The call to action examples that win tests share one habit: the button says exactly what the visitor gets.
Changing 'Add To Bag' to 'Add To Cart' lifted purchases 81.4% in an early read, 'Get a Free Quote' beat 'Book a Free Survey' by 60% on leads, and giving Add to Cart its own color lifted conversion 18.40%.
Below are 19 tested examples from ecommerce, SaaS and lead gen sites, each with its real result.
How we picked: every example is an A/B test or before/after change from our archive of published results.
We favored tests that changed only the button and report a real number; where a test only measured clicks, we say so.
We haven't run these tests ourselves; each result is credited to the team that did.
Every example at a glance
| # | Example (brand or page) | What they did | Result | Type |
|---|---|---|---|---|
| 1 | Jewelry homepage: a View Collection button under each section | Added a View Collection button to each homepage collection block | +$108,001 per month (forecast) | Ecommerce |
| 2 | Add To Cart instead of Add To Bag | Changed button text from 'Add To Bag' to 'Add To Cart' | +81.4% purchases (early) | Ecommerce |
| 3 | The savings inside the button: 'Add to Cart - Save 50%' | Put the discount in the add-to-cart label | +14.41% revenue per visitor | Ecommerce |
| 4 | A money-back guarantee as a second line on the button | Added '60-Day Money-Back Guarantee' inside the add-to-cart button | +7.20% revenue per visitor | Ecommerce |
| 5 | Stone Creek Coffee: 'Subscribe & Save X%' as the main button | Replaced 'Add to Cart' with a dynamic 'Subscribe & Save X%' button | +10% conversion rate | Ecommerce |
| 6 | Corcentric: 'Free Demo' instead of 'Get a Demo' | Changed the homepage button from 'Get a Demo' to 'Free Demo' | +99.42% CTA clicks | SaaS |
| 7 | Veeam: 'Request pricing' instead of 'Request a quote' | Relabeled the sales link | +161.66% click-through | SaaS |
| 8 | 'Get Started Now' vs 'Start Free Trial' vs 'Try Now' | Tested five trial button phrases side by side | +11% clickthrough ('Try Now' -26%) | SaaS |
| 9 | ADT UK: 'Get a Free Quote' instead of 'Book a Free Survey' | Changed the site-wide CTA to describe what visitors get | +60% leads | Lead gen |
| 10 | A bank: 'Open an Account' instead of 'Learn More' | Changed a savings upsell link to name the action | +43% funded accounts | Lead gen |
| 11 | Empire Flippers: 'Make Money Flipping Websites' instead of 'Join Us' | Replaced a generic sidebar button with the outcome | +33.1% CTA clicks | Lead gen |
| 12 | LKR Social Media: 'Make Me Famous' (first person) | Rewrote the sign-up button as a first-person outcome | +8.39% sign-ups | Lead gen |
| 13 | Jackson's: give Add to Cart its own color | Made Add to Cart the only button in its color | +18.40% conversion rate | Ecommerce |
| 14 | A black-and-grey apparel site: a bright pink add button | Switched a black add button to a contrasting pink | +57% conversion rate | Ecommerce |
| 15 | FENTY: homepage CTA text at 15px instead of 13px | Made the CTA text two pixels larger | +42% clicks | Ecommerce |
| 16 | Artsy Editor: one button instead of two | Replaced 'Try Demo' plus 'Buy Now for $19.99' with one 'Try Demo for Free' | +47% clicks to pricing | SaaS |
| 17 | GetResponse: adding a Free Trial button next to Buy Now | Added a second, lower-risk CTA beside the buy button | +158.6% free accounts | SaaS |
| 18 | A supplement brand: 'Discover Products' beside 'Order Now' | Added a secondary browse button to the homepage hero | +38.1% conversion rate | Ecommerce |
| 19 | A whisky subscription: a sticky Join now bar on mobile | Added a sticky bottom CTA bar to a long mobile homepage | +20.4% conversion | Ecommerce |
The 19 call to action examples
Copy first, then design, button count and placement.
For more button tests, see our hubs for CTA copy and add-to-cart buttons.
1. Jewelry homepage: a View Collection button under each section
What they did: The homepage showed collection sections (earrings, necklaces and so on) with an image, a title and text, but no button.
Each section got a View Collection button under its text.
Why it works: Visitors who liked a section had no obvious next step.
A plain button turned each block into a path into the catalog.
Result: +$108,001 per month in forecast revenue, per the post text (the screenshot shows +$100,801, so treat the exact figure with care).
Oliver Kenyon ran it for a jewelry store. See the test.
