Pricing Page: Softer CTA Copy 'Select Plan' vs 'Order Now'
Hypothesis
Replacing high-commitment CTA copy ('Order Now') with softer, lower-commitment language ('Select Plan') would reduce anxiety at the conversion point and increase transactions
Test Results
Key Learning
Problem: The primary call-to-action on the pricing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
What worked: CTA button copy that implies a lower level of commitment ('Select Plan,' 'Get Started,' 'See Options') consistently outperforms high-commitment language ('Order Now,' 'Buy,' 'Subscribe') at the moment of plan selection. The difference can be substantial even for a simple word change. (+24.0% lift)
Takeaway: This is a significant win worth prioritizing for implementation. CTA changes are fast to iterate — test variations of copy, color, size, and placement independently to maximize this.
How to Apply This to Your Site
This experiment demonstrated that pricing page: softer cta copy 'select plan' vs 'order now' can produce a +24.0% improvement in conversions. The test was run on a pricing page page in the energy & utilities industry.
Before you test: Consider that cta tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
(then ) tested changing the plan selection CTA from 'Order Now' to 'Select Plan' on 's plan comparison page. The softer language reduced implied commitment at the decision moment. Part of a broader multi-year optimization program that also tested plan ordering, UI clarity, and feature filters.
Methodology
Build On These Learnings
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