Marketing Sherpa has conducted a test to see what anchor copy is most effective in driving the desired behavior. It found that "click to continue" is convincingly more effective in getting people to click to continue. Other alternatives were "continue to article" and "read more". Click here to read more.
By the way, ever wondered what site ranks first for the "click here" search, benefiting from all those "click here" links? Click here to find out. Apple Quicktime is first for "download now".
A bit of related web 1.0 trivia. Back in the early Google days, the top result for the words "exit" and "exit now" was Disney.com because that's where countless porn sites were directing minors from their age verification pages in an attempt at sarcasm.
