Positive
High confidence
[company] Plans Page: CTA Copy 'Select Plan' vs 'Order Now' Reduces Commitment Anxiety
[company]'s plan selection page used 'Order Now' as the primary CTA. This implied an immediate transaction when in reality clicking only moved users to enter their address — not complete a purchase. Conversion.com tested multiple softer copy variants. 'Select Plan' won decisively by accurately describing the next step and removing premature commitment language.
Hypothesis
Replacing the committal 'Order Now' CTA with softer, process-oriented copy like 'Select Plan' will reduce anxiety at the decision point and increase click-throughs to checkout.
Why This Works
Key Learnings
Expected Lift Range
Viewed 16+ times
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