Avoid the fear factor when prompting your prospects to buy….

It’s common to finish a survey or shopping cart information gathering field with a “Submit” button using the word “Submit.”

It’s used ubiquitously and many would assume that’s because it works. So let’s put it to the test.

In this A/B test, two checkout pages are identical in every way except for the “Submit” button. One says…


And the other says…

[Go to Payment Options]

Which would you open?

The test revealed that “Go to Payment Options” had a whopping 87.5% more click-throughs than the plain and simple “Submit.”


Both are commands with an implied you-orientation, but “Go to Payment Options” provides a specific direction that doesn’t have the implication of “commitment” behind it.

And often with commitment comes FEAR.

Lesson: Great copy is infused with specifics. This is important especially in a CTA button. Make sure your click-through buttons are telling visitors what they are doing, why they are doing it, or even just where they are going next.

Check your website(s) and see if you’re using “Submit” buttons, and then email me with your new Call-to-Action button at craig@cdmginc.com. I can give you some ideas to help you boost your response.