Learn more vs Shop now in Facebook ads : The best CTA

learn more vs shop now in facebook ads

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You’ve just launched your dropshipping store and are faced with a myriad of decisions to make. Among the most important questions to ask yourself: how can I effectively convert my visitors into customers using Facebook Ads?

In the complex world of Facebook advertising, a small button can make a big difference. We’re talking here about call-to-action (CTA) buttons, those targeted incentives that guide your visitors to their next step. Two options often present themselves: “Learn more” and “Shop now”. How do you choose between the two? This article will help you make the right choice for your dropshipping business.

What is a call-to-action (CTA) button on Facebook?

A call-to-action (CTA) button on Facebook is a crucial key to your ads. It guides your prospects to the action you want them to take. It’s the button or link you insert in your ad that prompts the viewer to take action, whether it’s to buy a product, sign up for a newsletter or find out more about your service.

In the Facebook ecosystem, these buttons are essential. According to AdRoll, CTAs can increase click-through rates by 285%. Here are some common examples:

  • Book Now” for reservations or appointments.
  • Contact us“, “Call now“, “Send a message” to facilitate communication with your customers.
  • Play” to encourage users to try your application or game.
  • Watch video” to promote your video content.
  • View offers” or “Buy” to direct customers to your online store.
  • Learn more” to provide more information about your product or service.

For dropshipping and online sales in general, choosing the right CTA is vital. A “Shop now” button can encourage impulse purchases, which is perfect if you’re selling a product that attracts instant attention.

On the other hand, a “Learn More” button can be useful when you have a complex product that requires some education before purchase.

The aim, then, is to choose the CTA that best matches your campaign objectives and the nature of the product you’re selling.

Learn more vs Shop now in Facebook ads : Overview

As we mentioned earlier, choosing the right call-to-action button can make all the difference. Today, we’re focusing on two of the most commonly used buttons on Facebook – “Buy” and “Learn More”. So, let’s get to the heart of the matter.

The " Shop now " button

Direct and dynamic: The “Shop now” button on Facebook is your one-way ticket to rapid engagement. It pushes your customers towards immediate action, especially for products that have universal appeal or are easy to understand.

learn more vs shop now in facebook ads

The “Shop now” button isn’t always expressed so directly. It can take a variety of forms, depending on the tone of your message and the type of product you’re offering. Common variations can include prompting phrases like “Take advantage of the offer”, “Order now“, “Get yours today” or “Hurry up“. Each of these CTAs shares the same ultimate goal: to entice the viewer to make an immediate purchase.

Example - Clothing dropshipping:

If you dropship branded clothing, your customers probably already know what they want. A simple glance at a trendy t-shirt or an elegant dress could prompt them to click “Buy”.

According to a 2020 Facebook study, using the “Shop now” button resulted in an impressive 2.5x increase in conversion rate compared to other CTAs. In other words, it’s a powerful incentive for impulse buying.

The "Learn more" button

Informative and engaging: The “Learn more” button, on the other hand, opts for a less direct approach. It serves to educate your prospect about your product or service, creating deeper engagement.

The “Learn more” button can also be customized to suit your needs. It can be rephrased in different ways, such as “Click to find out more”, “Discover how”, “Explore” or “Learn more”. Each of these variants is designed to stimulate the user’s curiosity and encourage them to find out more about your product or service.

Example - Online training:

If you offer a detailed online training course on digital marketing, a direct “Shop now” button might seem rushed. Potential customers will probably want to know more about the course content, its format, and how it could help them in their careers before committing to purchase. In this case, the “Learn more” button is more appropriate.

This button is perfect for products or services that require a little more thought before purchase. It gives potential customers the space they need to find out more before making their decision.

In the “learn more vs.  shop now” debate, the choice really depends on your campaign objectives and the type of product or service you’re offering.

Choosing the right CTA for your specific campaign

Shop now” and “Learn more” buttons both have their place in Facebook advertising. The choice between the two depends largely on the product you’re selling and the objective of your advertising campaign.

The impact of campaign objective on CTA choice

Fast, direct sales:

The “Shop now” button is often the best choice for generating fast, direct sales. For example, for low-cost or high-demand products, such as branded clothing in a dropshipping campaign, this button is effective.

Educate the prospect:

If the aim of your campaign is to educate the prospect, the “Learn more” button is generally preferable. Products or services with a high cost or requiring a long-term commitment, such as online training, benefit from this approach.

CTA and customer commitment level

"Shop now" and urgency:

The “Shop now” button creates a sense of urgency that can lead to rapid conversions. However, it can also repel some customers who prefer to take their time.

"Learn more" and deep engagement:

The “Learn More” button can engage customers on a deeper level, allowing them to feel more comfortable with their purchase decision. This can lead to a stronger customer relationship in the long term.

CTAs by product type

  • Simple, well-known products: For simple, well-known products, the “Shop now” button is generally effective.
  • Complex or less well-known products: For more complex or less well-known products or services, the “Learn more” button is often a better option.