Copy this: Check every content block on your homepage.
If it has no button, give it one that names where it goes.
2. Add To Cart instead of Add To Bag
Conversion FanaticsWhat they did: After a redesign, the product page button read 'Add To Bag'. The test changed only that.
Why it works: 'Cart' is the word most shoppers expect. Familiar labels take no thought.
Result: Purchases up 81.4%, checkout page views up 95.3% and add to cart up 22.4%.
Conversion Fanatics ran it; the test had not reached a final winner and no sample size was shared, so treat the number as early. See the test.
Copy this: If your button uses a branded or cute label, test the plain standard one.
3. The savings inside the button: 'Add to Cart - Save 50%'
What they did: A plain 'Add to Cart' button became 'Add to Cart - Save 50%'.
The discount had been shown elsewhere on the page.
Why it works: The button is the one spot every buyer looks at right before deciding.
Putting the reason to act there repeats it at the right moment.
Result: Revenue per visitor up 14.41% ($1.25 to $1.43) and conversion rate from 1.89% to 2.08% in the best version.
Dave Diederen ran it. The range was -5% to +36%, so the lift is likely but not certain. See the test.
Copy this: If you run a real, standing discount, test adding the saving to the button label.
4. A money-back guarantee as a second line on the button
What they did: The add-to-cart button got a second line with the 60-day money-back guarantee, which had been shown elsewhere on the page.
Why it works: It lowers the risk at the exact point of commitment, without adding anything new to the page.
Result: Revenue per visitor up 7.20% ($1.28 to $1.37) and conversion rate from 1.84% to 1.98%, with order value flat.
Dave Diederen ran it. The ranges were wide, so the lift is likely but not certain. See the test.
Copy this: Move your strongest risk reducer (guarantee, free returns) into small text inside or right under the main button.
5. Stone Creek Coffee: 'Subscribe & Save X%' as the main button
What they did: The main product page button read 'Subscribe & Save X%', with the real discount pulled from the subscription app. Before, the subscription option sat separately.
Why it works: The button states the offer and the benefit in one line, so shoppers don't have to work out what subscribing is worth.
Result: Conversion rate up 10% and revenue per visitor up 13%.
Subscription order count dipped about 10%, so watch that metric. Blend Commerce ran it. See the test.
Copy this: For repeat-purchase products, test a button that names the subscription saving in numbers.
6. Corcentric: 'Free Demo' instead of 'Get a Demo'
What they did: Same page, same yellow button.
Only the copy changed, from 'Get a Demo' to 'Free Demo'.
Why it works: B2B visitors often assume a demo is a sales trap. 'Free' answers the cost question before they ask it.
Result: CTA click-through up 99.42%. Greenlane Search Marketing ran it.
The sample was close to 800 visitors over 2 weeks and completed demos weren't shared, so the real lift could be much smaller. See the test.
Copy this: If your demo or consult costs nothing, test saying 'free' on the button.
7. Veeam: 'Request pricing' instead of 'Request a quote'
What they did: Veeam's product pages didn't show prices.
The link to the sales form read 'Request a quote'. The variant read 'Request pricing'.
Why it works: Visitors were looking for the price.
The new label used their words, not the sales team's.
Result: Click-through to the inquiry page went from 0.54% to 1.40%, a 161.66% lift, at 99.9% or higher confidence.
Veeam Software ran it. Form submissions weren't measured. See the test.
Copy this: Label your sales button with what the visitor wants to find out, not your internal process.
8. 'Get Started Now' vs 'Start Free Trial' vs 'Try Now'
What they did: A banner on a premium software site tested five button phrases, including the original 'Start Free Trial'.
Why it works: 'Get Started Now' frames the click as the start of using the product. 'Try Now' dropped both the offer and the word 'free'.
Result: 'Get Started Now' lifted clickthrough by more than 11%, while "Try Now" cut it by 26%.
MECLABS ran it and published it on MarketingExperiments.
Clicks only; sample size wasn't shared. See the test.
Copy this: Short isn't automatically better. Test a few phrases at once and keep the one that wins.
9. ADT UK: 'Get a Free Quote' instead of 'Book a Free Survey'
What they did: The site-wide button read 'Book a Free Survey'.
Two versions were tested: 'Book an ADT Survey' and 'Get a Free Quote'.
Why it works: A survey sounds like an appointment.
A quote sounds like a small, useful thing you receive.
Result: 'Get a Free Quote' raised residential lead conversion by 60%. 'Book an ADT Survey' lost and was switched off.
Bloom ran it with ADT over 14 days. See the test.
