Copy, Bullets and Buttons

For the last few weeks we have been running a multivariate test on one of our registration pages. The final results are not in 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.  

• 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.
• Be very direct with your call to action buttons. If you want someone to register then say 'register now' not submit, go, next etc.

Changing some of these elements has helped improve our conversion rate by up to 50% in some cases.

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

Have you tested copy formats or button copy?