Positive
High confidence
[company]: 'Select Plan' vs 'Order Now' CTA Copy on Plan Selection Page
[company]'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 — reducing the perceived risk of clicking. This is a classic micro-copy friction reduction test.
Hypothesis
The 'Order Now' CTA on [company]'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.
Why This Works
Key Learnings
Expected Lift Range
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Ab Test
Positive
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