The Psychology Behind Button Copy: “Shop Now” vs. “See What’s New”
The Psychology Behind Button Copy: “Shop Now” vs. “See What’s New”
When it comes to email marketing, the smallest details can make the biggest impact. And one of the smallest but most powerful details is your button copy.
You’ve likely used or seen the phrase “Shop Now” a thousand times. It’s familiar, direct, and action-oriented. But is it always the right choice? What happens if you replace it with something like “See What’s New”, “Take a Look”, or “Explore the Collection”?
At Milhook, we’ve tested hundreds of CTA (Call-To-Action) buttons for ecommerce brands. Here’s the truth: your CTA isn’t just a prompt, it’s a psychological trigger. The words you choose can either spark curiosity, reduce resistance, or drive immediate action.
Let’s dive into why this matters, what the data shows, and how you can apply smarter button copy to boost clicks and conversions.
Why Button Copy Matters More Than You Think
Most brands think of CTA buttons as a design detail. Color, size, and placement are all important. But what the button says is often the real driver of performance.
Here’s why:
CTAs are decision points. Your subscriber has read the headline, maybe scanned the email, and now they're staring at a button. In that moment, your copy either aligns with their intent or it doesn’t.
People don’t like being “sold to.” Aggressive language like “Buy Now” can trigger resistance in some audiences, especially if they aren’t ready to purchase yet.
Small changes can create big lifts. A button copy change can increase CTR by 10%, 20%, or even 50% depending on the audience and context.
“Shop Now” – The Classic CTA (and When It Works)
Pros:
Clear and direct
Familiar across ecommerce
Works well for high-intent shoppers
Cons:
Can feel too salesy
Doesn’t spark curiosity
May underperform for new product launches or top-of-funnel campaigns
Best used in:
Sale announcements
Product launch reminders
Cart recovery emails
Example:
You're running a flash sale for a skincare brand. The audience already knows the products and has purchased before. “Shop Now” might be exactly what they need. It’s clear, direct, and urgent.
“See What’s New” – Curiosity and Discovery
Pros:
Taps into curiosity
Feels more like exploration than a pitch
Great for showcasing new arrivals or product drops
Cons:
Less direct
May underperform with highly transactional audiences
Best used in:
New product announcements
Monthly roundups or collections
Re-engagement emails
Example:
A fashion brand just dropped a summer capsule collection. “See What’s New” pulls in readers who want to browse, not just buy, and works well for top-of-funnel engagement.
The Psychology of Word Choice
Let’s break down what’s happening psychologically when a subscriber sees different button copy:
1. “Shop Now” = Direct Action + Transactional Framing
The word “Shop” instantly frames the interaction as a purchase.
“Now” adds urgency but may cause hesitation for casual browsers.
Works best for users in a buying mindset (bottom of funnel).
2. “See What’s New” = Curiosity + Low Pressure
“See” feels observational, not transactional.
“What’s New” adds an element of intrigue and taps into FOMO (fear of missing out).
Works better for discovery and top-of-funnel engagement.
3. Other Phrases to Test
“Explore the Collection” – Adds a sense of depth and choice
“Take a Look” – Conversational and low commitment
“Get the Details” – Great for informative or feature-heavy products
“Claim Your Offer” – Perfect for promo or discount-based emails
A/B Testing Button Copy: What to Track
If you want to know which CTA works best for your audience, the only way to be sure is to test.
Here’s how we test button copy at Milhook:
Test Setup:
Same email layout and content
Only the CTA button changes
50/50 audience split using Klaviyo, Mailchimp, or Brevo
Metrics to Watch:
Click-Through Rate (CTR) – This is your primary indicator
Conversion Rate – For sales-oriented CTAs
Time on Page – See if curious CTAs keep people exploring longer
Revenue per Recipient – The ultimate indicator for ecommerce emails
Real-World Example: 22% Higher CTR from Copy Change Alone
One of our apparel clients was promoting a new line of outerwear. Their initial email used the CTA: “Shop Now.”
We ran an A/B test with a second version: “See the Collection.”
Results:
“Shop Now” CTR: 3.8%
“See the Collection” CTR: 4.6%
That’s a 22% increase in clicks with no design changes—just a copy tweak
This small change led to a 17% lift in revenue from that single campaign.
How to Choose the Right CTA for Your Brand
Here’s a quick framework to decide what button copy to use in your next campaign:
Email TypeCTA to UseFlash Sale“Shop Now” or “Claim Your Offer”New Product Launch“See What’s New” or “Explore Now”Re-Engagement“Take a Look” or “We Miss You”Cart Abandonment“Complete Your Purchase”Newsletter or Roundup“Read More” or “Explore Topics”VIP/Loyalty Offer“Get Your Reward” or “Unlock Now”
Final Thoughts: Why This Matters for Your Brand
Great email marketing is never just about design. It’s about micro-moments—the little decisions that lead to clicks, conversions, and customer trust.
The CTA button is one of the most overlooked elements. When optimized, it can turn a passive reader into an active customer.
At Milhook, we obsess over these details so you don’t have to. Whether you're running a single campaign or building a full email strategy, we make sure every word pulls its weight.
If you're curious how your CTA copy stacks up, or want us to build a test campaign for you, just reach out. We’d love to show you what smart email marketing can do.
