Insert the Concrete Next Step Into Buttons
Choose concrete words that depict a vivid image of the next immediate action.
Overview
You might be tempted to choose the button text: “Buy on Amazon.”
However, “buying” isn’t the next step. People still need to read the description and evaluate the purchase.
Your button should indicate the next step: “View on Amazon.”
This framing feels less effortful, and it symbolizes the next logical step. Visitors can easily simulate this behavior.
Caveat: A “larger investment” button (e.g., Buy on Amazon) will usually reduce the click-through rate, but these buttons can increase conversions in later stages. For users who click a “buy” button, they generate a mental image of the purchase. This purchase becomes more realistic and desirable, which motivates them to complete the purchase.