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.
1. What Role Does Relevance Have?
Unbounce reported on a test WriteWork ran on button text:
2. Are You Asking or Telling?
ABTests reported on a test Rypple ran on the text in their buttons:
3. Does “Free” Trump “Try?”
ABTests reported on a test Firefox ran on their button text:
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:
5. Is It Clear What You Want To Happen?
ABTests reported on a test Dustin Curtis ran on his link text:
6. Does “Free” Always Win?
ABTests reported on a test InDefero ran on navigation bar links:
7. What Does Your Audience Want?
Visual Website Optimizer reported on a test Veeam ran on a link in their sidebar:
8. Are You Using the Right Vocabulary?
ABTests reported on a test Gamesforlanguage.com ran on their button text:
9. Is It Better To Be Personal?
ABTests reported on a test Xemion Web Designer Directory ran on their navigation link text:
10. Do Multiple Requests Impact Each Other?
Sometimes the words of other calls for action you have included can influence click-through rates. Visual Website Optimizer reported on a test by Artsy Editor that demonstrated this:
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.