If you want users to act right away, use commands like “Sign Up” or “Add to Cart.” These are direct and clear, which works when users already know what they want. If you want to spark curiosity or help them explore, use questions like “What’s your style?” or “Need help choosing?” These feel more personal and inviting, which is great for users who might need guidance. Match the style to your brand’s voice. Commands work well for confident, professional tones, while questions suit playful or conversational vibes.

Lastly, think about timing. Use questions earlier in a journey and commands when they’re ready to act. You can mix them too. For example, “Not sure what to pick? Start here.” When mixing, make sure the question feels helpful, and the command provides a clear next step. This keeps the tone friendly while guiding users.

Remember, commands are action-driven, while questions build engagement. Test both styles to see what works best for your audience and their mindset at each step.