The subtle brilliance of the CTA labelling, is that they both signal that the user is going to do something.

And to be clear, this commitment is all internal. It's the customer persuading themselves that they're going to do it.

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1. Commitment to picking a plan

i.e., the action of selecting, not an uncommitted "learning" or "viewing" plans.

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2. Commi... See more

The concept of 👞 The FITD Effect , is that small acts of compliance can snowball.

There are other names, like the Spark Effect, but in short: agreeing to one small thing, makes agreeing to a second slightly more likely.

It could be agreeing to a favour, answering a street-seller's introductory question of " Excuse me, do you like dogs? ", or even ta... See more