Buttons.
The secret to higher conversion
Greg Isenberg
Aug 21, 2024
Buttons. You know those little digital things on websites that get people do stuff? The ones that say "Buy Now" or "Add to Cart"?
Whenever I was designing websites I just designed them like everyone else. Didn’t think too much about them. An afterthought. Copy and paste. Big mistake. Here's the story:
A few weeks ago, I was meeting with my team at LCA. Great product offering, exceptional team, but our website conversion rate was stuck at a measly 1.5%. For an agency that designs world-class websites/apps/the top AI products that outperform, we underperformed on our own. Kinda like how sometimes a doctor is too busy taking care of his patients and has the worst health.
So we figured we'd switch that up.
We were throwing around ideas, mostly the usual suspects - A/B testing headlines, tweaking color schemes, the works.
Then Sarah, our newest UX designer, dropped a bomb:
"What if we're thinking about our buttons all wrong?"
Silence. Then a chorus of "Huh?"
Sarah explained: "Our button says 'Book a Call'. But nobody wants another call on their calendar. What they want is solutions, ideas, breakthroughs. Let’s make it about them"
Mind. Blown.
We changed it to "Request a Brainstorm".
Simple, right? Almost too simple.
Our conversion rate jumped to 4.2% overnight.
That's a 180% increase. From changing THREE words.
We weren't asking for their time anymore. We were offering them value. And the word request felt more luxury.
Suddenly, it wasn't about us. It was about them.
I was hooked.
I started seeing buttons everywhere. Not in a creepy way, but you know what I mean.
Take a friend’s high-end coffee subscription service. Their button said "Subscribe Now". Yawn.
We changed it to "Unlock Your Coffee Journey".
Subscriptions tripled in a month.
People weren't just buying coffee anymore. They were embarking on a caffeinated adventure.
But it's not always smooth sailing.
We tried the same trick with a friend’s fitness app. Changed "Start Workout" to "Unleash Your Inner Athlete".
Crickets.
Turns out, people just wanted to work out, not contemplate their athletic potential at 6 AM.
Lesson learned: know your community. Of course.
Now, I'm obsessed. I analyze buttons like some people analyze stock charts.
Nike doesn't want you to 'Shop'. They challenge you to 'Find Your Greatness'.
Airbnb doesn't ask you to "Search". They invite you to "Explore nearby stays".
Noom doesn't say 'Start Diet'. They encourage you to 'Start Your Quiz'.
Each one? A micro masterpiece of persuasion.
Here's my framework on designing buttons that drive impact:
What does the community really want from you?
How can I give it to them?
How can I make it sound exciting?
Remember: People don't want to buy your product. They want to buy a better version of themselves.
So next time you're designing a button, don't just tell them what to do.
Show them what they'll become.
Your bank account will thank you.
Note: I write posts like this every week, packed with free startup ideas, insights on business building, and strategies for succeeding in the online world. It’s called Greg’s letter.
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