Product Page: 'Select Plan' vs 'Order Now' CTA Copy on Plan Selection Page
Hypothesis
The 'Order Now' CTA on 's plan selection page was creating psychological friction by prematurely triggering purchase commitment anxiety. 'Select Plan' would feel like a lower-commitment next step, reducing drop-off at this decision point.
Test Results
Key Learning
Context: The primary call-to-action on the product page isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tested: CTA copy that implies a lower-commitment action in a multi-step purchase flow outperforms copy that implies immediate transaction. For high-consideration purchases (utilities, subscriptions, financial products), softening the perceived commitment at the plan selection step significantly reduces abandonment. The test demonstrates that micro-copy changes on high-traffic pages can generate large revenue impacts with minimal implementation cost.
Result: No statistically significant difference was detected. Inconclusive copy tests usually mean both versions are equally (in)effective at addressing user motivations. Try a fundamentally different angle.
How to Apply This to Your Site
This experiment tested product page: 'select plan' vs 'order now' cta copy on plan selection page but produced no statistically significant change. The test was run on a product page page in the energy & utilities industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that copy & messaging 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.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
's energy plan selection page used 'Order Now' as the primary CTA on each plan card. The variant tested 'Select Plan' as alternative copy. The word 'Order' implies immediate financial commitment, while 'Select' implies a choice step within a multi-step flow
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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