How to Optimize and Test - Home | MECLABS...Your CTAs consist of two overall elements: • Design...

Calls-to-Action for Maximum Conversions

How to Optimize and Test:

Michael Aagaard

Copywriter, Test Junkie

ContentVerve.com

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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:

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Experiment 1: Control

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Experiment 1: Treatment

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Experiment 1: Control vs. Treatment

Control: Treatment:

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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%

!

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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:

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Experiment 2: Control

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Experiment 2: Treatment

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Experiment 2: Control vs. Treatment

Control: Treatment:

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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


Confidence

Control 1.05% - -

Treatment 1.43% +35.81% 98%

!

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What you need to understand about CTAs

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What You Need to Understand about CTAs

CTA

ConversionBounce

The Tipping Point Between Bounce and Conversion

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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.

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Where should I click?

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

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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?

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SU BMIT !

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Optimization Principles

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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

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Optimization Principles: Design

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Optimization Principles in action: Design

Call to action >>+

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Experiment 2:

Control: Treatment:

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

Variant CR Relative


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%

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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%

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Control:

Treatment:

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-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


Confidence

Control 9.19% - -

Treatment 7.54% -18.01% 97%

!

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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

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Optimization Principles: Copy

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Buy Membership Get Your Membership Find Gym & Get Membership

N egat ive: Ads Value: Ads Relevance:

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

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Control:

Treatment:

64% increase in CTR Statistical Confidence 99.9%

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Control:

Treatment:

11.95% increase in CTR Statistical Confidence 99%

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Control:

Treatment:

31% Increase in Payment Statistical Confidence 98%

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Control:

Treatment:

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Control:

Treatment:

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

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CTA Placement

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CTA Placement:

304% increase in conversions Statistical Confidence 98%

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CTA Placement:

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CTA Placement:

TreatmentA: TreatmentB:Control:

26% increase in CTR

7% increase in CTR

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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

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Thanks for listening!

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How to Optimize and Test - Home | MECLABS...Your CTAs consist of two overall elements: • Design...

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