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
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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