[Split Test] Which Call-to-Action Button Copy Increased Conversions by 54.44%?

What if I told you that simply changing the copy within your call-to-action button could increase your conversions by 54.44%? That’s exactly what happened in the test below from LeadPages™ user Trevor Page.

Trevor tested two different lines of copy (“Start the Free Java Email Course Now” vs. “Click Here to Start the Free Java Email Course”) on the button at the bottom of the following two pages:

Java Course Split TestGet a closer look at the two versions of button copy below, and vote to reveal the winning split test and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
Start The Free Java Email Course Now
Click Here To Start The Free Java Email Course
1 What's Your Vote?
2 And the Winner Is...
3 Free Guide
Free Download: See Results from 20 of the Best Split Tests We've Featured on Our Podcast, ConversionCast (Called "The Split Testing Encyclopedia of Results").
It Contains Dozens of More Split Test Ideas, Results, and Insights.)
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version A created an overall increase of 54.44%
46% 54%

How People Voted

Click here to see our take on these results

If you chose Version A, you are correct!

Version A, with a 99.28% probability of outperforming Version B, received a 54.44% increase in conversion. Since the button copy was the only change that was made, these results indicate to us that it was at the root of the major conversion rate boost.

Although we can’t say with 100% certainty why Version A received the increase, here are a few of my speculations:

  1. Utilizing the term “Click Here” may have made the button copy too long for the visitor.
  2. As “Click Here” may have made the button copy too long, the value within the copy was pushed further down the button.
  3. “Click Here” focuses on the action on the page, while “Start” focuses on the visitor’s desired action.

Button copy can sometimes impact conversions in a major way. In this test, that was certainly the case.

What Do You Think?

Did this test’s results surprise you? Why do you think Version A increased conversions so dramatically? Leave a comment below and let us know your thoughts.

If you’re new to LeadPages™, you should know that all Pro and Enterprise users can run any split test inside LeadPages™ in just five clicks.

Do you have landing page button copy that you would like to test? If so, you can set up the exact same type of test in under a minute. You can also split test headlines, colors, backgrounds, opt-in forms, and just about any other change you can think of.

Watch the quick video below for an introduction to enabling split testing on your LeadPages™ account.

[youtube http://www.youtube.com/watch?v=4QPp-zFMlw0]