Change one word in a CTA button and increase conversion: myth or reality?

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This question is asked by many. Some argue that this is a myth, others - on the contrary. In this article, based on successful cases, you will find out in which cases A / B tests with very small changes to the CTA button can be very effective.

A / B testing is a very difficult tool to increase conversion. And for beginners it can be very difficult to create a good, thoughtful and well-grounded experiment. But you really want to run a small A / B test, increase conversion and put an extra $ 1,000 in your pocket in a week. And in this case, testing begins on all the elements in a row. This is certainly a mistake.

It is logical that radical changes can greatly affect the conversion rate. However, there is absolutely no direct link between big changes and big successes. Moreover, very minor changes can be very effective. But only under one condition - the changes should concern those elements that have the greatest impact on the conversion.

For clarity, consider 4 cases

1 case: change of one word on the call to action button - increase click-through rate by 90%

This experiment was conducted by Michael Aagaard (an expert in the field of conversion optimization and copywriting) on ​​the landing page of Unbounce. As you can see in the picture, only one word has been changed.

The initial text of the call to action was “Start your 30-day free period.” In the test version, only one word was changed - "Start my 30-day free period."

As a result of this experiment, the clickability of the CTA button increased by 90%.

Thus, changing only one pronoun in a call to action increased the number of transitions to the next stage of the sales funnel by 90%. This is a great result for such a simple experiment that even a beginner in A / B testing can run.

Let's go further.

2 case: adding one word to the CTA-button - increase payments by 31.47%

This experiment was conducted at the last stage of the sales funnel - the payment page. The project is a paid educational portal for college and university students.

During the analysis of clients, it was revealed that most of them are registered on the site when they urgently need material for student work . Thus, at this moment they try to find the necessary information as quickly as possible.

Therefore, the hypothesis was formulated that the CTA-button with the text “Create an account and start” will encourage students to register on the site . In fact, adding one word “Start” tells the potential client that he only has to click on this button and he can immediately begin his work.

As you can see in the picture, the initial version of the CTA-button was “Create an account”. As a result of this experiment, the number of payments increased by 31.47%.

Just one added word resulted in such a significant increase in conversion.

Further 2 more convincing examples.

3 case: CTA-button color change - increase sales by 35.81%

This A / B test was conducted on the product pages of an online store that sells porcelain.

As you can see in the picture, initially the “Add to Cart” CTA button was blue, while the text and background had similar colors. What do you think was the problem?

It is absolutely logical that such a call to action button does not stand out from the background of other page elements. Accordingly, it does not attract the attention of a potential client.

In the test version, the color was replaced by green. Due to such a slight change, sales of the online store increased by 35.81%.

Now imagine what it means to increase sales of a large online store by 35.81%. These are sums with five, six or seven zeros!

One very simple conclusion follows from this case, about which we have already talked a lot in the article “Which color better affects the conversion rate” . All important elements, especially the call-to-action buttons, should clearly stand out from the rest of the site. They should attract attention and always be in sight.

4 case: Adding 3 words to the CTA-button - increase in clickability by 213.16%

This A / B experiment was conducted on the landing page of Fitness World, the largest network of gyms in Scandinavia. The goal was set - to increase the number of transitions to the payment page, where a potential client is invited to choose a gym and pay a subscription.

The original version of the CTA-button had the text “Buy a subscription”. In the test version, 3 words were added - "Choose a gym and pay a subscription." As a result of this experiment, the number of transitions to the next stage of the sales funnel increased by 213.16%.

In this example, the fact that the call to action was initially quite competent was interesting.But, in the course of researching the target audience, it turned out that one of the most important factors in buying a subscription is the location of the gym. That is why it was decided to make the call to action more specific and relevant to the needs of the target audience.

So, we looked at 4 excellent A / B testing cases in which very minor changes were a major success. What conclusion can be drawn from all this?


Small changes matter. Yes it is. This is tested in practice. But this does not mean at all that they always lead to an increase in conversion. And that is a fact.

Small changes in A / B tests only work if they relate to critical elements.In our case, these were CTA buttons - they are the most common object of A / B experiments


A sales funnel always consists of several stages. And the transition from one stage to another is almost always carried out by pressing the CTA-button. Accordingly, the CTA-button has a direct impact on the decisions and actions of potential customers.

If you have an online store, then the visitor first gets to your site by clicking on the advertisement, then adds the product to the basket by clicking on the CTA-button, then proceeds to the payment process, filling in the delivery information, etc. And every time he has to interact with the call to action button. And at each stage of the sales funnel, the CTA buttons are micro-conversions, which ultimately lead to macro-conversions (the main target action). In the online store - this is the payment for the goods.

In addition to call-to-action buttons, small changes to fill-out forms, headings, and USP (Unique Selling Point) can also be effective.

Prepared by the blog and the project .

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