The implications behind certain action verbs can often affect users’ willingness to follow through. Pay special attention to what your buttons and calls to action might suggest. A phrase like “order now” could imply to some users that they will have to wait to get whatever it is that they’re looking for. Others, like “apply now” or “join now”, could suggest that something might be required of the user in order to be a part of whatever the group is that they’re joining. Rather than focusing on what the group’s requirements are of the user to join, focus on what the user requires of the group. How will they benefit? Try using gain-focused words (ex: get, view, enjoy, discover, see, play) over effort-focused (ex: submit, start, activate, learn, pay, go). If the user is interested in a free download that you’re offering in return for them joining your email list, instead of “Join now” (what you want them to do), maybe your button reads “Get my free download”.
Use positive reinforcement in your calls to action or button text
It rarely ever hurts to remind your users what’s in it for them. Form buttons are often the tipping point between your customers deciding to follow through with the process or turning around and bouncing. Your button text should positively reinforce the user’s behavior of completing the form by reminding them, “If you do action (A), you’ll get (B) in return”. Try using specific language in your button copy that reiterates whatever it is they are expecting in return. Example: “Get (B) now”.
Stop using the word “submit” on your form submission buttons
It used to be that the word “submit” on a form submission button described what the system did when it was clicked. Now, with the tendency toward a more user-centered approach to website design, users have come to expect everything to be much more about them– and less about the technology.
Filling out a form is already one of those things that produces at least a little bit of anxiety in most users. It’s not something we ever really enjoy doing. Do you think the negative connotation behind the word “submit” helps relieve someone who’s already concerned about where their personal information is about to end up? It’s likely that it’s only reinforcing every worry about identity fraud that’s ever crossed their mind. Try using different language on your submission buttons that implies positive results. How are your users expecting to benefit from completing the form?
Write a strong value proposition
One of the most important pieces of content you should write is a value proposition. A value proposition is part of your business strategy. It answers the question of, why should anyone choose you over your competition? Value propositions can apply to your business or organization as a whole, or be specific to a product or product line. How will customers benefit from choosing you or your product over a competitor’s? Is it cheaper? More reliable? What is it that makes it unique? And it always helps to support your claims by providing some kind of proof. An example of proof could be customer testimonials or some other kind of evidence that can support your claims. Your value proposition should be one of the first things, if not the first thing a user sees when they visit your website or landing page. It should answer questions like, what is it, who is it for and how is it useful? You’ll only have a matter of seconds to prove a point, so it should be short and easy to understand. Make sure users can immediately identify what results they can expect and how your offer differs from the competitors’. It’s often the determining factor as to whether a user will continue reading or go straight for the “back” button.