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