# 'Make Money Flipping Websites' vs 'Join Us': +33.1% CTA clicks

- Outcome: Won
- Page type: Site-wide (Lead-gen)
- Elements: Cta copy
- Test run by: [Empire Flippers](https://liftarchive.com/practitioners/empire-flippers/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/empire-flippers/
- Page: https://liftarchive.com/test/empire-flippers-cta-copy-make-money/

Empire Flippers changed its sidebar button text from "Join Us" to "Make Money Flipping Websites" and click-through rate rose from 2.88% to 3.84%, a 33.1% lift. Empire Flippers, a marketplace for buying and selling websites, ran the test across several pages of its site. It was published as a VWO case study.

## Result

**+33.1% CTA clicks**

- CTA click-through rate: 2.88% to 3.84%, a 33.1% relative lift.
- Reported confidence: 96%.
- This measures button clicks, not completed accounts, so the effect on sign-ups is unknown.

## Control

A sidebar on the right collected leads and pointed visitors to account creation. Its green button read "Join Us".

## Variant

The same button read "Make Money Flipping Websites". Nothing else changed.

## Why it likely won (our reading)

- "Join Us" says what to do but not why. The new copy names the payoff, which answers what the visitor gets.
- Visitors to a website marketplace are often there to make money. Copy that names that goal matches their intent.
- A specific button stands out more than a generic one that visitors see everywhere.

## Caveats

The metric is clicks, not completed accounts. No sample size or duration was shared, the case study is vendor-published, and it dates from around 2019.

## How to run this test

- Hypothesis: If we change a generic CTA like "Join Us" to copy that names the outcome visitors want, then more will click because the benefit of clicking is clear.
- Primary metric: CTA click-through rate
- Guardrail: Completed sign-ups or accounts
- Guardrail: Lead quality
- Guardrail: Bounce rate on the next page
- Who should test it: Marketplaces, SaaS and lead-gen sites using generic CTAs like "Join", "Sign up" or "Submit" where visitors share a clear goal. It matters less if your CTA already states the benefit.

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Credit: Empire Flippers ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/empire-flippers-cta-copy-make-money/).
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.