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).

1. Unmistakable Proof That
Your Calls to Action Are
Costing You $$$
By Joanna Wiebe

2. The
humble
button

4. $121,333 more
per year in
online sales
$2M more per
year in SaaS
users
$360,000 more
per year in
leads-for-sale

5. An Experience An Emotion

6. 104.5% CTR
95% CTR
164% in signups

7. NOT
VISITORS
BUT
LIZARDS

8. What would
a lizard do?

9. WHICH BUTTON WOULD ATTRACT A
LIZARD’S EYE?

10. HOW ABOUT NOW?
81% lift in CTR
on middle plan

11. AND HOW ABOUT NOW?
95% lift in CTR
on middle plan
81% lift in CTR

12. WHERE
WOULD A
LIZARD
CLICK?

13. LIFT:
▶96.6% to
Shop
Cycling
(Men)
▶104.5% to
Shop
Running
(Men)

14. 139% increase,
valued at $199/mo
200% increase,
valued at $42/mo
274% increase,
valued at $10/mo

15. WHEN
WOULD A
LIZARD
CLICK?

16. 164% increase in signups

17. More than $2M MORE IN REVENUE PER YEAR

18. 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?

19. An Experience An Emotion

20. 34% in signups
38% CTR
13% CTR
15% CTR
10% in leads
26% CTR

21. NOT
BUTTONS
BUT
CLOSED DOORS

22. 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?

23. “WHAT’S
REALLY ON
THE OTHER
SIDE?”

24. 15% increase in signups,
confidence not reached

25. 34% increase in signups with
99% confidence

26. THE ANXIETY OF OPENING A DOOR:
Is it worth the risk?
THE ANXIETY OF OPENING A DOOR:
Is it worth the risk?

27. “IS IT
WORTH
THE
RISK?”

28. 24% increase in CTR with
98% confidence

29. 13% lift in CTR with
99% confidence

30. 10.3% increase in leads
with 96% confidence

31. 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?

32. “IS LIFE
GOING TO
GET
HARDER?”

33. Decreased CTR
by 15%

34. 37.8% increase
in CTR

35. 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.

37. ▶ 104.5% more people to move
from a home page
▶ 26% more people to
choose a solution
▶ 10% more
form
submits

38. GET MORE
LIZARDS
TO OPEN MORE
CLOSED DOORS

39. Joanna Wiebe
@COPYHACKERS