Copy this: Rewrite process words (survey, consultation, assessment) as the thing the visitor gets.
10. A bank: 'Open an Account' instead of 'Learn More'
What they did: Inside a bank's logged-in area, a savings upsell link read 'Learn More'.
Only the text changed, to 'Open an Account'.
Why it works: The soft label drew curious clicks.
The direct label drew people ready to act, and they kept going.
Result: Funded savings accounts up 43%, a business outcome rather than clicks.
MarketingExperiments (MECLABS) ran it for a large financial institution. See the test.
Copy this: Swap 'Learn More' for the actual next step when the click starts a process.
11. Empire Flippers: 'Make Money Flipping Websites' instead of 'Join Us'
What they did: A green sidebar button read 'Join Us'.
The variant read 'Make Money Flipping Websites'. Nothing else changed.
Why it works: 'Join Us' asks for something.
The new copy says what the visitor gets out of it.
Result: CTA click-through went from 2.88% to 3.84%, a 33.1% lift, at 96% confidence.
Empire Flippers ran it. Completed accounts weren't measured. See the test.
Copy this: Test a longer button that names the outcome against your short generic one.
12. LKR Social Media: 'Make Me Famous' (first person)
What they did: The sign-up button for a five-day visibility program was changed to 'Make Me Famous'.
The original text was only shown in a screenshot.
Why it works: It's written in the visitor's voice and names the result they want, not the act of signing up.
Result: Program sign-ups up 8.39% at 99% confidence.
LKR Social Media ran it. Sample size wasn't shared. See the test.
Copy this: Try one variant that finishes the sentence 'I want to...' from the visitor's side.
13. Jackson's: give Add to Cart its own color
What they did: Every product page button (Add to Cart, Rewards, Chat, Keep Me Updated) used the same color and weight. Add to Cart got a distinct color.
Why it works: The win isn't about a 'best' color.
The main action finally looked different from the minor ones.
Result: Conversion rate up 18.40% and add-to-cart clicks up 8.14%.
Blend Commerce ran it, and Jackson's kept the new button. See the test.
Copy this: Reserve one color for your primary action and don't use it on any other button.
14. A black-and-grey apparel site: a bright pink add button
What they did: The add button was black on a black-and-grey site.
The variant used bright pink for the button and the steps after it.
Why it works: The old button blended in.
Contrast against the page, not the hue itself, made the next step easy to see.
Result: Conversion rate up 57%. Conversion Fanatics ran it for a women's clothing site.
No baseline rate was shared. See the test.
Copy this: Squint at your page. If the main button doesn't jump out first, raise its contrast.
15. FENTY: homepage CTA text at 15px instead of 13px
What they did: The homepage CTA to the latest collection was 13 pixels. The variant used 15 pixels.
Why it works: Small CTAs are easy to miss on busy homepages.
A bigger one is easier to read and tap.
Result: CTA clicks up 42%. The FENTY team ran it and made the larger CTA permanent. Only clicks were measured. See the test.
Copy this: If your CTA text is under 14px, test a size up before you test anything else.
16. Artsy Editor: one button instead of two
What they did: The homepage offered two buttons side by side.
The winner kept a single 'Try Demo for Free' button with no buy button.
Why it works: Two equal buttons make visitors choose.
One button gave them an easy first step, and they found the pricing page anyway.
Result: Click-through to pricing up 47% and to the demo up 5%.
Artsy Editor ran it. Purchases weren't reported. See the test.
Copy this: If two buttons look equally important, test removing one.
17. GetResponse: adding a Free Trial button next to Buy Now
What they did: The homepage had one 'Buy Now' button.
The variant added 'Free Trial' next to it.
Why it works: Visitors who weren't ready to pay had no option before.
The second button caught them without hurting paid sign-ups.
Result: Free account registrations up 158.6%, with no drop in paid accounts reported. GetResponse ran it. See the test.
Copy this: If your only CTA asks for money, test adding a low-commitment option next to it.
18. A supplement brand: 'Discover Products' beside 'Order Now'
What they did: The hero had one 'Order Now' button.
The variant kept it as the main button and added a softer 'Discover Products' button.
Why it works: About 80% of traffic was new visitors.
Many weren't ready to order and needed a way to browse first.
Result: Conversion rate up 38.1% and revenue per visitor up 42.09%.
Blend Commerce ran the A/B/C test, and the two-button version was made permanent. See the test.
Copy this: If most of your traffic is new, test a secondary 'browse' button styled lighter than the main one.
19. A whisky subscription: a sticky Join now bar on mobile
What they did: Join buttons sat only inside the page.
