If you want more people to click a button, don't just tell them to click it. Let them tell you. Get more clicks by using first-person perspective in your calls to action.
Switching from second-person CTAs to first-person can be a boon to your conversion rate. Michael Aagaard tested and found that "Create Your Account" was about 25% less effective than "Create My Account". Surprised, he tested this on other sites and consistently saw that "My" performed better than "Your" in buttons. In fact, one company saw a 90% increase in their click-through rate. This is low-investment, high-reward so give it a shot. And, as always, make sure to A/B test.
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