Each CTA (click-to-action) link should be explicit and clearly state what users should expect. When users see a generic CTA like “Learn More” or “Get Started”, they expect to find out more about what your product and how it works; they don’t expect to be introduced to a purchasing form.
A study conducted by NN Group showed that, when users clicking on “Get Started” are taken to a register or subscribe form, they “ended up lost, uninformed, and frustrated to the point where they were no longer interested in the service, gave up, or moved onto a competitor.”
Tricking people by using a “Get Started” link may get more clicks on the CTA, but […] sets the wrong expectation
“You may reach superficial conversion goals but you won’t keep customers happy or loyal in the end. It’s better to be forthcoming and let users engage and commit when they’re ready for it.”
