CTA 'Meer Informatie' vs 'Ga Verder': +14.41% click-through
Commentary byLiftArchiveOur analysis, not theirsChanging the button text on a paid-search landing page from 'Ga Verder' (Go further) to 'Meer Informatie' (More information) raised click-throughs to the sign-up page by 14.41%, at 99.9% confidence.
Zwitserleven, a Dutch retirement and financial services provider, ran the test, and it was published as a VWO case study. Only the button copy changed.
- Click-through to the sign-up page: +14.41%, at 99.9% confidence.
- Leads: the company projected about 5% more annual leads from the historical conversion rate. This is an estimate, not a measured result.
- Sample size and test duration were not shared.
The change
Only the CTA text changed, from 'Go further' to 'More information'
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
An AdWords landing page with a call-to-action button that read 'Ga Verder' (Go further). The team felt the wording was vague.
Variant
The same page with the button changed to 'Meer Informatie' (More information), a more specific label for what happens next.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Go further' did not tell visitors what the click would give them. 'More information' did.
- Visitors from paid search are often still researching. A low-commitment label fits that stage better.
- The original phrase may have been meant to suggest life after retirement, but most visitors probably missed the link.
Caveats: The measured metric was clicks to the next step, not completed leads. The 5% lead increase was a projection, and sample size and duration were not shared.
Who ran it
Zwitserleven ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Zwitserleven →
How to run this test on your site
- Hypothesis
- If we replace a vague CTA label with one that says exactly what the visitor gets next, then more visitors will click through to our form because the next step feels clear and low-risk.
- Primary metric
- Click-through rate from the landing page to the sign-up or form page
- Guardrails
- Form completion rate
- Lead quality or qualification rate
- Cost per lead
- Who should test it
- Lead-gen businesses in considered categories such as finance, insurance or B2B services, where paid traffic lands on an intro page before a form. It is less likely to matter if your CTA already names a clear next step.
Questions
Does changing CTA button text really affect conversions?
It can. Here a two-word change lifted click-throughs 14.41% at 99.9% confidence.
Wording that names the next step usually beats vague, abstract phrases.
Is 'More information' a good CTA for lead generation?
It worked for Zwitserleven because visitors were early in a considered decision.
For people ready to act, a more direct label such as 'Get a quote' may do better.
Do more clicks to a sign-up page mean more leads?
Not always. Track form completions and lead quality as well, since extra clicks from curious visitors may not turn into leads.