Does anybody have research showing which terms are better for call to action on a website that we can use consistently across tasks? I'm talking about action within the site, so the link would say either "Search for a gold parachute" or "Find a gold parachute."
In our work, everyone (stakeholders) wants to use a graphical button for their CTAs, often asking for multiple such buttons on a single page. The notion is that these will drive a higher conversion rate... ON THOSE links. (These are not form submits, remember.) A proof of concept was done late last year to test the effectiveness of buttons vs. links on a particular page. Here was the scenario:
I am producing IA/UX for a SaaS and need to obtain research specific to the typical layout of a Use Case 01 landing page with call-to-action.
Specifically, my client wants an initial landing page with two calls-to-action buttons with the same visual weight. His justification is that both will eventually lead down conversion paths (one directly to signup, the second to more information). All information I can find advises this has the opportunity to cause some confusion which can hamper conversion rates.