Plainer button label in 'Sell Your Car' flow: better step-through
Commentary byLiftArchiveOur analysis, not theirsReplacing an unfamiliar term on a step button in the Sell Your Car flow with plainer wording improved conversion through that part of the funnel.
No figure was shared. Motorpoint ran this test, and its team described it in an interview published as an AB Tasty case study (now on the Wingify site).
- Step-through conversion in the Sell Your Car flow: improved. No percentage was shared.
- The change was a single button label, so the result can be tied to that copy.
The change
Variant relabels the step button with plainer wording.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A button that moved users from one step of the Sell Your Car flow to the next used a term many users didn't know well.
Variant
The same button with plainer, more familiar wording. The exact labels were not shared.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People hesitate to click when they aren't sure what a button means or what comes next.
- Familiar words cut the thinking needed to move on, which helps in a multi-step form.
- Our reading only: the case study does not explain the result.
Caveats: No numbers, exact labels, sample size or duration were shared. The result comes from an interview in a vendor case study.
Who ran it
Motorpoint ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Motorpoint →
How to run this test on your site
- Hypothesis
- If we replace jargon on step buttons with plain words, then more users will move through the form because they understand what each step does.
- Primary metric
- Step-to-step conversion rate in the form
- Guardrails
- Final form completion rate
- Lead quality
- Back-button or exit rate at the next step
- Who should test it
- Lead-gen businesses with multi-step forms, like valuations, quotes or sign-ups, that use industry terms on buttons. If your labels already use everyday words, expect little change.
Questions
Do button labels matter in multi-step forms?
Yes, they can. Motorpoint saw more users move through its Sell Your Car flow after swapping an unfamiliar word for plainer wording.
How do I find confusing labels?
Look for big drop-offs at one step and run quick user tests or surveys.
Words your team uses every day may be unfamiliar to customers.