Here’s a tip that will help you increase the percentage of visitors to your website who sign up for your mailing list.
The text in your ‘submit’ button should always relate directly to the incentive that you’re offering. So if you’re offering a free download to attract visitors to sign up for your mailing list, then you’re submit button should say something like ‘Free Download’ or ‘Instant Download’.
What you want to avoid doing is emphasizing something that sounds like ‘more email’ or some kind of long-term commitment. That would be like meeting someone for the first time and trying to convince them that they should consider a long-term relationship. You’d probably stand a much better chance of ending up in a long-term relationship by first convincing them that it would be fun to go out on a date.
- Value Positive = Emphasis on something valuable to the prospect. Ex. ‘Free Download’
- Value Neutral = Simple instruction or anything that is not attached to a perceived value. Ex. ‘Click Here’
- Value Negative = Emphasis on something that adds friction in the visitors mind, such as a larger commitment. Ex. ‘Sign Up for the Newsletter’ (unless a. – your newsletter itself is the incentive for signing up and b. – you’ve effectively convinced the visitor that your newsletter will be especially valuable to them).
Which category your button fits into is one of the most important factors in how well your signup form performs.
- One particular word to avoid, according to Dr. McGlaughlin is ‘submit’, which lowers conversion rates due to the unconscious connotation of ‘submission’.
So to summarize, you’ll want a submit button with text that emphasizes something valuable and attractive to your website visitors.
Questions or comments? ↓