All plays
When to use it
When a form button still says 'Submit', 'Send' or another default label that names the mechanism, not the reward.
How to run it
Replace it with what the visitor gets on the other side: 'Get my quote', 'Download the guide', 'Book my demo'.
Why it works
Make the offer instantly understood
'Submit' asks for effort and gives no reason to click. Dan Zarrella's analysis of 40,000+ HubSpot customer landing pages found pages whose buttons said 'Submit' had measurably lower conversion rates than pages using specific, value-stating labels.
Source: HubSpot research (Dan Zarrella)
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