Where my CROs at?? Question about microcopy in CTAs, specifically about using indefinite articles. What’s the current best practice, and why? Example: 1️⃣

Plan an intro call

2️⃣

Plan intro call

Which one would you choose, and why? I guess shorter = minimizing cognitive load, which would be standard. However, I feel adding the indefinite article makes for a softer tone of voice. 🤷 🤷 🤷

I'd lose the article. "Plan/schedule intro call" sounds simple, to the point.

Yeah I’m probably going to do that

It'd go without an article here... and would likely switch to 'schedule' as it's more standard. My brain reads 'plan' as 'work' lol... though your readers are probably not as work-adverse as I am.

I'd add the article too. Of course most people do just skim but I think it reads easier, which aids in comprehension even if you're skimming 🤔

I will amend this to say that, if there's no weird reason not to do it, I'd go with ""Schedule your intro call"... Why not speak directly to the reader when you have the chance...

I would guess it would make 0 difference at all

Context matters more than the copy, if you ask me. I.e. what's the article about and how does a CTA for a call fit into that?

These are homepage CTAs for a service provider in cosmetics testing

I'd suggest to cut the article, however, as @cool-cat-47557 @aloof-book-9898 already anticipated, content matters a lot more and, in my opinion, these little changes don't make a considerable difference

I'm sure you've seen this @miniature-doctor-55258 - and I know your question was limited to your specific case - but there seems to be a lot of confusion here about the importance of microcopy and CTAs in general. So here's a pretty good Tutorial Tuesday from Copyhackers: https://copyhackers.com/how-to-optimize-your-button-copy/