Testing in your marketing – why it matters (even in buttons)

By: Chris Cox Date Posted: July 30, 2010

Buttons seem to have better click through rates on call to actions than text links

I am zealously passionate about testing.

That’s one of the most amazing things with the internet that you just can’t reproduce in “real” life: testing. I can get results on whether a certain headline, colour, image, link, etc. etc. is good, bad, or great just about immediately. It appeals to the primeval savage in me that wants instant gratification, I think.

It also appeals to the savage in me that likes winning and making money. In this column I’m going to share some test results we’re seeing out there in the field, and I’m going to push you to test more.

Buttons are one of the most testing areas of internet marketing. They can take a sales or opt-in page from OK to perfect, just with the right button. So, the right combination of colour, text, size and shape and position, is crucial!

Thing is, oftentimes we take for granted that we need to use text links to ask people to do something. I’m guilty of it too at times, you forget or get in a hurry.

But to me, it’s really all about asking yourself, “I am I REALLY making the most of every opportunity, every element I can use here to maximise my results – to make sure my fans are made the most of, and get the best value for their time?”

Everything from Buy buttons to Download buttons should be equally irresistible – because you just want your fans to devour ever single ounce of content to ensure they’ll taste it, get hooked, and want to come back for more.

So, I really challenge you all to push yourselves and ask the tough questions. What could you test that could up your game?

If there’s something you’d like to know how to test, tell me, and I’ll walk you through it.

(By the way – an orange buy button that says “Add to Cart” is almost 18 times more likely than a green button that says “Order Now” to get clicked and to make sales in our tests – do you see how important this stuff is!?!)

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