Calls-to-Action for Maximum Conversions

How to Optimize and Test:

Michael Aagaard

Copywriter, Test Junkie

ContentVerve.com

2

Experiment 1: Background

Experiment ID: WriteWork.com Payment Page Test Location: Michael Aagaard Research Library

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

Research Notes:

3

Experiment 1: Control

4

Experiment 1: Treatment

5

Experiment 1: Control vs. Treatment

Control: Treatment:

6

Experiment 1: Results

31% increase in payments The Treatment CTA Copy Increased Conversions by 31.03%

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%

Variant CR Relative

Difference Statistical

Confidence

Control 27.63% - -

Treatment 36.21% +31.03% 98%

!

7

Experiment 2: Background

Experiment ID: RoyalCopenhagen.com CTA color test Location: Michael Aagaard Research Library

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

Research Notes:

8

Experiment 2: Control

9

Experiment 2: Treatment

10

Experiment 2: Control vs. Treatment

Control: Treatment:

11

Experiment 2: Results

35% increase in sales via product pages The Treatment CTA Color Increased Conversions by 35.81%

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%

Variant CR Relative

Difference Statistical

Confidence

Control 1.05% - -

Treatment 1.43% +35.81% 98%

!

12

What you need to understand about CTAs

13

What You Need to Understand about CTAs

CTA

ConversionBounce

The Tipping Point Between Bounce and Conversion

14

What You Need to Understand about CTAs

CTA CTA Email Landing

Page

Form

Page

Thank

You

Step1. Step 2. Step 3. Step 4.

CTA

CTAs tie each step in the conversion funnel together and make it possible to move from one step on to the next.

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

What You Need to Understand about CTAs

16

What You Need to Understand about CTAs

Where should I click?

Design: shape and color are important visual cues that help attract attention to the button placement.

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?

18

What You Need to Understand about CTAs

19

What You Need to Understand about CTAs

SU BMIT !

20

Optimization Principles

21

Optimization Principles: Button 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

Optimization Principles: Design

23

Optimization Principles in action: Design

Call to action >>+

24

Experiment 2:

Control: Treatment:

25

Optimization Principles: Design

26

Optimization Principles: Design

27

Optimization Principles: Design

What You Need to Understand: Changing the design of the button increased conversions by 145.99%

Variant CR Relative

Difference Statistical

Confidence

Control 7.52% - -

Treatment 18.49% 145.99% 99.9%

!

145% increase in sales via product pages The Treatment CTA Design Increased Conversions by 145.99%

28

Optimization Principles: Design

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%

30

Optimization Principles: Design

Control:

Treatment:

31

Optimization Principles: Design

-18.01% in CTR The Treatment CTA Font Color Decreased Conversions by -18.01%

What You Need to Understand: Changing the font color generated a negative lift of -18.01%

Variant CR Relative

Difference Statistical

Confidence

Control 9.19% - -

Treatment 7.54% -18.01% 97%

!

32

Optimization Principles: CTA 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

Optimization Principles: Copy

34

Optimization Principles: CTA Copy

Buy Membership Get Your Membership Find Gym & Get Membership

N egat ive: Ads Value: Ads Relevance:

35

Optimization Principles: CTA Copy

Step1-LandingPage: Step2-PricingPage: Step3-PaymentPage:

36

Optimization Principles: CTA Copy

Control:

Treatment:

64% increase in CTR Statistical Confidence 99.9%

37

Optimization Principles: CTA Copy

Control:

Treatment:

11.95% increase in CTR Statistical Confidence 99%

38

Optimization Principles: CTA Copy

Control:

Treatment:

31% Increase in Payment Statistical Confidence 98%

39

Optimization Principles: CTA Copy

40

Optimization Principles: CTA Copy

Control:

Treatment:

41

Optimization Principles: CTA Copy

Control:

Treatment:

90% increase in conversions The Treatment Copy Increased Sign-ups by 90%

42

CTA Placement

43

CTA Placement:

304% increase in conversions Statistical Confidence 98%

44

CTA Placement:

45

CTA Placement:

TreatmentA: TreatmentB:Control:

26% increase in CTR

7% increase in CTR

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

47

Thanks for listening!

michael@contentverve.com

Twitter.com/ContentVerve

Facebook.com/ContentVerve

For more case studies & CRO articles:

Got questions?: