Put the payoff on the button

When to use it

When the CTA asks visitors to join or commit ('Join us', 'Sign up', 'Register') and says nothing about what membership delivers.

How to run it

Put the outcome of clicking on the button. Empire Flippers replaced 'Join us' with 'Make Money Flipping Websites'.

Why it works

Raise the perceived value of acting

The outcome is the reason to click; 'join' only names the mechanism. Empire Flippers' outcome-stating CTA converted 3.84% versus the control's 2.88%, a 33% lift at 96% significance (documented via Instapage's A/B testing case roundup).

Source: Empire Flippers CTA test (via Instapage)