A European platform recently came to us after seeing strong engagement in several markets – but unusually low conversion rates in the U.S. The traffic was there. The product was relevant. The value prop was tested. But the results weren’t showing up.
After reviewing their campaign, it turned out the core issue wasn’t the pricing, onboarding flow, or even localization of content. It was the CTA.
The CTA Looked Good—But It Didn’t Work
The button copy read: “Discover What’s Possible.” Visually polished. On brand. But to a U.S. user unfamiliar with the product, it raised a question:
What exactly am I clicking into?
That hesitation – however small – is often all it takes to lose a potential user.
U.S. Audiences Expect Clarity, Not Guesswork
In markets where abstract messaging is embraced, CTAs can afford to be creative. But in the U.S., where users encounter dozens of digital touchpoints daily, the priority is clarity.
Phrases like “Start Free Trial,” “See Plans,” or “Create Your Account” perform better not because they’re clever – but because they tell the user what happens next.
Where Localization Fails: Overconfidence in Brand Voice
We often see platforms preserve their global tone too tightly. But the more regulated or trust-sensitive your category is – finance, identity, communication – the more important it is to shift from brand-first to user-expectation-first messaging.
A CTA isn’t just a brand touchpoint. It’s a conversion trigger. If your button is vague, your message is unclear.
If your message is unclear, your funnel
Fixing It: Shift the Mental Model
We worked with the client to test alternatives based on what the U.S. user would expect to happen after landing. Instead of “Discover,” we tested “Start for Free,” “Try the Dashboard,” and “See How It Works.”
No dramatic redesign. No rebrand. Just a reframing of intent.
Conversion rates improved, bounce dropped, and most importantly – users stopped stalling at the CTA.
Conclusion
Your CTA lives at the edge of user trust. If it’s mismatched with what happens next – whether in tone, placement, or logic – it erodes confidence.
U.S. users don’t want to be impressed by your language. They want to know what they’re agreeing to.
At Prominelis, we help platforms adapt not just what they say, but how they guide users through conversion. Because in the U.S. market, a CTA isn’t where a click happens – it’s where trust begins.
