One micro copy change increased conversions by 20%
A lead generation form on the organization’s website had a low conversion rate due to misleading micro copy. The call-to-action button that directed users to the signup form said that users could find “more information.” Instead of finding more information, prospective customers who clicked the button were asked to submit their personal information—a frustrating experience that led to many site exits each day. The organization needed to capture leads while building users’ trust.
Caleb changed the CTA button copy from “More Info” to “Request Info,” using language that more clearly describes the link destination.
- +20% increased conversion rate
- Users can navigate the site with confidence, building trust and increasing engagement
- UX writing
- Google Analytics
Understanding the user
Prospective students are serious shoppers who look for as much information as possible. That’s because the decision to pursue graduate school is a big deal. Graduate school is expensive, time-intensive, and students typically have to move to a new city (or country). At the University of Chicago Harris School of Public Policy, each program costs nearly $100,000 and most programs take two years to complete.
With this in mind, it shouldn’t be surprising that a CTA button with the words “More Info” generated a lot of traffic, especially when the button is located at the bottom of degree program pages.
Google Analytics & the user journey
- Visit a product page
- Click a button that says “More Info”
- Arrive on a page that asks for personal information
Improved user experience
By changing the CTA button copy from “More Info” to “Request Info,” Caleb provided a stronger information scent. Within a few months, about 30% of page visitors were submitting the form, a 20% increase compared to the one-month period prior to the copy change.
But that’s not all. While the percentage of submissions increased, the average number of submissions remained about the same over time. In other words, the form has far less traffic but it continues to capture leads at the same pace.
These data suggest that the new microcopy gives users more control over how they navigate the site, building trust and providing a more satisfying user experience.
Caleb managed the project from start to finish, identifying the issue in Google Analytics, proposing the new copy as a solution, and implementing the changes.
Caleb consulted with his UX team and the organization’s sales team before making the change.
See Caleb’s other projects