Ali Demirbaş - Lab
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UI Elements

Imperative or First-Person Button Copy A/B Test Idea

An imperative label such as “Start” gives an instruction; a first-person label such as “I’m starting” can sound like the visitor’s own decision.

  • UI elements
  • Action completion rate

Option A vs Option B

Two alternatives; neither is the incumbent.

Changed
Options
Page
UI elements
Difference
changed

Hypothesis

Either may feel natural or awkward depending on context and language. Compare two accurate labels for the same action without assuming a lift, and follow clicks through to completion.

How to run this test

Primary metric

Action completion rate

Compare completion of the same action among eligible assigned visitors. Clicks are diagnostic, not the success outcome.

Other metrics

  • Purchase conversion rate (CR)Compare completed actions per eligible assigned visitor; clicks alone are not success.
  • Page exit rateCompare page exits after the CTA appears, using the same window.
  • Repeat visit rateCompare assigned visitors over the same follow-up period; this is not a direct measure of brand perception.

What to check before and during the test

  • Verb formCompare an imperative label with a natural first-person label for the same action.
  • ContextKeep the action and actual commitment the same; other commitment levels require a separate test.
  • Brand toneChoose wording that fits the established tone of the page.
  • FitKeep button size fixed and make sure both labels remain readable.
  • Visitor historyReview new and returning visitors separately.

Setup mistakes to avoid

  1. 1Change wording only, not button color or size.
  2. 2Do not use first-person copy to imply a decision the user has not made; keep any required payment confirmation.
  3. 3Keep the wording consistent with the page's tone.
  4. 4Do not mix verb forms across different buttons on the same page.
  5. 5Do not generalize a result from one CTA to every button on the site.