COMMENTS
Wow. This is really powerful. Thank you so much for sharing this. I will re-think my buttons.
Will you be testing the color of the submit buttons also? I hear that Orange is the best color to use.
What about reinforcing the call-to-action? "Sign me up now!", "Send me white paper", etc. Are there any signs that these work to reinforce what the user is signing up for?
Hi Dan,
I just made this change to 3 landing pages on our
website. It took 5 minutes. We use the HubSpot CMS, so making changes like this are really easy. I don't know HTML...I'm a marketing guy. Keep these tips coming.
I'm looking forward to your Webinar and hearing the rest of what you found in your testing and research. Thanks for the sneak-peek!
Doesn't it stand to reason that, in a test where you're asking people which button they will "click" on, they would be more likely to click on the button that actually says "click" -- that is, "click here."
Maybe this data shows us that people prefer to act on the button that reflects the action they're expecting to do. Or maybe it shows that "submit" isn't particularly meaningful to people. Or maybe the places you have submit are places where the bar IS actually higher.
Without the full set of data, it's impossible to verify the conclusion from the 40,000 landing pages or the subsequent situationally agnostic test which primes the word "click."
I'll grant that "go" and "click here" are lower barriers linguistically. But were all 40,000 forms the same? Were they asking similar things? Did people fill out a full form of data and then not click the button because it said "submit" and not "go" or "click here."
I guess I'd really like to understand the full set of circumstances before deciding wholesale that "submit" is bad and "click here" is good.
I know you're not pushing this but . . . just had to comment.
Made the change - My 'Submit' button is now my 'Click here' button. Keep those tips coming - much appreciated.
Those are some impressive numbers. I really like seeing the clicks by button text. Definitely brings to light some testing I should do.
There is a question that comes to mind which I think should be part of the evaluation before just taking those conversion numbers at face value: is the page content or form structure similar across them all? My assumption is, those not using the standard "submit" would also be doing something different on the page as well (call to action, flashier graphics, less/more graphics or text, better usability, etc), and that's what is actually effecting the conversion rate... something I'll definitely be checking out.
Wow this really is great stuff. As soon as I read this I went directly to my website to see what my buttons say. Thanks
Makes a lot of sense psychologically that most would be more inclined to click on 'click here' or 'go' than something that sounds like it involves a greater commitment like 'register', 'download', or 'submit'.
Really great bit of information. Thanks!
Great food for thought thanks for sharing. I would offer the suggestion that 'Click Here' and 'Go' are both positive commands to the unconscious mind which appear without danger... could be completely wrong but it would work for me!
Thank you for this analysis. I'm in the process of moving my website hub over to my blog and design is heavy on my mind. This is SUCH useful info! Thanks again.
Maybe it is because the 'Click Here' and 'Go' buttons seem harmless and more positive than the other ones.
Dan, great stuff! I was keyed into color, position and prominence. Didn't consider the text factor.
Thanks.
This is really useful stuff - thanks for sharing. The rest of the research will be fascinating.
M
Having conducted some conversion testing on buttons, I have seen better results when using a specific and immediate call-to-action e.g. "Claim Your FREE E-Book Now!"
I like Richard's idea -- "Claim Your ..." Claim is a good button title as well as Click Here.
Submit just stinks, let's face it, how many customers or should I say shoppers in the real world are clamouring to
submit? It's just a geeky overhang of yesteryear that perpetuates
exclusionary vocabularly from the mainstream.
Furthermore, just like this form,
submit has a hideous cousin that is
post.
I've known people to confuse this term with the real world equivalent of sending something in the mail.
Don't make people think, make it joyously obvious.
I have the same hypothesis that Lars. The ask people to click on the first thing that comes to mind - without thinking too much - and labeling a button "click here" is warranted to get more attention as it describes your goal.
What would happen if you ask people to get a free shirt but that they have 3 seconds to make the choice or the button disappears (and then you label the buttons "Claim Shirt!!!!" and then the others "No shirt", "Lose" and "Try again").
I bet 2 dollars what the result will be.