# Button Copy: Action Verb vs Benefit Phrase A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/button-copy-action-verb-vs-benefit-phrase-ab-test

## Hypothesis

If the flow really delivers a quote, “Get my quote” tells visitors what they will receive and may make the next step feel more worthwhile than “Submit” does. That could give the benefit label a higher next-step completion rate, while the shorter, neutral “Submit” may set fewer expectations and keep click-to-completion drop-off low.

## When to run this test

Plan this comparison when visitors hesitate at the quote form's button: form-field analytics show people filling in the last field without sending, session recordings show them pausing on the button and leaving, or support tickets ask what happens after submitting. If the benefit wording helps, more visitors will not just click but also complete the promised quote step. If the flow does not actually return a quote after the click, fix the flow before testing this wording; if the problem is form length or error messages, address those first.

## Primary metric

**Next-step completion rate**: Compare eligible assigned visitors who complete the same next step accurately described by both labels.

## Other metrics

- **Button click-through rate**: Track clicks as a diagnostic measure; the next-step completion is the outcome.
- **Click-to-completion drop-off**: Compare button clickers who do not complete the next step using the same target and window.
- **Return to previous page**: Track returns after the click; not every return indicates a problem.

## What to check before and during the test

- **Labels**: Compare “Submit” with “Get my quote” only if both accurately describe the same flow.
- **Fit**: Keep button size fixed and make sure both labels fit.
- **Expectation**: Keep the destination and quote process the same.
- **Interpretation**: Testing first-person versus neutral wording requires a separate matched comparison.
- **Visitor history**: Review new and returning visitors separately.

## What to watch when reading the result

- Button click-through rate is diagnostic only; next-step completion rate picks the winner. If one label gets more clicks but also more click-to-completion drop-off, the promise and the step visitors reach may not match. Track returns to the previous page too, but do not treat every return as a failure.
- Each label is tested as a whole, since length, phrasing and first-person wording all changed together. Do not turn it into a general rule that benefit framing always wins, and review new and returning visitors separately.
- Keep button styling identical in both arms so the difference comes from the words alone, and leave the copy on other buttons on the page untouched during the test. If two buttons use different approaches, you cannot tell which one drove the result.
- Completing a quote request happens less often than clicking, so a small difference may need a longer run. Enter the flow's recent next-step completion rate and the smallest change you would act on in the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator), then divide the sample per arm by each arm's daily traffic to plan the length. Do not stop early just because one label pulls ahead.

## Frequently Asked Questions

### Can I use Get my quote on any form?

Only when the flow genuinely provides a quote. Do not promise an outcome the action cannot deliver. Keep the destination and quoting process identical.

### Would a winning label prove benefit framing works?

No. Length and phrasing also differ. The result belongs to the complete label. Isolating first-person or benefit framing requires a matched comparison. Use completion of the promised next step as the primary outcome.

### Which metric should decide this test?

The share of assigned visitors completing the same next step accurately promised by both labels. Clicks are diagnostic. Failure to complete after clicking may suggest an expectation mismatch.

### What if the longer wording does not fit?

Keep default button dimensions equal and preserve readability. Record wrapping under zoom or narrow viewports. Do not shrink text to an unreadable size to force one line.