Over the last few weeks I ran a multivariate test on one of our registration pages. The final results are still being worked on but some of the initial findings are worth sharing. Here are a few key areas everyone could probably benefit from when building out web pages or writing sales copy.

• Be very direct with your call to action buttons. If you want someone to register then say ‘register now’ not go, next, submit, etc.
• The most important element in terms of increasing conversion is to present copy in bullet points (or some similar format). Basically people don’t want to read. People like to get bite size chunks of information. Bullet points are easy to scan, read and remember.

Changing these elements has helped improve our conversion rate by up to 80% in some cases.

Note: These results are based on our user and test data and might differ for your business and site.

Have you tested copy formats or button copy?