Start CTA copy with 'Get'

When to use it

When the CTA verb names the visitor's work ('Order', 'Request', 'Submit', 'Apply') instead of what they receive.

How to run it

Swap in a verb about receiving value. MatchOffice changed 'Order information and prices' to 'Get information and prices'.

Why it works

Raise the perceived value of acting

At the button visitors weigh cost against value, and 'get' promises what arrives where 'order' implies effort. MatchOffice's one-word swap from 'Order' to 'Get' lifted conversions 14.79% (Michael Aagaard, ContentVerve).

Source: ContentVerve: MatchOffice