"Learn" vs. "Start" 6 Feb 2007

If you've ever tested the terminology used in your website, you'll know that small differences matter. User comprehension often hinges on seemingly trivial decisions, like whether you use "Wi-fi" or "Wireless" or "Wireless internet".

Word choices are equally important in attracting users' attention - as this case study from MindValleyLabs proves.

Over the past two weeks, MVL tested two Google ads - one with the headline "Start to Heal Yourself", the other "Learn to Heal Yourself". In every other way the two ads were identical.

After processing the results however, the company found that the "Learn to..." ad outperformed the "Start to..." ad by 36%, in terms of the number of click-throughs generated, and converted 22% more prospects!