Every form on the web ends with a "Submit" button that users must click to submit the information they filled out in the form. For most companies, this button says "Submit" - makes sense, no? That's what you want the visitor to do.
However, tests show that changing the "Submit" button copy to something more engaging and value-oriented than just "Submit" can generate stronger results. According to MarketingSherpa, with just about every "button test" they've reported on, the winning copy was not the word "submit."
Instead, it was copy that either reinforced the value to the user from submitting the form, or encouraged the action you want the visitor to take. Copy like: "Get Free White Paper" or "Subscribe Now." In one study on MarketingSherpa, a brokerage copy got far better results from a button that said "Get your FREE Listings" at the bottom of their form, instead of just "submit." (subscription required to access report).
On eLawMarketing's "Contact Us" page, we use the following "submit button" copy: Contact Me.
In sum, start paying attention to your "submit" button copy.
P.S. - further reinforcing the importance of keeping your registration forms short to maximize response rate, in another MarketingSherpa case study, a company tested two versions of a form. The short version asked for contact information and one single non-required additional question. The longer version asked for contact information plus three not required questions. The short form won hands down, garnering a 74.6% conversion rate (prospects who visited the landing page and completed the form), compared to only 50% from the longer form.
So prune those forms!
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