TLDR Tech / Marketing
Win Report: One word, 38% more bookings
Adding one word to a call-to-action drove large gains because it closed the intention-action gap. Changing a search button from “Search” to “Search Now” increased bookings by 38% on a travel marketplace. Many visitors were browsing and delaying action due to choice paralysis and present bias. The word “Now” worked because searching is low risk and requires no commitment. It also added urgency and gave a clear instruction, which reduced hesitation and pushed users to act immediately.
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