7 Steps to Conversion Gains, Part 2 of 2

* Test the use of exclamation points in the copy.

* Don’t use a generic, “click here.” Be specific: If you want them to buy, say “buy now.” If they’re downloading a resource guide, say “download now.”

* Use 3-D attributes to make a button look like a button.

* Test bright colors, but use color sparingly to enhance call-to-action buttons without overwhelming the senses.