The role of copywriting in CTA effectiveness

Copywriting is the art of writing to incite action. In the case of Facebook advertising, copywriting is used to encourage people to click on the CTA. Good copy can reinforce a CTA’s call to action, while bad copy can dilute it.

How does copywriting affect the "Shop now" CTA?

With the “Shop now” button, copywriting needs to be clear, direct, and create a sense of urgency. For example, “Shop now, get 20% off!” or “Order now, limited quantities!” are typical phrases that speed up the decision to buy.

Let’s take the case of a dropshipping company specializing in high-tech gadgets. A good copywriting line might be: “Discover our latest drone with intelligent hover technology. Click Buy to get it now!“. Here, technical jargon reinforces the product’s appeal to a specific audience.

How copywriting affects the "Learn more" CTA

Conversely, the “Learn more” CTA requires copywriting that arouses curiosity and interest. The aim is to encourage the user to discover more about the product or service.

If you’re selling an online training course, for example, your copywriting might look like: “Become a digital marketing expert with our complete training course. Click on Learn more to discover the detailed program.” The emphasis here is on the benefits of the training for the user.

In short, good copywriting must effectively support the CTA, whether it’s “Learn more” or “Shop now“. In this way, it reinforces the impact of the chosen button and contributes to achieving your marketing objectives.

Specific recommendations

Once you’ve understood the nuances between “Learn more” and “Shop now”, it’s essential to know when to use each effectively. For someone new to dropshipping or digital marketing, the choice can seem complex.

Dropshipping: "Shop now"

In the context of dropshipping, where products are sold online without the need for physical stock on the part of the seller, the “Shop now” CTA is very effective. Why is this so?

  • Dropshipping products are often affordable and attractive, prompting impulse purchases.
  • The strategy focuses on driving the customer directly to the purchase page, optimizing the speed of the transaction.

Let’s say you sell uniquely designed phone covers. The “Shop now” button on your Facebook Ads ad facilitates impulse buying, taking the customer straight to the checkout page.

Selling training courses: "Learn more"

When selling online training courses, the “Learn more” button is often the best choice. Why is this?

  • Online training courses often represent a more substantial investment, both in terms of cost and time. Customers therefore need additional information before making a commitment.
  • People are generally looking for more details about the course content, the instructor’s expertise, testimonials from former students, and so on.

If you’re selling a digital marketing training course, using the “Learn more” button takes potential customers to a page with detailed information about the course content, skills acquired, testimonials, etc.

Remember that these recommendations are not universal. A/B testing remains the most reliable tool for determining which CTA works best for your specific campaign.

A/B testing: a valuable tool for choosing your CTA

A/B testing is a method used to compare two versions of the same page to determine which performs better. In the context of Facebook ads, for example, you can create two identical ads with a different CTA: “Shop now” for one and “Learn more” for the other. Performance is then measured by click-through rate (CTR) and cost-per-click (CPC), among other indicators.

How do I set up an A/B Test?

set up an A/B Test

Setting up an A/B Test on Facebook is relatively straightforward, thanks to the “Create tests” tool integrated into the ad manager. You’ll need to :

  • Create two versions of your ad (A and B), the only difference being the CTA.
  • Define your target audience
  • Allocate a budget for each ad version
  • Set test duration

Interpreting A/B test results

Once the test is complete, Facebook will provide you with detailed results. It’s important not to rush to a conclusion based solely on the click-through rate.

Cost per click, conversion rate, return on investment (ROI) and other relevant indicators must be taken into account.

If the ad with the “Shop now” CTA has a higher click-through rate, but the cost per click is also higher, it may be that the “Learn more” CTA is ultimately more profitable.

Learn more vs Shop now in Facebook ads : Conclusion

The choice between “Learn more” and “Shop now” as a CTA in your Facebook Ads depends largely on the nature of your campaign and your objective. The challenge of dropshipping for beginners lies not only in product selection, but also in choosing the right digital marketing strategy.

Understanding the difference between these two CTAs is a key step in maximizing your advertising effectiveness. Remember that choosing the “Learn more vs. Shop now” CTA is only one piece of the puzzle. It must be combined with effective copywriting and A/B testing to ensure the success of your campaign.

To find out more about advertising on Facebook, read our article on budgeting for Facebook Ads.


What is a CTA?

A CTA, or Call To Action, is a button or link designed to prompt visitors to take action. It plays a crucial role in your conversion strategy.

What's the best CTA for dropshipping?

For dropshipping, the “Buy” button is often the ideal choice. It encourages customers to make an immediate purchase.

Which CTA is best for selling online training courses?

For online training courses, “Learn more” is generally more effective. It gives prospects the opportunity to find out more about the training content.

Do I always have to follow these recommendations?

No, these are general recommendations. Your specific situation may require a different choice of CTA. Use A/B testing to find the best CTA for you.

What is A/B testing?

A/B testing is a marketing technique where you compare two different versions of the same page (A and B) to determine which is more effective in terms of user engagement or conversions. It’s a valuable tool for optimizing your CTAs.

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