Every time I discuss paywall optimization rules with publishers and subscription sites, I emphasize the big impact that a few little words in your call-to-action button can have. You want an eye-catching button and an active, benefit oriented phrase to get subscribers to clickthrough — “Start your trial now,” or “Get Instant Access,” and the like. What you don’t want is people thinking of themselves getting some bad news from their doctor.Yet that’s how Josh Marshall, editor of TalkingPointsMemo.com, describes his experience with the New York Times paywall button copy:

…A sign popped up telling me to subscribe. It gave me a quick explanation and then there’s this big button with the text “See My Options >” I have to say it made me laugh. Because, like, isn’t that the conversation you have with your doctor? My options? Is it that bad?”

Ouch. Not the reaction you want from your audience.Of course, this is just one person’s experience. Maybe “See My Options” tested better than lots of other button copy offers? (We certainly hope the Times tested their offer copy and buttons before rolling out such a high-profile paywall.) But it’s a good reminder of how important those few little words inside a button can be.