Lust. Those visceral emotions that once helped stone-age humans to avoid gett...

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Create compelling headlines to lure people in. Design beautiful landing pages to wring out every last conversion. And yet at the moment of truth, when it’s time to click or buy or join or submit…they bounce.Your call-to-action button copy should be reinforcing whatever it is someone is about to receive. It should be an afterthought, ideally. A nonissue you don’t have to worry about. But instead, it’s literally scaring people away.CTA BUTTON COPYExcuse this totally non-seasonal image, but it is scary, right?Read on to learn five reasons your call to action text isn’t working, along with five ways to fix it.Reason And1. Weak, Limpy CTA WordsThe most persuasive word in the English language is “You.

” (Because people are selfish?)The second is “Free.” (Because people are cheap?)These “power words” (as they’re known in the biz) are persuasive Benin WhatsApp Number because they speak to our old, dumb, lizard brains that have failed to evolve or keep pace with the times. (Kinda like those Birkenstocks that keep popping up everywhere.)Here’s the problem. Nobody reads anymore. This was confirmed ages ago, in a now-ancient Nielsen Norman Group eye-tracking study, where they noted that “exhaustive (word-for-word) reading is rare” online.cta button text eye trackingOh, and there’s another issue. How many browser tabs do you have open right now? Because the average is 3-5 (on the low side).





And let’s not even get into the TV being on in the background, or what your mobile’s streaming in the foreground.number of open tabs by age and gender(image source)Point is, we’re distracted as hell. Which is “literally altering our brain chemistry” according to research compiled in an excellent Trello article. Despite the fact that it makes you feel productive, they go on to say, “it’s actually making you scatterbrained, thus decreasing your ability to remember any single piece of information.”So what’s the antidote?Fear. Greed. Envy. n, fall off cliffs, and reproduce so that we could eventually one day idolize people like Justin Bieber. (Maybe it wasn’t such a good idea after all?)Power words speak to these long-forgotten feelings. The mere mention of “sabotage”, for example, gets people to sit up and take notice.