A few month back, a client enlisted my help in optimizing signups for a news service. The flow is pretty common: show 200 words of an article and entice users to sign up to continue reading.
The current design used a single “read more” link. Here’s how it looked:
Content might be king but, of course, the link needed to be (1) more obvious and (2) more visually enticing. So, we a/b tested using a button.