Avoid contextual words for CTA buttons (e.g. ‘Continue’ or ‘Back’)
The issue with ambiguous words for the CTA is that they’re confusing. ‘Continue’ could mean submit and next step. Another example is ‘Back’. Back where? Back to the previous page? Back to the homepage, search page? Where?
Depending on the customer’s thinking and the context for how they arrived at the page, these contextual words mean different things.
Be clear. Tell them where they’re going. Don’t leave room for interpretation.
Say ‘Shop More’, ‘Check out Now’, ‘Provide Shipping Info’, etc.