# CTA 'Meer Informatie' vs 'Ga Verder': +14.41% click-through

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta copy
- Test run by: [Zwitserleven](https://liftarchive.com/practitioners/zwitserleven/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/zwitserleven/
- Page: https://liftarchive.com/test/zwitserleven-landing-cta-more-information/

Changing 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.

## Result

**+14.41% click-through**

- 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.

## 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)

- '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.

## How to run this test

- 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
- Guardrail: Form completion rate
- Guardrail: Lead quality or qualification rate
- Guardrail: 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.

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Credit: Zwitserleven ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/zwitserleven-landing-cta-more-information/).
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.