CTA: Short Microcopy vs. Long Microcopy

The Losing Block

The Winning Block

 

 

Hypothesis:

 

Having shorter, more concise microcopy for your call to action (CTA) button will result in higher conversion rates compared to longer microcopy.

 

 

Result:

 

The results from this test were the opposite of our initial hypothesis! We found that having longer microcopy actually resulted in a 5% higher conversion rate than having shorter microcopy. Not a huge difference, but still a difference!

 

 

Action Step:

 

These results outline the importance of having clear microcopy for your call to action buttons. As the purpose of your CTA buttons is to result in an action from your customer, it is important to ensure that they know what to expect when clicking on your CTA button.

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