There is one very important point that often gets overlooked in Internet marketing: What phrase do you use on your call-to-action button? You know the button, the one a visitor clicks on to finally take your product and put it in their shopping cart. Its the last thing a customer sees before they head off to fill out the billing information on your site. It may seem small, but that button is the last opportunity you have to sell your customer.

Phrasing may seem like such a small thing, but it really can make a big difference in your sales. Consider a website that sends you to a catalogue page to purchase their products and the call to action is a button that reads, Add to cart. What exactly is the purpose of this phrase? Is it really the last thought you want to leave with your customer before they complete the buying process?

The Add to cart phrase is a popular one, but is it effective? This type of phrase or others like submit, send, or subscribe are oriented around the website owner, who has the cart or subscription service. They are not oriented towards the customer. These phrases describe the buying process, but dont provide any call-to-action.

Now consider another website which has a similar catalogue of products, but their button reads, Get this now. This phrase is oriented towards the customer. The customer is the person who is going to get this, the product, now. It is a true call-to-action. The phrase is calling the customer to purchase the product now and indicates they will get it right away.

Do you see the difference in viewpoint?

Those of you who are pros at testing and tracking are probably already aware; phrasing goes a long way. In fact, studies have proven that even a simple change in a headline, call-to-action, or verbiage, can double or triple sales.

If you could test between the two phrases, Add to cart and Get this now, my guess is you would probably double your sales just by changing the verbiage. Simply put, if youre selling around 1% and trying to get to 2%, then changing your verbiage could be a significant step towards succeeding.

So take some time to analyze your phrasing. What message are you sending your customers with your final call-to-action? Is the phrasing customer-oriented and will it entice them to finally press that button and add the product to their cart? If your answer is no, then change it now! Its a simple change that can really make a big difference in your success.

This article is by Mark Widawer. Mr. Widawer authored THE book on designing effective Landing Pages, the Landing Page Cash Machine“, which shows you not only how to convert more of your site’s visitors into buyers, but also shows you what makes an Internet business really work. Find out more at http://www.LandingPageCashMachine.com