Ali Demirbaş - Lab
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UI Elements

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

“Submit” names the action; “Get my quote” names the expected outcome.

  • UI elements
  • Next-step completion rate

Variant A vs Variant B

Two alternatives; neither is the incumbent.

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Options
Page
UI elements
Difference
changed

Hypothesis

The latter may make the next step feel more relevant, but only if the flow really delivers that result. The labels also differ in length and phrasing, so the result applies to the full copy choice.

How to run this test

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 rateTrack clicks as a diagnostic measure; the next-step completion is the outcome.
  • Click-to-completion drop-offCompare button clickers who do not complete the next step using the same target and window.
  • Return to previous pageTrack returns after the click; not every return indicates a problem.

What to check before and during the test

  • LabelsCompare “Submit” with “Get my quote” only if both accurately describe the same flow.
  • FitKeep button size fixed and make sure both labels fit.
  • ExpectationKeep the destination and quote process the same.
  • InterpretationTesting first-person versus neutral wording requires a separate matched comparison.
  • Visitor historyReview new and returning visitors separately.

Setup mistakes to avoid

  1. 1Do not promise an outcome that will not happen after the click.
  2. 2Change wording only, not button styling.
  3. 3Keep both labels readable without forcing an awkward line break.
  4. 4Do not use different copy approaches on two buttons in the same page test.
  5. 5Do not call a winner from clicks alone; review the next step.