Soften the ask for cold traffic

When to use it

When cold or paid traffic lands on a high-commitment CTA ('Sign Up Now', 'Buy Now') and conversion is weak.

How to run it

Offer a lower-commitment next step: 'Learn more', 'See how it works', 'Watch the demo'.

Why it works

Make the action easier to complete

Visitors who won't commit on first contact will often take a smaller step. In the Obama 2008 experiment (Dan Siroker, later Optimizely co-founder), 'Learn More' beat 'Sign Up Now' by 18.6%.

Source: Optimizely: Obama 2008 experiment