A generic button like "Submit" is a wasted opportunity. The call-to-action is your last chance to persuade the user. Treat its copy as a critical sales variable and A/B test compelling, action-oriented phrases like "Yes, I'm in" to maximize conversions.

Despite lower volume, leads from high-intent forms like 'demo request' converted at double the rate of product trials. They also resulted in deals that were twice as large, highlighting a massively undervalued pipeline source that was being ignored in favor of high-volume, low-quality trials.

Instead of asking for time, a winning call-to-action offered to send product samples. The CTA, "Can I send over a couple of our Patty samples?", is a simple, value-based request that is easy to accept. This approach lets the product sell itself and avoids the high commitment of a meeting.

Standard calls-to-action like "Request a Demo" provide no immediate value to the user. Reframe the form's purpose as an attractive offer, such as "Save 20% Today," to shift the focus from what the company wants to what the user gets.

Marketers often over-optimize form fields while ignoring the core value exchange. A weak call to action like "Request a Demo" offers no immediate value. A strong, front-and-center offer (e.g., "Save 20% Today") is the primary motivator for a user to provide their information.

Eliminate the "send me a proposal" stall by defining the next step as a valuable, paid engagement, like a diagnostic or workshop. By charging for this, you force the money conversation early, filter for serious buyers, and avoid creating free documentation that can be shopped around.

The text on the final submission button is a critical, often-overlooked variable. Generic words like "Submit" are weak. A/B test active, benefit-oriented phrases like "Yes, I'm In" or "Send It My Way" to properly close the deal.

When creating a reason for a prospect to act now, having any reason at all is better than having no reason. Citing research where people complied with a request simply because a reason was given (even a nonsensical one), the insight is to always attach a 'because' to your CTAs to boost response.

Asking for a prospect's time or interest is less effective than giving them something valuable. Emails that include a tangible offer (e.g., a benchmark, an audit, a unique insight) see a 28% higher reply rate. You get their time by not asking for it directly.