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

2.
The
humble
button

3.
$121,333 more
per year in
online sales
$2M more per
year in SaaS
users
$360,000 more
per year in
leads-for-sale

4.
An Experience An Emotion

5.
104.5% CTR
95% CTR
164% in signups

6.
NOT
VISITORS
BUT
LIZARDS

7.
What would
a lizard do?

8.
WHICH BUTTON WOULD ATTRACT A
LIZARD’S EYE?

9.
HOW ABOUT NOW?
81% lift in CTR
on middle plan

10.
AND HOW ABOUT NOW?
95% lift in CTR
on middle plan
81% lift in CTR

11.
WHERE
WOULD A
LIZARD
CLICK?

12.
LIFT:
▶96.6% to
Shop
Cycling
(Men)
▶104.5% to
Shop
Running
(Men)

13.
139% increase,
valued at $199/mo
200% increase,
valued at $42/mo
274% increase,
valued at $10/mo

14.
WHEN
WOULD A
LIZARD
CLICK?

15.
164% increase in signups

16.
More than $2M MORE IN REVENUE PER YEAR

17.
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?

18.
An Experience An Emotion

19.
34% in signups
38% CTR
13% CTR
15% CTR
10% in leads
26% CTR

20.
NOT
BUTTONS
BUT
CLOSED DOORS

21.
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?

22.
“WHAT’S
REALLY ON
THE OTHER
SIDE?”

23.
15% increase in signups,
confidence not reached

24.
34% increase in signups with
99% confidence

25.
THE ANXIETY OF OPENING A DOOR:
Is it worth the risk?
THE ANXIETY OF OPENING A DOOR:
Is it worth the risk?

26.
“IS IT
WORTH
THE
RISK?”

27.
24% increase in CTR with
98% confidence

28.
13% lift in CTR with
99% confidence

29.
10.3% increase in leads
with 96% confidence

30.
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?

31.
“IS LIFE
GOING TO
GET
HARDER?”

32.
Decreased CTR
by 15%

33.
37.8% increase
in CTR

34.
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.

35.
▶ 104.5% more people to move
from a home page
▶ 26% more people to
choose a solution
▶ 10% more
form
submits

36.
GET MORE
LIZARDS
TO OPEN MORE
CLOSED DOORS

37.
Joanna Wiebe
@COPYHACKERS