Non-Pushy Wording Can Be More Motivational
'Click here' or 'Continue reading'?
In a recent test on its own newsletters, MarketingSherpa wanted to know which two- or three-word phrase could get subscribers to click through to another article. Here's what they measured:
"Click to continue": 8.53% clickthrough rate
"Continue to article": 3.3% clickthrough rate
"Read more": (-)1.8% clickthrough rate
MarketingSherpa shared, "With these results, we had a strong feeling that the front-runner, 'Click to continue,' would win in the A/B test, and it did, producing 3.5% more clicks than 'Continue to article.' Needless to say, we immediately switched the words in our link in all of our newsletters."
The next time you send out an e-mail consider how important a few words in the title can make! Also consider that the least pushy wording got the most click throughs.
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-- Josh Gordon is president of Smarter Media Sales.com where he works with publishers to maximize their online and print revenue through training, consulting, and representation.
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