Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases conversion.
Less effective CTA text
“CruelCompany™ needs to hear that animal abuse is not okay!“
More effective CTA text
“Click here to tell CruelCompany™ that animal abuse is not okay!”
CTAs can build meaning when they describe the outcome your action is seeking. Outcome-oriented links and buttons articulate uniqueness and reinforce your theory of change.
Outcome-oriented CTA button examples:
- “Free hens now”
- “Shut it down”
- “Expose the truth”
That said, simple directions like “Sign the petition”and “Donate now” never fail! If your action page sends emails to a campaign target, avoid using CTAs like “send an email” (people know to send emails from their email program; not your website). Instead, choose labels like “Take action” or “Speak out now”. Only ask supporters to “email” when you are offering up a mailto: link.
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Don’t let these ‘cognitive biases’ hurt your conversion rates 
Never assume anyone knows what you’re talking about 
Testing for email frequency tolerance 
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Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
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