What’s The BEST Call-To-Action Button Copy?

call to action button copy

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Just what are the BEST words to use on your call-action button?

Your call-to-action copy is just as important as the button itself and is one of the most important pieces of copy on your website.

When it comes to an opt-in on a website, too many sassy solopreneurs and micro businesses often throw something up as an afterthought and then wonder why nobody signs up to their email list or offer.

They are unwittingly killing their conversions because they’re using words that don’t encourage people to take action.

The good news is I’m about to share with you case studies and research that prove how even minor tweaks can have a significant impact on your conversion rate.

The Call To Action: You’ve Got To Expressly Tell People To Sign-Up

Michael Lykke Aagaard from Content Verve wrote a case study where by changing one word in the call-to-action, he was able to increase conversions by 38.26%.

After conducting a number of experiments focusing on button color and shape, he tested with the copy.

He changed the copy from…

“Order information” to “Get information.”

Michael’s hypothesis was that “Order” emphasizes what you have to do – instead of what you’re going to get. Whereas “Get” conveys value as it emphasizes what you’re going to get – rather than what you have to do to get it.

Call-to-action button copy

* The company in question is Danish.

As Michael explains, button copy is just as important as the button itself. The call-to-action is the last critical moment where your potential customers have to make up their minds, the copy itself is what they’re going to interact with.

The Call-To-Action Needs to Convey Value

Humans can be selfish creatures. Most readers want to know what’s in it for them.

In the above example, the word “order” is negative because it suggests that you have to go through a process or make some kind of effort in order get the information you want. The word “get” on the other hand is positive because it conveys value and emphasizes what the reader will get and not what they have to do.

The word “get” might be tiny but it’s not to be underestimated.

Another example is Marketing Experiments’ work for Encyclopedia Britannica.

They replaced an empty question “Why Try Brittannica Online” to a headline that started with the word “get.”

The headline was “Get Unlimited Free Access To All 32 Volumes Of Encyclopedia Brittannica….”

Conversion rates increased 103%.



Using the word “get” will have you focused on writing the benefits for your target market.

Even yours truly uses uses the word “get’ in the call-to-action on the feature box of my homepage. But I’m the first to admit that I would be better to add the word “free” on my opt-in button and have it say “Get Free Updates”, which I will shortly test using an A/B split test.

Be Specific And Tell People What They Will Get

Crazy Egg have a great call-to-action on their homepage. They have some essential short copy including a headline and benefits leading up to the call-to-action. The extra copy helps Crazy Egg to better target the exact type of person they want on their list.

The call-to-action “show me my heatmap” tells the reader exactly what they can get… or see – a visual map of their users behavior on their own website. It’s a very specific and targeted offer  – who wouldn’t want to see where people click on their own website?

Crazy Egg call to action

The call-to-action examples I’ve shown you have the right amount of copy that conveys the most value. In other words, the calls-to-action convert better because readers are more motivated to take action after they had read the copy.

It’s your turn to locate a call-to-action you want to optimize on your website.

When you do ask yourself:

1. What is my reader’s motivation for clicking this button?

2. What is my reader going to get when he/she clicks this button?

The answers will help you to determine the biggest benefit your reader will receive and will be the basis for your button copy.

The more specific your offer is, the better it will convert.

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  1. Brilliant tips here Shae. It all makes sense and easy to put into action. Thanks

  2. Joanne Morley

    Great article with some very good pointers on how just a small change in the words you use can make a difference to response rates. Using “get” can have a big impact and I have used it in the past when I wanted to increase response rates.

  3. Thanks for the reminder! I really like how you say writers should use a verb to convey the value the customers will receive. Your sending me off to re-look at my own word choices.

  4. Hey looks like I’m doing it right! I use “get” in my opt-in as well. Although one of my pages has a sign up button, whoops! I’ll see about changing it now…thanks for the reminder!

  5. Thanks so much for this helpful info! I’ll definitely be keeping this in mind as I work on my site tweaks. Love the bit about including the word “Get” – super simple, yet effective. Great post!

  6. Fantastic article, I’ll be re-assessing every Call to Action button that I look at from now on!


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