By Apple Bergonia
An imperative sentence tells the reader to do something. In our case, to “Explore Geology Courses”.
They are similar to a call-to-action, and the terms can sometimes be interchangeably used.
Imperative sentences are wider in their definition as they can instruct the user to imagine or do just about anything. A call-to-action usually instructs the user to take an action on the landing page they will land on.
Analyze carefully, this one’s tricky.
Does the imperative win?
Which ad do you think lifted the Click-Through-Rate (CTR) by 53%, from 4.8% to 7.4%?
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This ad test was kindly provided by Chris Cammann of Hybrid and The University of Bristol.
