Pattern #85: Benefit Button

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 5 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Benefit Button
  1. Benefit Label Benefits

    The label of a button or text link is framed as a positive benefit or outcome to the user.

Median Effects



Ex: First Action

(5 tests)



Ex: Leads, Quotes

(1 tests)



Ex: Trials



Ex: Future Action



Ex: Transactions

(3 tests)






Ex: Return Visits



Ex: Social Shares


Test #40 Tested on by Herman Klein Aug 13, 2019

Find Out How It Performed With 13,454 Visitors

Product Desktop
  • Measured by order starts   |   p-val (?)

  • Measured by successful orders   |   p-val (?)

In this experiment only the button label changed. The control had a more immediate (next step-oriented) button label of "Upload Your Photos Now". The variation tried a more benefit-oriented button of "Order Now" (hinting at paying and obtaining the product).

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Test #213 Tested on by Vito Mediavilla Vito Dec 04, 2018

Find Out How It Performed With 26,639 Visitors

Signup Desktop, Mobile
  • Measured by lead form visits   |   p-val (?)

  • Measured by form submits   |   p-val (?)

In this variation, a longer button label with a clearer benefit was tested against a shorter one.

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Test #204 Tested on by Niels Hapke Niels Oct 11, 2018

Find Out How It Performed With 171,904 Visitors

Global Desktop, Mobile
  • Measured by clicks on "help" link   |   p-val (?)

  • Measured by subscriptions started   |   p-val (?)

In the variation, the "Help" section was reworded to "How to study".

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Test #6 Tested on by Franklin Valadares Franklin Sep 15, 2015

Find Out How It Performed With 9,618 Visitors

Home & Landing Desktop, Mobile
  • Measured by visits to signup screen   |   p-val (?)

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Test #203 Tested on Driving-tests.or... by Andrei Zakhareuski Andrei Oct 10, 2018

Find Out How It Performed With 67,451 Visitors

Global Desktop
  • Measured by visits to premium landing page   |   p-val (?)

  • Measured by actual sales   |   p-val (?)

In the variation, the button label "Upgrade To Premium" was changed to one with a clearer benefit of "Pass The First Time".

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Leak #19 from   |   Aug 13, 2019 Product

Airbnb A/B Tested These 3 Button Labels And They All Failed

Button label tests are easy to setup, including this one that Airbnb ran on their property listing pages. In total we detected that they a/b tested 3 variations against the original control. One month later, all treatment variations were rejected suggesting that the "Reserve" button defended its superior performance. View Leak

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.