half empty content writer won’t make any difference here.


Inspiration conversion content is different in that it starts on a new page of the writing process. During conversion, inspiration begins when a potential customer is convinced to click and follow a link that takes them further down the Sales Funnel. This is the page that inspires customers to take action and encompasses the third and fourth stage of the sales funnel.

Psychology of CRO Content Writing

In order to become a good CRO content writer, you must familiarize yourself with various forms of psychological writing in order to succeed at CRO. The most common of these are the following:

  • “Yes Building”, which is the process of getting the reader accustomed to saying Yes, leading to the final Yes.
  • Capturing the readers’ emotions to build positive momentum, leading to the Sales Funnel.
  • Using colors on the web page, in particular, the psychological aspects of certain shades that stimulate positive responses and lend themselves to higher sales conversion.

Conversion Requires Collaboration

The abovementioned elements are effective sales tools when used separately or in conjunction with other methods, but in CRO content writing, these elements are used together to create a powerful tool that converts traffic into sales and puts money in eCommerce pockets. It takes a brilliant and talented freelance content writer working with social media and a webmaster and his design team to pull this off successfully.