# 'Start registration' beat 'Sign up today', which cut clicks ~10%

- Outcome: Won
- Page type: Signup page (Lead-gen)
- Elements: Cta copy
- Test run by: [Booking.com](https://liftarchive.com/practitioners/booking-com/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/booking-com-partner-hub-mobile-growth/
- Page: https://liftarchive.com/test/booking-com-partner-hub-cta-wording/

On its Partner Hub join page, Booking.com tested four registration button labels, and 'Start registration' drove the most clicks while 'Sign up today' cut clicks by about 10%. The Booking.com Partner Hub team ran the test themselves. It was published as an AB Tasty / Wingify case study.

## Result

**'Sign up today' about -10% clicks**

- Clicks to start registration: 'Start registration' was the highest of the four labels. The exact lift was not shared.
- 'Sign up today' was the weakest, with about 10% fewer clicks. That is a loss worth noting.
- 'Join now' and 'List your property' fell somewhere in between. Their numbers were not shared.

## Control

The Partner Hub join page, where property owners begin listing on Booking.com, used a registration button. Four labels were compared: 'Join now', 'Start registration', 'List your property' and 'Sign up today'.

## Variant

Each version changed only the wording on the button. 'Start registration' came out on top.

## Why it likely won (our reading)

- 'Start registration' says exactly what happens next. Partners know they are starting a process, not committing to everything at once.
- 'Sign up today' adds a time push and sounds like a generic consumer sign-up. Business owners listing a property may find that less relevant.
- Partner feedback showed that people wanted to understand the registration process. A label that names the process fits that mindset.

## Caveats

The size of the winning label's lift, the sample size and the test duration were not shared. The main metric was clicks to start registration, not completed listings.

## How to run this test

- Hypothesis: If we label the sign-up button with the literal next step (for example 'Start registration'), then more visitors will click it, because they know what they are starting and it feels like less of a commitment.
- Primary metric: Clicks on the registration button
- Guardrail: Completed registrations
- Guardrail: Drop-off on the first registration step
- Guardrail: Clicks by device (mobile vs desktop)
- Who should test it: Marketplaces and lead-gen sites that ask businesses to sign up through a multi-step process. It matters less if your sign-up is a single short form where the button label is already obvious.

---

Credit: Booking.com ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/booking-com-partner-hub-cta-wording/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.