MWITA-CUX-2026-008 · Evidence A · P1
In a randomized eight-condition landing-page field experiment with 956 visitors, repeating the headline phrase verbatim on the call-to-action button increased click-through by more than 10 percentage points relative to introducing new wording.
What this does not establish
A click to view offers is not form completion, purchase, revenue, refund or retention. Effects may depend on German wording, low-consideration household services and the exact repeated phrase.
Counterevidence & uncertainty
Verbatim repetition outperformed gist repetition, while gist versus new content was statistically null, so a generic claim that semantic consistency alone raises clicks is unsupported.
What would change the reading
Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.