No doubt humor has a great potential to drive conversion. Here are the reasons:
Humor attracts attention, especially in social media. "Jokes work because they defy expectations. The surprising aspect of these tales kicks in the frontal lobe's search for pattern recognition. The punchline moment shifts one's orientation away from information processing toward an emotional response arising deep within the nucleus accumbens." written in "The Harvard Mahoney Neuroscience Institute Letter
". As humor is unexpected in advertising, jokes energize it.
Funny content makes people to be involved in a sales process. According to a 1993 Journal of Marketing study that examined multinational effects of humor on advertising, the major conclusion was that "humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness". Humor breaks resistance to the influence of advertisements.
Be attentive, "humor in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow up on you" (Julia Miller). Surely, timely jokes, in particular, do marvels.
Here are examples of Amazon jokes: