"My" outperforms "your" on CTAs

"Start my free trial" vs. "Start your free trial." The difference is one word. The conversion difference is typically significant.

First person copy works because it puts the decision in the user's voice. "My" implies ownership before the action happens. The user mentally rehearses the outcome: this is my trial. My account. My guide.

Second person copy ("your") positions the brand as the one doing the giving. It subtly shifts the dynamic from "I'm taking action" to "they're offering me something." The first feels empowering. The second feels like being marketed to.

This pattern holds across CTAs, form labels, and even navigation. "My dashboard" feels more personal than "Your dashboard." "My order history" vs. "Your order history." The change is tiny. The signal is significant.