[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsubmit-to-using-better-cta-text":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":329,"breadcrumbs":330,"reading_minutes":141,"category":338,"head":340},"2020-10-19T15:48:37",{"rendered":6},"\n\u003Ch2 class=\"wp-block-heading\" id=\"why-is-cta-text-so-important\">\u003Cstrong>Why is CTA text so important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A blog about Call to Action (CTA) text? Such a small thing? These pieces of text may be small but they are powerful — and worth optimising for your customers. The key reason for this is the CTA is always the critical decision point for your users. Each click to the next stage of a buying journey is a decision making process, so users will have questions in their minds such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Do I keep going?\u003C\u002Fli>\u003Cli>Why should I click again?\u003C\u002Fli>\u003Cli>Is it safe to hand over my details?\u003C\u002Fli>\u003Cli>Is this the right decision?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>If your customers have any level of anxiety pre-click, it’s our job as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">Conversion Rate Optimisation\u003C\u002Fa> Consultants to remove it and remove any friction that’s in the way. Optimising call to action text is one way to help do this.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog we will cover what constitutes good CTA text and what might dissuade users from completing your website form or getting to your checkout.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"poor-cta-copy\">\u003Cstrong>Poor CTA copy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Let’s start with what not to put. As a CRO, I’m familiar with the placeholder text in the CTAs when working on new websites or websites that are being rebuilt – I’ve seen it where on some occasions this has made it all the way through production and the live site. We have all seen them:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>“Submit”\u003C\u002Fli>\u003Cli>“Send”\u003C\u002Fli>\u003Cli>“Download”\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Boring, bland and not compelling for a user. Developers will place this type of text in CTAs as it is functionally correct. I asked Impressions PHP Developer James Hall why this happens:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>“\u003Cem>Html buttons that will process the action of a form instead of just having the appearance of a button have the attribute type=”submit”, the text on these buttons then defaults to submit\u003C\u002Fem>”\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>If we consider a new user’s perspective, new to a brand, new to the website and the experience, trust levels will be low and user anxiety will be high. Our aim as CROs is to reduce user friction and build the trust so the user flows seamlessly through the website journey. A term like “submit” is quite negative and abrupt, it does not come across helpful and does not explain what happens next for a user. So why should they click it and hand over their details?\u003C\u002Fp>\n\n\n\n\u003Cp>If we look at the definition of the word “submit” it means to: “yield to a superior force or to the authority or will of another person”. \u003C\u002Fp>\n\n\n\n\u003Cp>How would you like to yield your personal information to a superior force or person? Nope, me neither.\u003C\u002Fp>\n\n\n\n\u003Cp>“Send” can also create negative thoughts because it is vague. Send it where? To whom? Are you going to share it by sending it to more places etc etc.\u003Cbr>So let’s ditch the dull \u003Cem>dev speak\u003C\u002Fem> and speak to our users in a helpful and clear way.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"good-cta-copy\">\u003Cstrong>Good CTA copy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So we know the bad and what to avoid, what about good CTA text? Good CTA text tells the user what’s happening upon clicking the CTA. An expectation should be set and be confirmed on the next page or message after clicking. A really good optimised CTA text will include a product name and a power word or two. Now, I could go off at a tangent here into power words and the persuasive effects they have on humans, but that’s for another blog and another coffee break. Here is the list though:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Your\u003C\u002Fli>\u003Cli>Yours\u003C\u002Fli>\u003Cli>My\u003C\u002Fli>\u003Cli>Free\u003C\u002Fli>\u003Cli>Now\u003C\u002Fli>\u003Cli>Instantly\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"blog-cta-text\">\u003Cstrong>Blog CTA text\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Blog CTAs may be a little different from CTAs on your main website. This is because users on the blog section of your site will be in a different mind set, they will be researching and information gathering rather than having a high intent to buy. They can be quite high up the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faida-model-and-digital-marketing\u002F\">user buying journey\u003C\u002Fa> and it could be their first visit to your site meaning they must be guided and treated accordingly. \u003C\u002Fp>\n\n\n\n\u003Cp>Using text like “buy now” or “add to basket” at this point in a user’s buying journey can seem like too much too soon for them to click on. You want them in buying mode, right? Here is how, use a CTA text that links their research knowledge (the blog post) to a product or service you sell. The objective is to transition them from thinking in research mode to thinking this product solves my issue or helps improve my life. For example:\u003C\u002Fp>\n\n\n\n\u003Cp>“See how [Product Name] can help you solve [Problem 1] >”\u003C\u002Fp>\n\n\n\n\u003Cp>This CTA will take the user to a helpful product page with more information and an option to buy. All you need to do is make sure the product page is up to scratch and you have a good e-commerce CTA for them to add to their basket.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"e-commerce-cta-text\">\u003Cstrong>E-commerce CTA text\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Ecommerce calls to action are the ones we are more familiar with. So we already know some of the best action phrases using urgency to place in our ecommerce CTAs, the go to ones being:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Shop Now\u003C\u002Fli>\u003Cli>Add to Basket\u002FCart\u003C\u002Fli>\u003Cli>Subscribe now\u002Fhere\u003C\u002Fli>\u003Cli>Place Your Order\u002FComplete Checkout\u003C\u002Fli>\u003Cli>Checkout now\u002Fhere\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>So how do we up our game even further? One option to test is on your home and product pages adding the product category into the CTA text. For example, if a user is shopping for clothing on an apparel store, try:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Add to basket vs Add shoes to basket\u003C\u002Fli>\u003Cli>Shop now vs Shop dresses now\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>This makes it more relevant for the user rather than a standard generic CTA we have all seen before. