CTA Optimization: Button copy test increases click rate 95%

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If there is one place in testing and optimization that’s ideal to either start testing or look for a quick win, it’s in testing call-to-action (CTA) buttons.

Changing a few words, the color, or both on a button can potentially make a big difference in user engagement.

Testing button copy can also help you set the right tone for a conversation with your prospects.

For example, at last week’s Web Optimization Summit 2014 in New York City, Jacob Baldwin, Digital Marketing Manager, One Call Now, shared a button experiment that put one of my least favorite words in marketing to the challenge: quote.

But before we get started, let’s take a look at the research notes from One Call Now’s testing lab for a little background on the experiment.


Control and treatment versions


Jacob’s team hypothesized that by changing the button copy from “Request a Quote” to “Request Pricing,” they would also change the perceived value of requesting more information.




What you need to understand

Testing and optimizing button copy can make a big difference in how customers perceive value in your offer.

Using copy that helps deliver value can also help your efforts to move the dial from conversation to conversion.


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