"Buy Now" Vs. "Learn More" - Which Button Converts Better???

16 replies
So when presenting your customers, whether they be opt-ins, leads, subscribers, or whatever you want to call them, which do you use...the "Buy Now" button, or the "Learn More" button.

Personally, i think using the "Learn More" button works better for me because it does't imply that the product has a price. Only when the consumer actually clicks on the link, do they find out that there is a price. By dong this i get more clicks and more people willingly to buy because the presentation of the product wasn't pushy at all. So they DON'T feel threaten (because once you start showing the "Buy Now" buttons, people tend to think that's all their ever going to see from you). The counter argument to this method, is that most people prefer the "Buy Now" button because it is direct and filters through the real potentials buyers easier (Because your only going to click on a "Buy Now" button if your intent is to actually BUY it).

Trust amongst you and your subscribers or list opt-ins is another thing that must be looked at because of the actual nature/niche of your list. Prospects on an IM niche typed list will be less likely to feel pushed when shown products then prospects on a Home & Garden typed niche list. This however may also not be the case, because what it comes down to is the overall trust throughout you and your email recipients.

So what are your thoughts? Which has worked best with you, and with what niche?
#buy now #converts #learn more #pitch
  • Profile picture of the author Frank Donovan
    Originally Posted by nicolasmd2112 View Post

    So when presenting your customers, whether they be opt-ins, leads, subscribers, or whatever you want to call them, which do you use...the "Buy Now" button, or the "Learn More" button.
    Those two terms mean different things. If all you're going to learn by clicking on the latter is the price of the product, it just looks as though you're afraid to mention the cost on the actual sales page. And if you have mentioned the price, "learn more" seems like a daft way to ask for the sale.

    I'd expect "learn more" to lead to some extra information about the product.

    But of course, the "add to cart" button is now ubiquitous even when there's only one item for sale on the site, so who knows?

    I tend to think that if your sales page has done its job properly, your prospects should be primed and ready for the "buy now" button - so why disguise it?


    Frank
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  • Profile picture of the author Jeff Sommers
    Originally Posted by nicolasmd2112 View Post

    So when presenting your customers, whether they be opt-ins, leads, subscribers, or whatever you want to call them, which do you use...the "Buy Now" button, or the "Learn More" button.

    Personally, i think using the "Learn More" button works better for me because it does't imply that the product has a price. Only when the consumer actually clicks on the link, do they find out that there is a price. By dong this i get more clicks and more people willingly to buy because the presentation of the product wasn't pushy at all. So they DON'T feel threaten (because once you start showing the "Buy Now" buttons, people tend to think that's all their ever going to see from you). The counter argument to this method, is that most people prefer the "Buy Now" button because it is direct and filters through the real potentials buyers easier (Because your only going to click on a "Buy Now" button if your intent is to actually BUY it).

    Trust amongst you and your subscribers or list opt-ins is another thing that must be looked at because of the actual nature/niche of your list. Prospects on an IM niche typed list will be less likely to feel pushed when shown products then prospects on a Home & Garden typed niche list. This however may also not be the case, because what it comes down to is the overall trust throughout you and your email recipients.

    So what are your thoughts? Which has worked best with you, and with what niche?
    It all depends on how much information you have supplied on your sales page. I you have already supplied enough benefits for the purchase then Buy Now will work better.

    If the sales page is short on benefits then they will need to "Learn More" before making a decision to purchase
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  • Profile picture of the author WillR
    Originally Posted by nicolasmd2112 View Post

    Personally, i think using the "Learn More" button works better for me
    The problem with your statement is the word 'think'. You should never need to use the word 'think' in marketing. Assuming and thinking will almost always cost you dollars. You should instead be saying I have split tested both options against one another over 1,000+ visitors and this one was a clear winner.

    Until you do a proper test like that, all you have are assumptions which don't really help anyone.

    So test, test, test!
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    • Profile picture of the author Fathermarketing
      Originally Posted by WillR View Post

      The problem with your statement is the word 'think'. You should never need to use the word 'think' in marketing. Assuming and thinking will almost always cost you dollars. You should instead be saying I have split tested both options against one another over 1,000+ visitors and this one was a clear winner.

      Until you do a proper test like that, all you have are assumptions which don't really help anyone.

      So test, test, test!
      Bingo... Can't say it any better. Think is a word like "assume"... Try and never do either. Testing will give you the clear answer.
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  • Profile picture of the author MartinPlatt
    If you have pre-sold well, and the sales page is good, then ask for the sale. Buy Now, Order Now. You're not going to fool someone into a sale by saying learn more to get a sale, and they might now click it, because they don't want to learn more, they want to buy now.

    Testing is the only way to be able to tell how your particular situation will pan out, so test it, until it is statistically significant, and then you can tell us, and you will have made sales too
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  • Profile picture of the author wesawu
    "Learn more" button than "buy now"
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  • Profile picture of the author lotsofsnow
    You might want to test "add to cart" instead of "buy now".
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  • Profile picture of the author Sarevok
    It's too difficult to tell without split testing.

    There are a million variables; like your audience, your sales, your presentation, moonlight, what the general population has for lunch

    The answer. Is to split test for yourself. (You might be awfully surprised).



    Just my $.02
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    • Profile picture of the author Cram



      i use this free tool from spyfu/.
      convertasaurus.com
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  • Profile picture of the author Khondoker
    Depends on your product type.
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  • Profile picture of the author eugenedm
    2 options:
    If your customer is ready: "buy it now"
    If the customer is not ready to buy "learn" button
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  • Profile picture of the author Reinhart Osmond
    I think better learn more.
    It is better to know more than the people directly told to buy a product.
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  • Profile picture of the author john1288
    Testing is the king! Depends on your products and your sales page information, it may work differently.
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  • Profile picture of the author dbrwn
    I think that the learn more button is a bit deceptive when trying to sell something because the only thing that you're learning more about is the price.

    And like one other poster said above, it really defeats the purpose and it makes it look like you're afraid to display the price of the product and or service.

    For selling stuff, the buy now button is really the best to use or even the add to cart button. For giving more information, the learn more button is well suited. However, these are only my personal opinions on this matter. Quite frankly, I have never really seen a learn more button on sales pages.
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    • Profile picture of the author Newbieee
      I would say test..

      But since you want a theoretical answer by posting here..
      I shall give you one with logical [at least to me] explanation.

      1st option "buy now" will have less clicks, higher conversion rate.
      Why? - because most of those who are not ready will not click here at all. [some will just click for fun anyways] But higher % of those who are interested will click and thus clicks are quality clicks, thus higher conversion base on the click through on that button.

      2nd option "learn more" will have more clicks, but lower conversions as learn more is a very general call to action button, so even those who arent ready to buy will click and leave, thus giving you a higher CTR but lower conversions.

      Keep in mind this is theoretical and nothings beats practical.
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