Regardless of whether you want people to join your email list, make a purchase, follow you on social media or read the rest of an article, you’ll most likely need them to click on something. This “something” is how you call your visitors and readers to action.
There are many ways to do this, and the words you choose can have a big impact. You’ll need to do some testing to find what gets the best response from your audience. To give you an idea of where to start, here are 10 case studies you can learn from.
“Read Full Essay Now” is the winner; “Get Instant Access Now” decreased conversions by 34%. This is most likely an issue of relevance – people are reading part of the essay and want to read the rest of it. “Read Full Essay Now” satisfies that need better.
“Respond Now” brought in a 13% more clicks than “Give Feedback.” This might be because “Respond Now” sounds more direct, and influences the person to act promptly, especially with the exclamation point added at the end. “Give” also tends to entail more sacrifice, i.e. you give gifts to people.
“Download Now – Free” had 4% more conversions. This might be because of the word “free.” Other tests have also shown that using “free” can bring in more results.” It’s possible that the results were close because “Try Firefox 3” sounds less intimidating than downloading something – the next study will show why that might be the case.
4. Do Your Words Scare People Away?
We posted on our blog about a test the Cabot Heritage Corporation ran on their sign-up form buttons:
“Start my free subscription” decreased conversions by 22.9% in just two days. The word “subscription” entails more commitment, and that can scare anyone away. Notice the winning text also has the word “Free” in it.
The former brought in 172% more clicks. This could be because it was more clear what was happening. “I’m on Twitter” could have just been linked to Twitter’s homepage, which wouldn’t be very helpful. The winning link makes it obvious you will be set up to follow Dustin Curtis on Twitter if you click that link. It’s also more actionable; it tells you what you should do.
“See plans and pricing” had a 52% increase in clicks. “Free Hosting” is certainly desirable, but it doesn’t communicate that a lot of information would be shared. It would be interesting to run this test somewhere other than the navigational bar; visitors may be looking for specific information in navigation links, so a special offer may be better in a different spot on the page.
“Request pricing” brought in a 161.6% increase in clicks. It’s actually pretty easy to determine why this happened; Veeam surveyed their audience and found that most people wanted an easier way to find pricing on the site. This test confirmed by changing “quote” to “pricing” that people were looking for that word.
“Instant Demo!” increased clicks by 83%. While “play” sounds more fun, “instant” means it will be quick and less time-consuming. “Demo” has a helpful connotation – I’ll learn what it is I’m getting into before being thrown into it.
“Add Your Company” increased clicks by 43%. Both of these communicate the same goal, but “Advertising” doesn’t speak in terms of “your company.” This personal touch makes it feel like Xemion is speaking to you, not at you. “Yes, I would love to add my company to your directory,” might be the answer in the visitor’s mind.
Artsy Editor’s goal was to get people to their pricing page. The first one had the best result – 47% increase in click-throughs to that page. The second one brought in a 17% increase and the last one had no improvement. Having the price in the button could have created more friction; people weren’t thinking about the cost until they saw it in that button. Artsy Editor might want to test different price points, but it’s clear that people prefer a demo/trial offer over a pitch to buy something.
Don’t Forget To TEST!
Researching case studies and experiments done by other companies is a great way to figure out what you should test. Keep in mind that you won’t necessarily have the same results – your audience is your audience and they might respond differently. These results are not rules you should be following; think of them as inspiration to run your own split tests.
Do You Have Test Results To Share?
We love to hear about test results! Please share what you’ve found in your own testing – be it emails, sign up forms or website pages.
Need help getting visitors to sign up on your web form?
This guide walks you through how to split test the web forms on your site. Whether you want to test the design, the call to action or different images, this guide will help you with where to start and includes more case studies.