Courtney Eckerle

Marketing 101: What is a radio button?

August 11th, 2017

Radio buttons — what are they, and how do marketers use them?

Well, like most marketing tactics, it’s something you’ve seen everywhere but simply might not have known the name for.

A radio button can be used in any form where you need people to make choices, like a survey, newsletter sign-up or a lead generation form.

This example is from an experiment in the research library of our sister site, MarketingExperiments. With the subject being a large people-search company catering to customers searching for military personnel, the test’s goal was to significantly increase the total number of subscriptions.

The testing team decided to use an A/B split test to decide which subscription option format would produce the highest subscription rate — a radio button (seen above) or a dropdown menu (seen below):

In that particular case, the radio button field outperformed the dropdown field by 15% in order rate. However, it’s important to note that, as always, it is vital to test what works for your customers.

If you’d like to understand more about why the radio button outperformed the dropdown layout, watch the free on-demand web clinic replay of Radio Buttons vs. Dropdowns. You’ll receive testing insights from the MECLABS Institute research team that you can use to aid your own conversion rate optimization efforts.

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Courtney Eckerle

About Courtney Eckerle

With a focus on aspirational, customer-first marketing, Courtney’s goal has been to produce clear, interesting and actionable external content for MarketingSherpa readers. This has included writing over 300 case studies, moderating live event interviews, and producing video content. She earned her Bachelor of Arts in English Literature, Mass Communications and Film Studies from Saint Mary’s College in Notre Dame, Ind., and was a correspondent for USA Today College prior to joining MECLABS Institute.

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