4 CTA BUTTON TESTS

Summary from the TLDR Marketing newsletter

Focus on first-person, personalized CTAs that reflect the user's role, interest, or goal, for example, “I want top HR tips” or “Save 25% on my wellness journey”. Use playful or contrasting button pairings, like “I hate learning new things” instead of “Save my seat”. Avoid generic verbs such as “Download” or “Submit”. Replace them with engaging, action-oriented phrases like “Get my discount” or “Let's go!” The goal is to make the CTA feel personal and clearly tied to user benefit.