Have you ever fallen into the trap of using things just because YOU think they look good. I recently did just that with PayPal buttons. The default button is a pretty ugly “Buy Now” button. I looked at the choices and chose the one that appealed to me, the one with the Visa/MC log on it.
Then a few days later I thought…hey, I’ve got this great tool Glyphius that scores copy against a massive database of profitable and unprofitable ads. It would certainly be a better idea to see which text scores best and test the top scoring buttons. So that’s exactly what I did. It only takes a few minutes with Glyphius. It’s as simple as copy, paste, and click the “score” button. No more guessing.
Here are the words on the buttons:
Buy Now
PayPal Buy Now
PayPal Payments
PayPal Checkout
PayPal Click Here to Pay
PayPal Click Here to Buy
Which words would you surmise scored the highest? They are ranked from lowest score to highest score. I can’t tell you if the words “PayPal Click Here to Buy” score 2x, 3x, or more better than “Buy Now” because “Buy Now” has a way negative score so the math doesn’t work out. But I had been using the “PayPal Buy Now” button so I quickly added the “PayPal Click Here to Buy” button to the test with MuVar - a simple, inexpensive multivariate testing tool.
Obviously the word “now” is a poor choice. How did you fell when you read the title of this post? Most people don’t like being told what to do so it’s quite probable that you had a negative reaction. Personally, I tend to ignore people who try to tell me what to do. Do you? Well then, it makes sense that using the words “Buy Now” would turn people off and actually make them not buy, doesn’t it?
Glyphius only scores the text. Several of these buttons have graphics which may or may not influence their effectiveness and Glyphius does not score graphics. The only way to be sure is to test. But if you want to add the MC/Visa logo, you could easily do that with a separate graphic to avoid the words “Buy Now.” Although I seem to recall a post on the Internet Business Blog that indicated using the credit card logos didn’t make a statistically significant difference…bye now!
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