Add a benefit, make copy clear what about what the customer will get, and make the copy relevant to your product. Try copy like:
START YOUR SUBSCRIPTION
ENTER MY NAME
GET MY HEAT MAP
GET YOUR FREE REPORT
START YOUR 30 DAY FREE TRIAL changes to START MY 30 DAY FREE TRIAL.
Michael Aagaard, in a recent post for unbounce, did this exact test and saw a 90 percent increase in the clickthrough rate.
4. Add More Copy
Sometimes an offer might need clarification or highlight a benefit (free 2-day shipping). Maybe you want to waylay an objection (no credit card needed to get started). You might want to feature a review or testimonial (as reviewed by the NY Times). Go ahead and add this, either near your CTA button or as part of it.
5. Try A Direct Mail Technique
One of my favorite things to do is to see if a direct mail technique will work in digital. I like to highlight my CTA button by pointing it out with a message to help close the deal. You can be creative and try different approaches. What works in traditional mail can also work in digital
Are there more things you can do? Absolutely. I’ve simply covered what I think are the most important.
Sometimes I’m asked what a good conversion rate is — but it’s such a relative question. Judging conversion rates or sales, even from different companies in the same industries, is not an apples to apples comparison. There are too many factors (traffic, quality of traffic, offers, brand strength) to make this possible.
How will you know what will work for you? There is only one way to know, test regularly.