What's the optimal CTA button copy?

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Can You Guess Which Test Won?

Which CTA wording worked best?

Add to cart

staatsloterij-version_a-add_to_cart

Next step

staatsloterij-version_b-next_step

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Difference Between Versions:

Version A – Call To Action (CTA) button on product page stating "add to cart"
Version B – Exact same page but with CTA button stating "next step"

Key Performance Indicator (KPI):

Completed orders

Test Goal:

Determine if changing the CTA button copy impacted conversions

Traffic Source:

All traffic

Audience:

Shoppers interested in purchasing lottery tickets

Organization:

Staatsloterij: Dutch state lottery system

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