Key Takeaways:
- Simple wording changes on your “call to action” (CTA) buttons can dramatically increase conversions.
- “Submit” is one of the weakest, fear-inducing CTAs you can use.
- Specific, directional CTAs outperform generic commands.
- One small test produced an 87.5% lift in click-throughs.
- Your landing pages, ads, and digital funnels may be losing response without you knowing it.
If you want higher conversions, here’s one of the easiest breakthroughs you can make:
Fix your Call to Action: Your CTA.
Most marketers don’t realize how a single weak word can quietly kill results. And the worst offender is everywhere.
The word “Submit.”
It’s on forms… checkout pages… surveys… lead-gen funnels… donation pages… everywhere.
Most assume they must use it. But in direct response, assumptions are dangerous so we tested it… multiple times.
The A/B Test That Changed Everything
We created two checkout pages. Identical in every way except for the CTA button.
Version A:
[Submit]
Version B:
[Go to Payment Options]
That’s the only difference.
Which would YOU click?
The results were shocking:
“Go to Payment Options” generated 87.5% more click-throughs
than plain “Submit.”
A massive increase from a tiny change.
Why This CTA Won
Both are commands.
Both ask the prospect to take action.
But only one does it without triggering fear or commitment.
“Submit” = commitment
It feels final. Heavy. Risky.
And commitment always creates fear even if the process is simple.
But “Go to Payment Options” = direction
It tells the user exactly what they will see next.
No intimidation. No obligation. No psychological friction.
It moves people forward without pressure.
This is what great copy does:
• Adds clarity
• Removes fear
• Makes the next step feel effortless
What This Means for You
Look at every CTA on your:
• Website
• Landing pages
• Digital ads
• Donation pages
• Pop-ups
• Shopping cart
• Lead-gen forms
Anywhere you see “Submit,” you’re probably losing conversions.
Replace weak CTAs with:
• Go to Payment Options
• Continue
• Get My Report
• Access the Video
• Start My Trial
• Show Me the Offer
• Download Now
• Continue to Checkout
These specific, directional CTAs consistently outperform generic ones.
Action: Improve Your CTAs and Boost Response
If you want to maximize your conversions, we’ll review your landing pages, shopping carts, and digital CTAs and give you recommendations that can produce immediate breakthroughs.
Contact Michael at 615-933-4647 or email him at [email protected] to help redesign your CTAs and landing pages.
He can help you implement the right CTA strategy to dramatically increase your response.
FAQs:
Q: Is “Submit” really that bad?
A: Yes. It’s one of the most psychologically loaded CTAs. It creates perceived commitment and uncertainty—killing response.
Q: What makes a CTA effective?
A: Clarity, direction, and low perceived risk. Your CTA should clearly tell visitors what they’ll see or receive next.
Q: Does CTA testing matter if I already have strong traffic?
A: Absolutely. Even a 10–20% lift has a huge cumulative ROI.
And some CTA changes—like this one—can generate 50–80%+ increases instantly.
Q: Should every CTA be action-oriented?
A: Yes. Use verbs and clarity. Avoid vague or emotional verbs like “Submit” or “Confirm.”
Q: How often should I test CTAs?
A: Continuously. For every landing page, funnel, ad group, and offer, test at least 2–3 CTA variants.
About Craig Huey:
Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading authority on direct response, accountable advertising, and multi-channel marketing integration.
He’s helped over 1,000 companies generate breakthrough ROI through crisis-proof marketing strategies that blend digital, direct mail, and AI-driven data targeting. His team has won 124 marketing awards.
Unlock Explosive Growth with CDMG, Inc.
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In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in.
We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
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Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc.
Act now, grow faster, and achieve more with CDMG.