A joke may be cheap, but the effect it can have on your conversion rate is simply priceless. That's what Lianna Patch believes anyway, and as both a comedian and founder of a successful e-commerce copywriting company, she may be on to something.

Most brands tend to shy away from using humour in their website and promotional copy, feeling that it doesn't fit into their brand identity, worried that they won't be taken seriously among their peers in the industry, or downright certain that they're not funny to begin with. These are lost opportunities to engage personally with your users and customers on a human level, winning you lifetimes of brand loyalty.

"Comedy improves memory"

You may not remember who won Superbowl XLIV, or even what year it was, but you probably remember the Old Spice ad that ran during it, "The Man Your Man Could Smell like", starring Isaiah Mustafa. Even over a decade after, consumers can have strong memories and positive associations with a brand that made them laugh.

Creating those positive associations and good will means customers will:

• Be more likely to think of you when shopping
• Buy from you while comparing prices from others
• Forgive you for errors or delays when they occur

Here's how to lighten your brand up a little, and where to put your punchlines to get your guests giggling:

1. Funny Asked Questions

Rather than including a direct but boring description of a product or answer to a common question, try channelling your inner frustration. 

If a shirt is promoted based on its blended fabric, chances are its because single-cloth products like wool makes everyone sweat like it's the deep summer. Relate with the discomfort other products offer, to sell the better quality of your own. Allow consumers to hear their unspoken complaints come from you, and they'll see you as more than a store.

2. Telling Tall Tales

A business should never lie about or be dishonest about their product; hyperbolically bragging though, about how incredible an item is in a way that is clearly and obviously nonsense, can excite and entertain customers, even though they know the claims are false. 

It's all about offering balance to the user, allowing the consumer to contrast your reliable service, customer care and overall quality with a playful spirit, creating a deeper sense of trust.

3. A Spoonful of Sugar

No one likes getting bad news, especially about an order you have been eagerly awaiting. A light touch and a laugh can be just the ticket to help stave off any annoyance and anger, for a time at least. 

Don't push it with the jokes when it comes to customers who repeatedly have issues, but do try to take the opportunity to set positive expectations for resolution by first empathizing with your customer (who is likely upset with you) by laughing at yourself.

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