In an attempt to standardize our calls-to-action, we tested different CTA button wordings. The supposed 'best practice' resulted in a staggering 14% drop in conversion rates.
We learned that adding 'free' to our CTA language, which is typically viewed as a standard best practice, actually led to a drop in engagement rather than an increase.
The revelation that led to our increased leads was understanding that clarity often trumps enticement, contrasting the common belief that the word 'free' always boosts conversions.
Through testing, we discovered that a clearer, more straightforward approach in our CTAs yielded a 4% lift in leads, challenging the effectiveness of traditional tactics.
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