Buy - click here - more info buttons - which works best

[Elaine]

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Is there been any research on which type of 'invitation to buy' works best-

a simple text request ie click here - buy now etc

or a high lighted button,

and does the wording make any difference, are visitors more likely to respond to 'BUY' rather than 'click here for more info'
etc.

Anybody know where you would find this sort of information? I've had a bit of a look round some popular sites and they all seem to use a different tack.

[ianm]

Don't know of any research, but I've set up one of my sites with a "Buy" and an "Info" button - both of which go to the same page on the merchant's site. I've actually found that the Info button seems to generate more sales.

[Gray@Figleaves]

Although we don't have any actual figures on the different calls to action, we've always found 'click to buy' seems to convert the best. For vouchers and coupons, 'click to claim' does the trick.

Graham
Figleaves.com

[Brendon]

The answer is that there is no "right" answer. In general, you will see better results from Calls-To-Action that 1) are a command (ie "Click here!" "Buy now!") 2) Fit the surrounding copy (this is a bit tricky; taking ianms example

>> I've actually found that the Info button seems to generate more sales.

This indicates to me that users want more reassurance before buying at the point that they are being offered the option. That is why the "Info" route is outperforming the more direct appeal. I would experiment with enhanced product descriptions (more text in total, more sales focussed text, product thumbnails, tech spec sheet in a PDF from a anchor-text-controlled link, leading into a link stuffed PDF - ideal if you can get the manufacturer to produce and host with some "input" from yourself)) 3) Consider using "loaded" words (STOP!, FREE!, SALE! etc) 4) Learn about copywriting (especially the AIDA Formula, thus:

Attention, Interest, Desire, Action

That is the sequence a prospect must go threough to become a customer. Does your copy promote this progression?) 5) read everything that digitalghost and tedster ever wrote, they are geniuses, I **** you not