As simple as it is, the copy you put on your call-to-action buttons can make or break your conversions. If it's too general and vague as to what will happen once...View More the user clicks, it's going to create a sense of anxiety & uncertainty for the user that will paralyze them from taking action. Crazy Egg started using the button copy "Show Me My Heatmap" in 2010 and I think it's a great example of being clear & specific to the product versus using general copy that we often see like "Sign-Up Now" or "Check It Out". It's also important to note that the button copy is possessive ("My Heatmap") and implies that the person will likely receive a free heatmap rather easily. Several tests have proven "my" to convert better than "your" on call-to-action buttons http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/. The copy above the button states a measurable benefit that will hook many website owners and frames the call-to-action so even those who don't exactly know what a heatmap is, have context as to what's to come after they click. Notice how results are promised within 30 days & the trial is 30 days, thus bumping up the appeal that the free trial will be long enough to reap the rewards. Trials are a no-brainer for SaaS companies.
Good Button Copy & Free Trial from Crazy Egg Swiped in May 2014
Be as specific as possible in your CTA buttons so users are optimally enticed & are clear on why they're clicking
Test using "my" versus "your" in your button copy. It's been proven several times to convert better.
This graphic remains stickied in their sidebar once you start scrolling past it. This keeps the message in front of the user as the scroll down the page. It's worth testing this strategy on your sidebar offers.
Make sure your CTA button stands out (e.g. yellow on black)
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of crazyegg.com below.