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There are 2 obstacles getting in the way of your visitors clicking your buttons: friction and anxiety. In this short presentation, see how both may be holding your CTR back - and what we've done to reduce friction and neutralize anxiety. (With data from A/B tests we ran in 2013 and 2014 on button copy.) Oh, and find out what the hell we mean by "lizards thru doorways"... and how that little phrase can make all the difference for your button click-thrus. By Joanna Wiebe of Copy Hackers (www.copyhackers.com).
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Unmistakable Proof That Your Calls to Action Are
Costing You $$$By Joanna Wiebe
The humble button
$121,333 more per year in
online sales
$2M more per year in SaaS
users
$360,000 more per year in
leads-for-sale
An Experience An Emotion
104.5% CTR
95% CTR
164% in signups
NOT VISITORSBUTLIZARDS
What would a lizard do?
WHICH BUTTON WOULD ATTRACT A LIZARD’S EYE?
HOW ABOUT NOW?
81% lift in CTR on middle plan
AND HOW ABOUT NOW?
95% lift in CTR on middle plan
81% lift in CTR
WHEREWOULD ALIZARD CLICK?
LIFT:▶96.6% to Shop Cycling (Men) ▶104.5% to Shop Running (Men)
139% increase, valued at $199/mo
200% increase, valued at $42/mo
274% increase, valued at $10/mo
WHENWOULD ALIZARD CLICK?
164% increase in signups
More than $2M MORE IN REVENUE PER YEAR
QUESTION YOUR BUTTONS
▶ Does it look clickable… or disabled?▶ Is it prominent enough to easily notice? ▶ Is it large enough to easily acquire?▶ Is it competing with another button or call to action?▶ Does anything about it – like copy, design or
placement – suggest it’s not to be clicked?▶ Does a person have to actively think before clicking
it?
An Experience An Emotion
34% in signups
38% CTR
13% CTR
15% CTR
10% in leads
26% CTR
NOTBUTTONSBUTCLOSED DOORS
THE ANXIETY OF OPENING A DOOR:What’s really on the other side?
THE ANXIETY OF OPENING A DOOR:What’s really on the other side?
“WHAT’S REALLY ON THE OTHER SIDE?”
15% increase in signups, confidence not reached
34% increase in signups with 99% confidence
THE ANXIETY OF OPENING A DOOR:Is it worth the risk?
THE ANXIETY OF OPENING A DOOR:Is it worth the risk?
“IS IT WORTH THE RISK?”
24% increase in CTR with 98% confidence
13% lift in CTR with 99% confidence
10.3% increase in leads with 96% confidence
THE ANXIETY OF OPENING A DOOR:Once I go in, is life going to get harder?
THE ANXIETY OF OPENING A DOOR:Once I go in, is life going to get harder?
“IS LIFE GOING TO GET HARDER?”
Decreased CTR by 15%
37.8% increase in CTR
THE ANXIETY YOUR VISITORS FEEL
▶ What’s on the other side of this button?▶ Once I click it, what immediately happens? ▶ Should I look around first before I click it… just to make sure I’m
not missing something better for me?▶ Am I ready to go wherever this leads?▶ Once I click it, can I get back to this page easily, or am I trapped
in a new area of this website – or a different site?
Double that anxiety – and add some friction – when you add a second button into the mix.
▶ 104.5% more people to movefrom a home page
▶ 26% more people to choose a solution
▶ 10% moreform
submits
GET MORE LIZARDS
TO OPEN MORECLOSED DOORS
Joanna Wiebe@COPYHACKERS
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