When it comes to increasing website sales, one of the most important elements to consider is your call-to-action (CTA). A well-crafted CTA can mean the difference between a casual visitor and a paying customer. But what specific CTA texts actually get the best results?
In this article, we'll focus on the different types of CTA button texts, their effectiveness, and what makes them successful. We'll also back it up with data from trusted sources that have run A/B tests and shared their findings. Understanding what words work best can help you optimize your CTAs to drive more conversions and ultimately increase sales.
1. The Power of Action-Oriented Words
Action-oriented words like "Buy Now," "Sign Up," and "Get Started" are highly effective because they prompt users to take immediate action. The inclusion of words like "Now" or "Today" can create urgency and lead to better results.
A study by HubSpot found that using action-oriented phrases with urgency increased clicks by 28%. Words like "Now" emphasize immediacy, making users feel they need to act quickly.
Source: https://blog.hubspot.com/marketing/call-to-action-examples-list
2. "Buy Now" vs. "Shop Now"
"Buy Now" tends to drive higher conversions as it creates a sense of commitment and immediacy. It’s direct and appeals to users who are ready to make a purchase.
"Shop Now" is more exploratory and may work better for users who are still browsing. It encourages users to view more products without committing immediately.
According to Crazy Egg, CTAs with more direct language like "Buy Now" showed a 15% higher conversion rate compared to exploratory phrases like "Shop Now."
Source: https://www.crazyegg.com/blog/call-to-action-phrases/
3. "Sign Up" vs. "Get Started"
"Sign Up" is straightforward but can feel like a bigger commitment, especially if users are unsure about what they’re getting.
"Get Started" is more inviting and implies an easy, low-commitment action, which can lead to higher engagement. Optimizely reported a 20% increase in conversions when using "Get Started" over "Sign Up."
Source: https://www.optimizely.com/insights/blog/call-to-action-best-practices/
4. "Subscribe" vs. "Join Us"
"Subscribe" can feel transactional and may deter users who fear being bombarded with emails.
"Join Us" feels more inclusive and community-oriented, which can lead to better engagement. Neil Patel suggests that using more inviting language like "Join Us" can improve conversion rates by up to 14%.
Source: https://neilpatel.com/blog/call-to-action-phrases-that-increase-clicks/
5. "Add to Cart" vs. "Buy It Now"
"Add to Cart" is less aggressive and allows users to continue shopping, which can be beneficial for those who want to browse before making a decision.
"Buy It Now" is more direct and effective for users who are ready to make a purchase immediately. Baymard Institute found that "Buy It Now" buttons can increase conversions by 12% for users who have already decided on their purchase.
Source: https://baymard.com/blog/call-to-action-button-comparison
6. The Impact of Words Like "Free"
Including the word "Free" in CTAs, such as "Get Your Free Trial" or "Download Free Guide," can significantly boost conversions. People are naturally drawn to offers that involve no cost or risk.
A study by WordStream showed that CTAs with the word "Free" had a 17% higher click-through rate compared to those without.
Source: https://www.wordstream.com/blog/ws/2019/03/18/call-to-action-examples
7. "Learn More" vs. "Discover"
"Learn More" is effective for users in the research phase, providing them with additional information without pressure.
"Discover" adds a sense of exploration and curiosity, which can be more engaging. ConversionXL reported that "Discover" outperformed "Learn More" by 10% in terms of click-through rate.
Source: https://conversionxl.com/blog/call-to-action-words-that-convert/
Conclusion
A/B testing different CTA texts is crucial for understanding what resonates best with your audience. Unbounce has shown that businesses can see improvements of 25% or more in conversion rates by consistently testing CTA variations.
Source: https://unbounce.com/conversion-rate-optimization/cta-button-examples/
Test variations like "Start Your Free Trial" vs. "Get My Free Trial" to determine which phrasing drives more engagement. Small changes in wording can lead to significant differences in conversion rates.
Using these insights, you can refine your CTA texts to boost website engagement and ultimately increase your sales. Remember, even small tweaks to the wording of your CTA can lead to meaningful changes in conversions. Action-oriented words like "Buy Now" or "Sign Up" drive immediate action, while urgency words like "Now" or "Today" can create a sense of immediacy. Inviting language such as "Join Us" can feel more inclusive, and direct CTAs like "Buy It Now" can work well for ready-to-buy users. Always A/B test to discover what works best for your audience and optimize your CTAs accordingly.
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