Can you recall a time when a small change in wording significantly improved user engagement or understanding? What was the change and its impact?

A client approached me with an issue on their e-commerce platform. Despite heavy traffic on their product pages, conversions were lagging. Users were engaging with the site but dropping off at the “Add to Cart” stage. After analyzing user behavior and feedback, it became clear that the issue wasn’t with the products or pricing—it was with the call-to-action button.

The button read: “Proceed”.

On the surface, this seemed straightforward enough. However, user testing revealed that many shoppers weren’t sure if “Proceed” would take them to their cart, a checkout page, or somewhere else entirely. The ambiguity created hesitation, which led to abandonment.

The Solution: A Simple but Strategic Change

After discussing the issue with the client, we experimented with different wording options. We ultimately replaced “Proceed” with “Review Your Cart”. This phrasing was:

• Clear: It explicitly told users what to expect.
• Action-Oriented: Encouraged users to take a concrete step.
• Reassuring: Gave users confidence that they weren’t committing to checkout prematurely.

The Impact: A Significant Boost in Engagement

The change was simple, but the results were remarkable:

• Cart Review Rate Increased by 25%: More users clicked the CTA to review their carts, which was the desired next step in the purchase journey.
• Checkout Completions Grew by 15%: With more users engaging confidently, the overall number of completed purchases rose significantly.
• Positive User Feedback: Post-change surveys showed users appreciated the clarity, with several mentioning that the updated button made them feel more in control.

Key Takeaway: Never Underestimate the Power of Clear Communication

This experience reinforced an essential lesson: clear and intentional wording is critical in guiding user behavior. In this case, a single change transformed confusion into clarity, hesitation into action, and casual browsers into paying customers.

Even the smallest changes can have a ripple effect—so it’s always worth testing, refining, and optimizing your words to meet the needs of your audience.