Are you ready? This is really big! Here you go…
Change your button links to text links.
I know – I shouldn’t have built it up so much. But seriously, it works!
Text links still seem to do better than buttons. Maybe it’s because we understand that a text link is more likely to give us more information, and we equate buttons with executing a process (a higher level of commitment). So buttons are more appropriate for submitting a form, completing a transaction, etc.
If you want to test this out for yourself, send an A/B test to your email list, using a text link in one, and a button in the other. Let me know your results.