Do use button copy that connects to user intent


  1. Button copy that connects to what users arrived intending to do is the most effective way to align with the emotional decision making process that people are bringing to your pricing page. “Submit” and “Buy” are rarely the most emotionally connected concepts to what your users arrived intending to do. If you need a generic CTA, we’d suggest “Get Started.”We like how KISSmetrics and Moz (with varied copy) handle this technique. Drip offers good copy combined with context around the steps involved from when you click. If there are 3 more steps, that can be a useful thing to indicate so people don’t feel they’ve just experienced a bait and switch.