What’s mine is yours
A recent A/B test on an Unbounce landing page encouraged users to sign up to a 30 day free trial. They tested the copy on the button by only changing one word. After three weeks they found that by changing the possessive determiner from “your” to “my” there was a 90% increase in click through rate.
A separate test was run, but this time the other way around. By changing the possessive from ‘my’ to ‘your’ this actually decreased conversion by 24.91%.
A simple change in wording from ‘Your’ to ‘My’ is emphasising to the user that this is for them. It’s their account.
It’s for me.
Me.
Me.
Me.
It’s all about me.
*flicks hair*
By using the word ‘your’ it comes across that the website is essentially telling you what to do. It’s just the next step – you’ve read the benefits you want to sign up, the next step is to create your account. It’s too impersonal.
By using the word ‘my’ the user reads that as an action they need to do. It’s their decision. I want to create my account now.
Have you ever seen a logged in menu item read as ‘Your Account’? Unlikely. It almost always reads as ‘My Account’. If we make it personal once users are logged in why not make it the same when trying to get them to sign up.
It makes sense.
