Optimizing CTA messaging to align with prospect intent
In this experiment, the CTA copy was changed from “View Curriculum” to “Get Free Course.” The new button aligned better with what prospects were looking for and reduced friction. By making the value clear and immediate, users were more motivated to take action. This test shows how small changes in language can have a big impact on user behavior and conversion rates.
The original CTA, "View Curriculum," may not have clearly communicated the offer's value or aligned with the prospect's immediate desire, creating friction by implying additional steps or research. By changing the copy to "Get Free Course," the intent became more straightforward, highlighting a tangible benefit that resonates with the prospect’s needs while reducing perceived effort, making the action feel more rewarding.
The new CTA emphasizes immediate value and urgency by offering something free and valuable right away. This encourages the prospect to act now rather than postponing the decision to explore later.
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