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The power of a single word

June 3, 2010

Luke Wroblewski (@lukewdesign) tweeted about how changing just one word on an online form dramatically increased the click-through response rate to that form.

I was intrigued, so I clicked the link and found this case study done by Click Tale: http://blog.clicktale.com/2010/05/28/change-one-word-double-your-conversion-rate/

The word was ‘optional’ and by adding it to an optional field’s label, they immediately doubled the responses they got to the form. Powerful stuff.

[Link last checked May 2010]

One comment

  1. I reccomend Clicktale as the best usability tool. Its heatmaps, real time videos and aggregate behaviours and analytics are second to none!



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