The one element that all landing pages have in common is the button - all web forms have one. So when I was researching landing page conversion rates, I wanted to look at the submit button closely.
The default text on a submit button is "Submit," so the first thing I did was compare the conversion rate of landing pages that kept this default to those pages that changed the default. I looked at over 40,000 HubSpot-customer landing pages.
I found that landing pages with submit buttons actually labeled "submit" tended to have lower conversion rates than those that used other wording.
To get an idea of what kinds of language perform better than "submit" in general, I conducted a simple, context-less test. I showed people 5 different buttons (ordered randomly) and asked them to click on of them (quickly, and without over thinking it). Over 400 people clicked one of these buttons.
I found that the top performing variations were "click here" and "go." Compared to the other options, these buttons feel much less committal and imply a lower investment of time and effort.
Every landing page and instance is different, so this data should be taken only as a starting point, to give you some ideas of what to test.