Your SlideShare is downloading. ×
iLive 2013 - Michael Aagaard - How to Test and Optimize Calls-to-Action for Maximum Conversion
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

iLive 2013 - Michael Aagaard - How to Test and Optimize Calls-to-Action for Maximum Conversion

619
views

Published on

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
619
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How  to  Op(mize  &  Test  Calls-­‐to-­‐Ac(on  for  Maximum  Conversion  Vs.  With  Michael  Aagaard,  Split  Test  Junkie  /  Copy  Fana7c,  ContentVerve.com            
  • 2. 2  Experiment  1:  Background  Experiment  ID:  Unbounce.com  PPC  Landing  Page  Test  Loca(on:  Michael  Aagaard  Research  Library  Background:  Unbounce.com  a  self-­‐serve  hosted  service  that  provides  marketers  with  an  easy  way  to  build  and  test  landing  pages  without  the  need  for  IT    Objec(ve:  Increase  number  of  trial  account  sign-­‐ups      Test  Design:  A/B  split  test      Research  Notes:  
  • 3. VariantA: VariantB:
  • 4. 4  VariantA: VariantB:
  • 5. 5  VariantA: VariantB:
  • 6. 6  Control:((( Treatment:(((
  • 7. 7  Control:((( Treatment:(((
  • 8. 8  It  is  not  the  magnitude  of  change  on  the  “page”  that  impacts  conversion;  it  is  the  magnitude  of  change  in  the  “mind”  of  the  prospect.    -­‐  Dr.  Flint  McGlaughlin      
  • 9. 9  Experiment  2:  Background  Experiment  ID:  WriteWork.com  Payment  Page  Test  Loca(on:  Michael  Aagaard  Research  Library  Background:  WriteWork.com  a  subscrip7on-­‐based  educa7on  website  for  college  and  university  students    Objec(ve:  Increase  number  of  subscrip7ons  sold    Primary  Research  Ques(on:  Which  CTA  copy  will  make  most  poten7al  customers  pay  for  a  subscrip7on?  Test  Design:  A/B  split  test      Research  Notes:  
  • 10. 10  Experiment  1:  Control  
  • 11. 11  Experiment  1:  Treatment  
  • 12. 12  Experiment  1:  Control  vs.  Treatment  Control:((( Treatment:
  • 13. 13  Experiment  1:  Results                    31%  Increase  in  payments                        The  Treatment  CTA  Copy  Increased  Conversions  by  31.03%  Variant   CR  Rela(ve  Difference  Sta(s(cal  Confidence  Control   27.63%   -­‐   -­‐  Treatment   36.21%   +31.03%            98%  
  • 14. 14  Experiment  3:  Background  Experiment  ID:  RoyalCopenhagen.com  CTA  color  test        Loca(on:  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.    Objec(ve:  To  get  more  visitors  to  add  a  product  to  cart  and  complete  the  purchase  from  product  pages  on  the  online  store.    Primary  Research  Ques(on:  Which  CTA  color  will  generate  most  sales?  Test  Design:  A/B  split  test      Research  Notes:  
  • 15. 15  Experiment  2:  Control  
  • 16. 16  Experiment  2:  Treatment  
  • 17. 17  Experiment  2:  Control  vs.  Treatment  Control:((( Treatment:
  • 18. 18  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  bu_on  color  to  bring  out  the  the  CTA,  the  company  was  able  to  increase  conversions  by  35.81%  Variant   CR  Rela(ve  Difference  Sta(s(cal  Confidence  Control   1.05%   -­‐   -­‐  Treatment   1.43%   +35.81%            98%  !  
  • 19. 19  What  you  need  to  understand  about  CTAs  
  • 20. 20  What  You  Need  to  Understand  about  CTAs  CTAConversionBounceThe  Tipping  Point  Between  Bounce  and  Conversion  
  • 21. 21  What  You  Need  to  Understand  about  CTAs  CTA CTAEmail LandingPageFormPageThankYouStep1. Step 2. Step 3. Step 4.CTACTAs  &e  each  step  in  the  conversion  funnel  together  and  make  it  possible  to  move  from  one  step  on  to  the  next.  
