text links

3 Jun 2010 - 10:20am
Jennifer Wolfgang

Using buttons as CTAs (Calls to Action) vs. Text Links

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:

Top segment homepage, containing the following...

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