Lizards Thru Doorways: Optimize Your Website Buttons with These A/B Tests to Guide You

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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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Lizards Thru Doorways: Optimize Your Website Buttons with These A/B Tests to Guide You

  1. 1. Unmistakable Proof That Your Calls to Action Are Costing You $$$ By Joanna Wiebe
  2. 2. The humble button
  3. 3. $121,333 more per year in online sales $2M more per year in SaaS users $360,000 more per year in leads-for-sale
  4. 4. An Experience An Emotion
  5. 5. 104.5% CTR 95% CTR 164% in signups
  6. 6. NOT VISITORS BUT LIZARDS
  7. 7. What would a lizard do?
  8. 8. WHICH BUTTON WOULD ATTRACT A LIZARD’S EYE?
  9. 9. HOW ABOUT NOW? 81% lift in CTR on middle plan
  10. 10. AND HOW ABOUT NOW? 95% lift in CTR on middle plan 81% lift in CTR
  11. 11. WHERE WOULD A LIZARD CLICK?
  12. 12. LIFT: ▶96.6% to Shop Cycling (Men) ▶104.5% to Shop Running (Men)
  13. 13. 139% increase, valued at $199/mo 200% increase, valued at $42/mo 274% increase, valued at $10/mo
  14. 14. WHEN WOULD A LIZARD CLICK?
  15. 15. 164% increase in signups
  16. 16. More than $2M MORE IN REVENUE PER YEAR
  17. 17. 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?
  18. 18. An Experience An Emotion
  19. 19. 34% in signups 38% CTR 13% CTR 15% CTR 10% in leads 26% CTR
  20. 20. NOT BUTTONS BUT CLOSED DOORS
  21. 21. 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?
  22. 22. “WHAT’S REALLY ON THE OTHER SIDE?”
  23. 23. 15% increase in signups, confidence not reached
  24. 24. 34% increase in signups with 99% confidence
  25. 25. THE ANXIETY OF OPENING A DOOR: Is it worth the risk? THE ANXIETY OF OPENING A DOOR: Is it worth the risk?
  26. 26. “IS IT WORTH THE RISK?”
  27. 27. 24% increase in CTR with 98% confidence
  28. 28. 13% lift in CTR with 99% confidence
  29. 29. 10.3% increase in leads with 96% confidence
  30. 30. 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?
  31. 31. “IS LIFE GOING TO GET HARDER?”
  32. 32. Decreased CTR by 15%
  33. 33. 37.8% increase in CTR
  34. 34. 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.
  35. 35. ▶ 104.5% more people to move from a home page ▶ 26% more people to choose a solution ▶ 10% more form submits
  36. 36. GET MORE LIZARDS TO OPEN MORE CLOSED DOORS
  37. 37. Joanna Wiebe @COPYHACKERS

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