  • 22. Your  CTAs  consist  of  two  overall  elements:      •  Design  (color,  shape,  size)    •  Copy  (the  text  in  the  bu_on)    In  order  to  op7mize  for  maximum  conversions,  you  need  to  understand  the  interrela(onship  between  these  two  elements  and  the  roles  they  play  in  the  conversion  sequence.      22  What  You  Need  to  Understand  about  CTAs  
  • 23. 23  What  You  Need  to  Understand  about  CTAs  Where should I click?Design:  shape  and  color  are  important  visual  cues  that  help  a_ract  a_en7on  to  the  buon  placement.  
  • 24. 24  What  You  Need  to  Understand  about  CTAs  Copy:  in  the  last  cri7cal  moment  when  the  prospect  has  to  make  up  her  mind,  it’s  the  CTA  copy  that  impacts  her  final  decision.  Why Should I Clickthis Button?
  • 25. 25  What  You  Need  to  Understand  about  CTAs  
  • 26. 26  What  You  Need  to  Understand  about  CTAs  SUBMIT!
  • 27. 27  Op(miza(on  Principles  
  • 28. 28  Op(miza(on  Principles:  Buon  Design  
  • 29.  • CTA  design  is  a  visual  cue  “I’m  a  buJon  –  you  can  click  me!”    • Your  bu_on  should  stand  out  from  the  rest  of  the  content/layout    • Your  instruments  are  first  and  foremost  color,  size,  and  shape    29  Op7miza7on  Principles:  Design  
  • 30. 30  Op7miza7on  Principles  in  ac7on:  Design  Control:((( Treatment:
  • 31. 31  Op7miza7on  Principles  in  ac7on:  Design  Call to action >>+
  • 32. 32  Op7miza7on  Principles:  Design  Control:  
  • 33. 33  Op7miza7on  Principles:  Design  Treatment:  
  • 34. 34  Op7miza7on  Principles:  Design  What  You  Need  to  Understand:  Changing  the  design  of  the  bu_on  increased  conversions  by  145.99%  Variant   CR  Rela(ve  Difference  Sta(s(cal  Confidence  Control      7.52%   -­‐   -­‐  Treatment   18.49%   145.99%            99.9%  !                    145%  increase  in  conversions                        The  Treatment  CTA  Design  Increased  Conversions  by  145.99%  
  • 35. 35  Op7miza7on  Principles:  Design  
  • 36. 36  Op7miza7on  Principles:  Design                    Decreased  conversions  by  12.29%                        Removing  the  Arrow  Decreased  Conversions  by  12.29%                                            StaSsScal  Confidence  99%  Control:   Treatment:  
  • 37. 37  Op7miza7on  Principles:  Design  Control:(((Treatment:
  • 38. 38  Op7miza7on  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  from  black  to  yellow  generated  a  nega7ve  lih  of  -­‐18.01%    Variant   CR  Rela(ve  Difference  Sta(s(cal  Confidence  Control   9.19%   -­‐   -­‐  Treatment   7.54%   -­‐18.01%            97%  !  
