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