Would you believe that changing just two words in your email marketing campaign could increase conversions by more than 6%? It’s true! I’ve seen it happen.

How did I increase conversions with just two words? I changed the text on the landing page form button from “Start Today” to “Learn More”. That simple two word change increased conversions by 6.29%.

I’m not saying you should go change all your buttons to say “Learn More”. I am just saying you need to think real hard about every word you choose. Every call to action should be perfectly tailored to your audience.

How did I come up with the idea to test “Learn More” against “Start Today”? I thought about who I was sending my message to. This email was going out to subscribers that didn’t close in the first 60 days. These people weren’t ready to commit, but they were still interested. If I were unsure of committing on something I too would be hesitant to click on a “Start Today” button. What if I am not ready to start? That button might put me off a little bit. So I am interest, but not ready to commit, what do I want? I just want to learn a little more.

You have to take the time to think about your subscribers and your segments and what their motivations might be. Develop a persona for each of your segments and tailor the copy and calls to action to fit them.