  • 39. 39  Op7miza7on  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%  
  • 40. 40  Op7miza7on  Principles:  Design                    31%  increase  in  conversions                          The  Treatment  CTA  Increased  Conversions  by  31.03%  
  • 41. 41  Op(miza(on  Principles:  CTA  Copy  
  • 42.  • In  the  last  cri7cal  moment,  CTA  copy  is  what  makes  prospect  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  he/she  has  to  part  with    42  Op7miza7on  Principles:  Copy  
  • 43. 43  Op7miza7on  Principles:  CTA  Copy  Buy MembershipNegative:Buon  Copy  Landing  Page  Gym  Membership:    1. The  prospects’  mo7va7on  is  to  get  a  membership  at  a  local  gym  (the  actual  loca7on  of  the  gym  is  crucial)    2. When  they  click  the  bu_on,  they’ll  get  the  opportunity  to  find  a  gym  and  buy  a  membership      
  • 44. 44  Op7miza7on  Principles:  CTA  Copy  Buon  Copy  Landing  Page  Gym  Membership:    1. The  prospects’  mo7va7on  is  to  get  a  membership  at  a  local  gym  (the  actual  loca7on  of  the  gym  is  crucial)    2. When  they  click  the  bu_on,  they’ll  get  the  opportunity  to  find  a  gym  and  buy  a  membership      Buy Membership GetYour MembershipNegative: Ads Value:
  • 45. 45  Op7miza7on  Principles:  CTA  Copy  Buon  Copy  Landing  Page  Gym  Membership:    1. The  prospects’  mo7va7on  is  to  get  a  membership  at  a  local  gym  (the  actual  loca7on  of  the  gym  is  crucial)    2. When  they  click  the  bu_on,  they’ll  get  the  opportunity  to  find  a  gym  and  buy  a  membership      Buy Membership GetYour Membership Find Gym & Get MembershipNegative: Ads Value: Ads Relevance:
  • 46. 46  Op7miza7on  Principles:  CTA  Copy  Step%1%%Landing%Page:%%% Step%2%%Pricing%Page:%%% Step%3%%Payment%Page:%%%
  • 47. 47  Op7miza7on  Principles:  CTA  Copy  Control:(((Treatment:                  64%  increase  in  CTR    StaSsScal  Confidence  99.9%  Step  1  –  Landing  Page:    
  • 48. 48  Op7miza7on  Principles:  CTA  Copy  Control:(((Treatment:                  11.95%  Increase  in  CTR    StaSsScal  Confidence  99%  Step  2  –  Pricing  Page:    
  • 49. 49  Op7miza7on  Principles:  CTA  Copy  Control:(((Treatment:                      31%  Increase  in  Payments        StaSsScal  Confidence  98%  Step  3  –  Payment  Page:    
  • 50. 50  Op7miza7on  Principles:  CTA  Copy  How  to  write  CTA  copy  that  conveys  value  and  relevance:    1.  What  is  my  prospect’s  mo7va7on  for  clicking  this  bu_on?      2.  What  is  my  prospect  going  to  get,  when  he/she  clicks  the  bu_on?  
  • 51. 51  Op7miza7on  Principles:  CTA  Copy  
  • 52. 52  Op7miza7on  Principles:  CTA  Copy  Control:((( Treatment:(((
  • 53. 53  CTA  Placement  
  • 54. 54  CTA  Placement:                      304%  increase  in  conversions                            StaSsScal  Confidence  98%  
  • 55. 55  CTA  Placement:    
  • 56. 56  CTA  Placement:    !Treatment!A: !Treatment!B:Control:!!!          26%  increase  in  CTR                                    7%  increase  in  CTR                          
  • 57. 57  5  steps  for  tes(ng  your  calls-­‐to-­‐ac(on:    1.  Diagnose  your  call-­‐to-­‐ac7on  –  create  a  hypothesis  about  what  is  wrong    2.  Use  the  op7miza7on  principles  to  come  up  with  possible  treatments    3.  Assess  whether  copy  changes,  design  changes  or  both  will  have  the  greatest  impact    4.  I  recommend  a  simple  A/B  split  test    5.  The  click  itself  is  an  important  conversion  goal  –  but  remember  to  track  the  final  conversion  goal.  Some7mes  CTR  goes  up  but  e.g.  sign-­‐ups  go  down  and  vice  versa          
  • 58. 58  Design  high-­‐conver(ng  CTA  buons  with  BuonOp(mizer.com  
  • 59. 59  Thanks  for  listening!    michael@contentverve.comTwitter.com/ContentVerveFacebook.com/ContentVerveFor  more  case  studies  &  CRO  ar(cles:    Got  ques(ons?: