Sometimes, the difference between a stalled app and a scaling one comes down to five words. Or even two.
At SEM Nexus, we’ve helped hundreds of app-driven brands optimize growth funnels—from ad creative to onboarding and monetization. But one of the most impactful experiments we’ve ever run didn’t involve a UI redesign, pricing model shift, or new feature launch. It involved one small change to a call-to-action button—and it completely transformed user behavior.
Let’s break down what happened, what we learned, and how you can apply the same insights to your app.
The Problem: High Interest, Low Action
The client was a fast-growing mental wellness app. They had excellent traffic from paid and organic sources, healthy time-on-page metrics on their App Store listing, and even a strong App Store rating. But conversions from install to sign-up were underwhelming.
The onboarding flow asked users to complete a short quiz and then sign up to “unlock their personalized results.” But users were dropping off just before the final CTA. The original button?
“Create Account”
The Hypothesis: Language Creates Friction
Using Hotjar and Mixpanel, we analyzed user behavior. The quiz was being completed, but the bounce rate at the “Create Account” screen was significant. We suspected the CTA text was triggering resistance, not action.
Why? Because:
“Create Account” sounds like work.
It signals a commitment before users feel enough value.
It frames the action around the app’s needs, not the user’s benefit.
So we ran an A/B test.
The Test: Two CTAs, One Big Insight
Variant A:
“Create Account”
Variant B:
“See My Results”
Same button. Same functionality. Different framing.
And the outcome?
+51% increase in conversion from quiz completion to sign-up
+26% improvement in Day 1 retention
+17% increase in trial opt-in over the next 7 days
This wasn’t a UI overhaul. It was copywriting psychology at work.
Why It Worked: Friction, Framing, and Focus
There are three psychological principles at play here:
1. Friction Aversion
Words like “create,” “sign up,” or “submit” imply effort. Users don’t want to feel like they’re working for access—especially before seeing value.
2. Outcome Framing
“See My Results” is focused on user benefit, not app process. It promises a payoff, not a task.
3. Momentum Bias
The user just completed a quiz. They’re already moving. “See My Results” feels like a continuation of progress—not a step backward.
As Nielsen Norman Group consistently emphasizes: users act when motivation is high and effort is low. The CTA should lower resistance—not raise questions.
How to Apply This to Your App
Audit every button that requires user commitment—sign-up, upgrade, permission requests, checkout. Then ask:
Does this CTA describe an action or a reward?
Is it framed in terms of what the user gets—or what we want them to do?
Can I replace a verb with a benefit?
Here are some CTA rewrites you can test today:
| Instead of… | Try… |
|---|---|
| “Sign Up” | “Start My Free Trial” |
| “Subscribe” | “Unlock Premium Features” |
| “Enable Notifications” | “Get My Daily Health Tips” |
| “Allow Location” | “Find Gyms Near Me” |
| “Complete Profile” | “Customize My Experience” |
Tool tip: Use Firebase Remote Config or VWO to A/B test CTA variants in real time.
How to Apply This to Your App
Your CTA might be only a few words, but it sits at the most crucial conversion moments in your app. It’s where curiosity turns into action, and interest becomes commitment.
At SEM Nexus, we specialize in identifying these micro-leverage points—buttons, flows, touchpoints—and optimizing them for behavior, not just aesthetics. Because sometimes, all it takes is the right five words to change everything.
Want to run CTA tests that unlock real growth?
Let’s make your next click count.