We all know that the right choice of words is key when engaging with customers IRL.But many forget this golden rule when it comes to interacting with people online.

In 2017, Maggie Stanphill and her Google team made a simple yet impactful change by swapping the “Book a room” button for “Check availability”.

This tweak led to a notable 17% boost in user engagement. It turns out, this softer, less committal language was more in tune with users who weren't quite ready to make a booking decision.

Since this big change, many online travel agencies and hotels have started using this new idea to interact with customers and have seen great results.

This marked a long-term shift in how companies reach out to people who may become potential clients/customers.

I opened nine random hotel websites, and all of them had some variation of the "Book Now" button.

Perhaps it's something you can test yourself 😉