How to Optimize and Test:

Transcription

1 How to Optimize and Test: Calls-to-Action for Maximum Conversions Michael Aagaard Copywriter, Test Junkie ContentVerve.com

2 Experiment 1: Background Experiment ID: WriteWork.com Payment Page Test Location: Michael Aagaard Research Library Research Notes: Background: WriteWork.com a subscription-based education website for college and university students Objective: Increase number of subscriptions sold Primary Research Question: Which CTA copy will make most potential customers pay for a subscription? Test Design: A/B split test 2

3 Experiment 1: Control 3

4 Experiment 1: Treatment 4

5 Experiment 1: Control vs. Treatment Control: Treatment: 5

6 Experiment 1: Results 31% increase in payments The Treatment CTA Copy Increased Conversions by 31.03% Variant CR Relative Difference Statistical Confidence Control 27.63% - - Treatment 36.21% % 98%! What You Need to Understand: By changing the CTA copy to emphasize the value of clicking the button the company was able to increase payments by 31% 6

7 Experiment 2: Background Experiment ID: RoyalCopenhagen.com CTA color test Location: Michael Aagaard Research Library Research Notes: Background: Denmark-based Royal Copenhagen is one of the world s oldest companies and is world renowned for exclusive quality, hand-painted porcelain. Objective: To get more visitors to add a product to cart and complete the purchase from product pages on the online store. Primary Research Question: Which CTA color will generate most sales? Test Design: A/B split test 7

8 Experiment 2: Control 8

9 Experiment 2: Treatment 9

10 Experiment 2: Control vs. Treatment Control: Treatment: 10

11 Experiment 2: Results 35% increase in sales via product pages The Treatment CTA Color Increased Conversions by 35.81% Variant CR Relative Difference Statistical Confidence Control 1.05% - - Treatment 1.43% % 98%! What You Need to Understand: By changing the button color to bring out the the CTA, the company was able to increase conversions by 35.81% 11

12 What you need to understand about CTAs 12

13 What You Need to Understand about CTAs The Tipping Point Between Bounce and Conversion CTA Bounce Conversion 13

14 What You Need to Understand about CTAs CTAs tie each step in the conversion funnel together and make it possible to move from one step on to the next. Step1. Step 2. Step 3. Step 4. CTA Landing Page CTA Form Page CTA Thank You 14

15 What You Need to Understand about CTAs Your CTAs consist of two overall elements: Design (color, shape, size) Copy (the text in the button) In order to optimize for maximum conversions, you need to also understand the interrelationship between these two elements and the roles they play in the conversion sequence. 15

16 What You Need to Understand about CTAs Design: shape and color are important visual cues that help attract attention to the button placement. Where should I click? 16

17 What You Need to Understand about CTAs Copy: in the last critical moment when the prospect has to make up her mind, the CTA copy is what she ll interact with. Why Should I Click this Button? 17

18 What You Need to Understand about CTAs 18

19 What You Need to Understand about CTAs SU BM IT! 19

20 Optimization Principles 20

21 Optimization Principles: Button Design 21

22 Optimization Principles: Design CTA design is a visual cue I m a button you can click me! Your button should stand out from the rest of the content/layout Your instruments are first and foremost color, size, and shape 22

23 Optimization Principles in action: Design Call to action >> + 23

24 Experiment 2: Control: Treatment: 24

25 Optimization Principles: Design 25

26 Optimization Principles: Design 26

27 Optimization Principles: Design 145% increase in sales via product pages The Treatment CTA Design Increased Conversions by % Variant CR Relative Difference Statistical Confidence Control 7.52% - - Treatment 18.49% % 99.9%! What You Need to Understand: Changing the design of the button increased conversions by % 27

28 Optimization Principles: Design 28

29 Optimization Principles: Design 31% increase in conversions The Treatment CTA Increased Conversions by 31.03% 10% decrease in conversions The Treatment CTA size decreased Conversions by 10.56% 29

30 Optimization Principles: Design Control: Treatment: 30

31 Optimization Principles: Design % in CTR The Treatment CTA Font Color Decreased Conversions by % Variant CR Relative Difference Statistical Confidence Control 9.19% - - Treatment 7.54% % 97%! What You Need to Understand: Changing the font color generated a negative lift of % 31

32 Optimization Principles: CTA Copy 32

33 Optimization Principles: Copy In the last critical moment, CTA copy is what makes prospects click The more value and relevance the copy conveys, the more clicks it will get Focus on what the prospect gets by clicking the CTA rather than what she has to part with 33

34 Optimization Principles: CTA Copy N egat ive: Ads Value: Ads Relevance: Buy Membership Get Your Membership Find Gym & Get Membership 34

35 Optimization Principles: CTA Copy Step 1 - Landing Page: Step 2 - Pricing Page: Step 3 - Payment Page: 35

36 Optimization Principles: CTA Copy Control: Treatment: 64% increase in CTR Statistical Confidence 99.9% 36

37 Optimization Principles: CTA Copy Control: Treatment: 11.95% increase in CTR Statistical Confidence 99% 37

38 Optimization Principles: CTA Copy Control: Treatment: 31% Increase in Payment Statistical Confidence 98% 38

39 Optimization Principles: CTA Copy 39

40 Optimization Principles: CTA Copy Control: Treatment: 40

41 Optimization Principles: CTA Copy Control: Treatment: 90% increase in conversions The Treatment Copy Increased Sign-ups by 90% 41

42 CTA Placement 42

43 CTA Placement: 304% increase in conversions Statistical Confidence 98% 43

44 CTA Placement: 44

45 CTA Placement: Control: Treatment A: Treatment B: 7% increase in CTR 26% increase in CTR 45

46 5 steps for testing your calls-to-action: 1. Diagnose your call-to-action create a hypothesis about what is wrong 1. Use the optimization principles to come up with possible treatments 1. Assess whether copy changes, design changes or both will have the greatest impact 1. I recommend a simple A/B split test 1. The click itself is an important conversion goal but remember to track the final conversion goal. Sometimes CTR goes up but e.g. sign-ups go down and vice versa 46

47 Thanks for listening! For more case studies & CRO articles: Got questions?: Twitter.com/ContentVerve Facebook.com/ContentVerve 47