How to make your action buttons a lot stronger

The power of testing when you want to improve fundraising response:

Call-to-Action Button Copy: How to reduce clickthrough rate by 26% at the MarketingExperiments Blog.

Here are the results of a test of the words in an action button:

Cta-test-results1

Subtle changes in words can make a significant difference in performance. By split testing, you can discover the words that will work best for your unique audience and your unique products. More importantly, you can mitigate negative results, like a 26% drop in clickthrough, from these subtle changes by understanding their effect in a controlled environment.

Takeaways for fundraisers:


  • What your action button says could matter a lot. It’s something you should be testing.
  • What works best can change over time, so even if you arrive at a big winner, you should still test from time to time.
  • What works somewhere may or may not work elsewhere. If someone tells you about their amazing test results, steal their idea and test — don’t assume it will be your winner too.
  • Online, you can test all kinds of things that we’d never be able to measure offline. Take advantage of that.
  • Testing is great. Don’t let opportunities to test slip by.


Comments

2 responses to “How to make your action buttons a lot stronger”

  1. Or it could be that bigger button work better, assuming the images are an accurate representation of what was tested. If the button size changed with the text, they were testing two elements at once.

  2. Or it could be that bigger button work better, assuming the images are an accurate representation of what was tested. If the button size changed with the text, they were testing two elements at once.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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