The Power of Words: How A/B Testing Simple Language Changes Boosts Engagement

The Science Behind Language Choices

Our brains are wired to respond to cues in our environment, and language is one of the most powerful tools in shaping behavior. A/B testing gives us the ability to experiment with different language choices and measure their effect on user actions. Even seemingly minor tweaks, like changing “Sign Up” to “Get Started” or “Learn More” to “See How It Works,” can create noticeable differences in user engagement.

A study from the Nielsen Norman Group reveals that 80% of users scan content rather than reading it word-for-word. This behaviour highlights how important it is to choose a language that’s not only clear but also motivating and action-oriented. What might seem like a trivial change could be the key to higher click-through rates or improved user retention.

Product Examples: How Words Influence Decisions

Gleef.eu’s Sign-Up Button:
Inspired by Gleef.eu’s commitment to user engagement, let’s see how they tested two different phrases for their sign-up button: “Sign Up” vs. “Get Started.”
The results: the phrase “Get Started” led to a 15% increase in clicks. Why? The wording was less formal and more approachable, inviting users to take the first step without feeling committed. Small language adjustments like this can significantly improve user interaction by making actions feel less daunting.

Netflix’s CTA on Movie Descriptions:
Netflix is another brand that uses language effectively to enhance user experience. By tweaking their “Play” button to “Watch Now” on movie descriptions, Netflix saw a slight but meaningful increase in click-through rates. The change made users feel more in control of their experience, triggering immediate action. It’s a subtle reminder that even the most straightforward interactions can be impacted by a word change.

Gleef.eu’s “See How It Works” vs. “Learn More”:
Another A/B test from Gleef.eu showed that the phrase “See How It Works” outperformed “Learn More” by 20%. The difference? “See How It Works” taps into curiosity, suggesting that users will directly experience the value of the product. “Learn More” sounds informational but less action-oriented, which may not spark the same level of engagement.

Actionable Tips:

1. Test Different Wordings: Don’t settle for the first draft of your button labels, headers, or calls-to-action. A/B testing allows you to experiment with different phrases and find the wording that resonates best with your audience. Consider testing variations that feel more personal, inviting, or action-focused.

2. Make Words Action-Oriented: Phrases like “Start Now,” “Discover More,” and “Join Us Today” imply immediate action, while words like “Learn More” or “Sign Up” can sometimes feel like barriers to commitment. Action-oriented words create a sense of immediacy that can encourage users to take the next step.

3. Match Language with User Intent: The best copy mirrors the mindset of your users. If they’re looking for a quick solution, use language that reflects speed and simplicity. If they’re seeking something more substantial, like a product or service that requires thought, use language that builds trust and encourages consideration.

NeuroNotions TLDR:

Language shapes behaviour—simple as that. Through A/B testing, companies can uncover which words drive the most user engagement, leading to increased conversions and better user retention. The secret lies in subtle but meaningful adjustments, like switching “Sign Up” for “Get Started” or “Learn More” for “See How It Works.” Words are powerful, and with the right choices, you can unlock new levels of interaction and engagement on your platform.

So, experiment, test, and refine your language—it’s one of the most effective tools in optimizing the user experience.