TLDR Tech / Marketing
Win Report: How an ingenious use of CTAs increased conversions by 57%
FanTokens.com achieved a 57% increase in conversions by setting clear expectations at the point of action. The website redirects buyers to an external exchange to finalize purchases, which user testing showed caused unease without warning. By changing the Call-to-Action (CTA) from “Buy” to “Buy on [exchange name]” and incorporating exchange logos and colors on the buttons, the surprise element was eliminated, boosting trust during a critical step in the buying process.
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