The old retail adage, “a confused mind never buys,” applies to online sign-ups, too.
Here’s an example. Mailchimp’s default text on its sign-up buttons says “Subscribe to list.” But “Subscribe to list” is not what you want the visitor to see when she’s registering to receive your e-book, white paper, or other product. “Subscribe to list” doesn’t match what she wants to do — at all.
When the button text doesn’t match the offer, you’re planting doubt in the user’s mind and increasing the possibility she’ll flee your site without getting your product. And who can blame her? She wants an e-book but your MailChimp button is talking about a list!
The video above demonstrates how to change the text on the “Subscribe to List” button. It’s super-easy to do, once you know where to go on the MailChimp dashboard.