The variant added a sticky bottom bar with 'Join now' plus two notes: free shipping, and skip or cancel anytime.
Why it works: On a long page, the moment someone decides is rarely next to a button. A sticky bar keeps it within reach.
Result: Conversion rate went from 1.135% to 1.366% (+20.4%) with a 95.1% probability to beat control.
Order value was flat. Convertibles ran it. See the test.
Copy this: On long mobile pages, test a sticky bar with the CTA and one or two reassurance lines.
Patterns across the winners
Name the outcome, not the action
'Get a Free Quote', 'Open an Account' and 'Make Money Flipping Websites' all tell the visitor what they get.
The losers in the same tests ('Book an ADT Survey', 'Learn More', 'Join Us') describe a process.
The exception is the add-to-cart button: there, the standard words win.
Dave Diederen found "Add to Cart" won every time against 'Try Risk Free Today', 'Get Yours Now' and 'Start Your Journey'.
First person vs second person: less proven than you've heard
'My' instead of 'your' is common advice, but our archive has no clean test of only that swap.
The closest evidence points both ways: 'Make Me Famous' won 8.39% (we don't know the original wording), while Britannica's "Start your free trial" beat "Become a subscriber", which cut click-through by as much as 20%.
The offer in the words mattered more than the pronoun.
Test it on your own traffic rather than assuming.
Color is about contrast, not the color itself
No single color wins everywhere. At Say It With Diamonds, switching pink buttons to green lowered add-to-cart rate from 11.49% to 10.81%.
Clean Commit's yellow to green swap was flat on conversion (+4.6%, not significant).
The wins (Jackson's, the pink apparel button) came from making the main button stand out from everything around it. More on this in button color psychology.
One clear primary button, sometimes one soft secondary
Removing a competing button helped Artsy Editor (+47%) and Scanitto (+29.75% downloads).
Adding one helped GetResponse (+158.6%) and a supplement brand (+38.1%).
The pattern: the added button offered a lower-commitment step and was styled as secondary, while the removed ones competed head to head.
Keep the button in reach
A sticky Join now bar lifted a long mobile homepage 20.4%.
Size and placement above the fold matter too, as FENTY and the jewelry homepage show. See sticky add-to-cart tests for more.
Examples that lost (what not to copy)
- Price in the add-to-cart button: revenue per visitor fell 2.03% and conversion went from 1.44% to 1.41% after more than 2,000 orders (Dave Diederen). Close to flat, but no reason to ship it. See the test.
- Cart icon on the button: conversion rate down 10.6% and orders down 11.9% (Clean Commit). Not significant, but every sales metric fell. See the test.
- Louder buy screen with a red-boxed button: conversion down 10% (OnSwitch). More emphasis isn't more buyers. See the test.
- 'Try Now' instead of 'Start Free Trial': clickthrough down 26% (MECLABS). Shorter copy dropped the offer. See the test.
- Blue subscribe button: conversion went from 0.69% to 0.39% (42 vs 24 orders) in an early multivariate read (MarketingExperiments). See the test.
- 'Become a subscriber' instead of 'Start your free trial': click-through fell by as much as 20% (Encyclopaedia Britannica). See the test.
How to test this on your own site
- Pick your highest-traffic button: the main add-to-cart, demo, quote or sign-up CTA.
- Write a hypothesis that names one change and why it should help, such as "naming the free quote will make the next step feel smaller".
- Change one thing per test: copy, contrast, size, count or placement. Bundled changes can win but won't tell you why.
- Measure past the click. Corcentric, Veeam and Empire Flippers only reported clicks; ADT and the bank measured leads and funded accounts.
- Check you have enough traffic to detect a realistic lift. Our minimum detectable effect guide explains how, and statistical significance covers when to call it.
Want help picking which buttons to test first?
Oliver Kenyon ran the View Collection test above.
More examples from the people in this list: Oliver Kenyon, Dave Diederen, Blend Commerce, Conversion Fanatics and Clean Commit.
Browse all our examples or landing page examples.
Real results
@DaveDiederen
Blend Commerce
MarketingExperiments
ConvertiblesWatch out for
- Click wins that don't become sales. A button that promises more can draw curious clicks that drop off later. Track the order, lead or trial, not just the click.
- Discount copy you can't keep. 'Save 50%' on the button only works if the saving is real and lasting. Stone Creek's subscription order count dipped about 10% even as conversion rose.
- Small samples. Corcentric's +99.42% came from close to 800 visitors. Big lifts on small tests often shrink when rerun.