Valentin YeoThe current CTA “Starter-Set kaufen” is transactional and doesn’t emphasize the core benefit (white teeth). Users may miss the main motivation when deciding to click.
Increase CTA click-throughs by testing benefit-first CTAs with a focus on white teeth while keeping the wording short and punchy.
If we update the CTA to emphasize whiter teeth and simplify wording, users will be more motivated to click because the CTA aligns with their primary desire (whiter smile).
German: Starter-Set kaufen
English: Buy Starter Set
German: Jetzt weißere Zähne
English: Whiter teeth now
German: Von Zahnärzten empfohlen testen
English: Dentist-recommended – try now
German: Weißere Zähne starten
English: Start whiter teeth
German: Starter-Set für weiße Zähne
English: Starter set for white teeth
German: Strahlendes Lächeln starten
English: Start your bright smile
German: Jetzt ausprobieren
English: Try it now
Impact (9/10):
Variations strongly highlight whiter teeth / white smile, which the client confirmed is the main conversion driver.
Relevant for this stage of the funnel (users already engaged with product content).
Clear and motivational CTAs (short, benefit-focused) make users more likely to act.
Confidence (8/10):
Client feedback + past tests show “white teeth” messaging consistently outperforms.
Industry CRO best practices: concise CTAs with benefit emphasis typically drive higher CTR.
Testing multiple short, benefit-driven phrases increases reliability.
Ease (9/10):
Text-only changes, no new assets or dev overhead.
Can be instantly implemented and iterated in VWO.
Minimal QA or layout risk since buttons already exist.
Total ICE Score: 26/30
VWO link:
https://app.vwo.com/#/test/ab/128/summary/?accountId=1091932
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