Winner
Medium confidence
Softer CTA Copy 'Select Plan' vs 'Order Now' → +24% Transactions — [company]
Conversion.com (then WiderFunnel) tested changing the plan selection CTA from 'Order Now' to 'Select Plan' on [company]'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.
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
Why This Works
Key Learnings
Expected Lift Range
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