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Add your value proposition into the CTA\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>If you have an offer running try adding it into or alongside the CTA. Instead of “Shop Now” use “Shop your 20% off”. This is more enticing and communicates precisely to your user what they will receive for shopping with you.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"lead-gen-cta-text\">\u003Cstrong>Lead Gen CTA text\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Lead generation sites can have a bit more fun and creativity than ecommerce sites, we can usually find longer and more descriptive CTAs. This is due to users having to hand over their data for nothing in return at that point. So it’s a tougher sell and can require a bit more convincing. \u003C\u002Fp>\n\n\n\n\u003Cp>Unbounce, the landing page builder app company, are pass masters at this, let’s have a look at their trial CTA:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbK-864Ajta73QYksfmCvlHPtJ0H_OsrYqkFFN8pGQH8aKVgiWOe-Q720emosVNTPEOzzNfJLjLKYwcA4qykWu1y-SRWyNH5VdRlyzo31m72-OIJBI4zqq6Fs-CNhyPXxlZGCjWQB.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>It uses first person, contains an action (Start), a power word (Free) and contains the offer. All good things to have.\u003C\u002Fp>\n\n\n\n\u003Cp>Here is another tactic from e-payment provider Adyen:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F55rbeR5cnxNZUEbQ9lgkVZ-AjL61BbAY7sXEX10GgZukvkFm2eTe8yBDVRhbgfrjSpCaJRdvh_Ml02knU6ru4MkCBs_4TiyqhWDufNwrTwDCP8fWAo2a8PuQW7PDHp9ycceKcINj.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>It also has an action but the rest relies on a more emotive approach of starting a journey with a prospective customer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"takeaways\">Takeaways\u003C\u002Fh3>\n\n\n\n\u003Cp>Because every website and business is unique, the best CTAs will only be discovered for your business, website and users by testing different versions. Here is a few good rules to help you get started though:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Make them action-oriented\u003C\u002Fli>\u003Cli>Use the first-person where possible\u003C\u002Fli>\u003Cli>Create urgency\u003C\u002Fli>\u003Cli>Link to your product\u003C\u002Fli>\u003Cli>Visually make them stand out from their surroundings\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",false,"standard",[10],55,[],[13],135,[15,16,17,18,19,20,21,22],"post-5710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro",{"page_content_modules":24,"hero":137},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"“Submit” to using better CTA text",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,115,127],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":112},"ComplE-E-A-T: A framework to unite SEO and CRO strategy","\u003Cp>Historically, getting SEO and CRO teams to align on strategy and agree on the needs of a website has been challenging for marketing and product teams alike. This is despite both of their motivations requiring user-centricity. SEO tactics can easily sway towards influencing search engines only to build organic visibility, losing sight of user needs […]\u003C\u002Fp>\n","\u002Fblog\u002Fcomple-e-a-t-a-framework\u002F","2026-07-07T13:37:39",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C1200%2C2400%2C2400&w=640",[106,109],{"name":107,"image":108},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":110,"image":111},"Isabel Nunez-Lopez","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":16,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":126},"Creative Testing and Experimentation – Tailored Ads, UGC, and stakeholder buy-in [Video]","\u003Cp>Did you know that creative is responsible for 86% of sales lift in digital ads? Isabella and Mike explore the importance of high-quality tailored creative in the digital advertising space. Isabella discusses several approaches and helpful tools for creating high-performing ads, focussing on testing and experimentation. Ready to start working with a leading Performance Creative […]\u003C\u002Fp>\n","\u002Fblog\u002Fcreative-testing-and-experimentation\u002F","2025-07-22T09:58:43",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FTMMS_Video_Isabella_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":124,"image":125},"Michael Weir","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},{"type_key":16,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":136},"Optimising website performance with a total testing approach to digital experience and SEO [Video]","\u003Cp>Impression’s Head of Behavioural Science, Mike Weir and Head of SEO Performance, Charlie Norledge explore how siloed departments can cause challenges for digital teams when it comes to creating optimal digital experience for users. Charlie explores why better communication is required between teams to create an integrated approach to SEO and digital experience, as sometimes […]\u003C\u002Fp>\n","\u002Fblog\u002Foptimising-website-performance-total-testing\u002F","2024-08-30T08:55:39",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTMMS_Video_Charlie_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":124,"image":125},{"to":113,"name":114},{"type":138,"style":139,"heading":28,"date":4,"updatedAt":140,"reading_minutes":141,"image":142,"imageAlt":28,"categories":143,"collections":328},"blog-post","light","2022-02-07T16:48:15",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503703_impression-blog-1-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[144],{"id":10,"count":145,"description":146,"link":113,"name":114,"slug":147,"taxonomy":148,"parent":42,"meta":149,"acf":150,"head_links":151,"resource_count":152,"yoast_title":153,"yoast_meta":154,"yoast_json_ld":198,"_links":296,"path":113},52,"\u003Cp class=\"p1\">Conversion rate optimisation (CRO) is the scientific process of increasing the profit your website generates by making more of your existing traffic and pushing more sales per visit.\u003C\u002Fp>\r\n\u003Cp class=\"p1\">If your website receives high traffic but has a low conversion rate, experimentation through CRO could be the key to unlocking a lot of missed potential. Through conversion rate optimisation techniques, including split testing, experiments and user analysis, our \u003Ca href=\"\u002Fblog\u002Fcategory\u002Fcro\u002F\">CRO agency\u003C\u002Fa> helps businesses to make more money from their existing audience.\u003C\u002Fp>","cro","category",[],{"sub_title_override":34,"title_override":34},[],16,"CRO Blog | CRO Tips, Advice & Guides | Impression",[155,157,160,163,166,169,172,174,176,178,181,184,187,190,192,195],{"property":156,"content":153},"title",{"property":158,"content":159},"description","Keeping up to date with the latest CRO trends, strategies, and industry announcements can be difficult. 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