Minor Changes, Major Lifts: How headline and call-to-action optimization increased conversion 45%

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Minor Changes, Major Lifts: How headline and call-to-action optimization increased conversion 45%

  1. 1. Minor Changes, Major Lifts:How headline and call-to-action optimization increasedconversion 45%
  2. 2. Join the Conversation on Twitter #webclinic #webclinic
  3. 3. Today’s Team Dr. Flint McGlaughlin John Cockburn Managing Director Research Manager Adam Lapp Associate Director, Optimization and Strategy #webclinic
  4. 4. The Problem Optimization Project Completion Rate Only 52% of organizations finish an optimization project … #webclinic
  5. 5. How can I get the largest possible lift with ? the least number of changes to my page?#webclinic
  6. 6. Most Impactful Page ElementsLPO Benchmark Report Chart Top 5 Impactful Page Elements #webclinic
  7. 7. Most Impactful Page Elements Top 5 Impactful Page Elements Today we are going to study how to optimize: • Headlines NOTE: In our next clinic, we will be discussing how to overcome friction in form logic and layout… MarketingExperiments.com/FormFriction #webclinic
  8. 8. Most Impactful Page Elements Top 5 Impactful Page Elements Today we are going to study how to optimize: • Headlines • CTAs NOTE: In our next clinic, we will be discussing how to overcome friction in form logic and layout… MarketingExperiments.com/FormFriction #webclinic
  9. 9. PAGE ELEMENT #1: Optimizing Headlines#webclinic
  10. 10. Experiment: Background and design Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1111Research Notes: Background: A survey company offering to pay its members to take surveys Goal: To increase qualified survey panelist registrations Primary Research Question: Which panelist registration page will have a higher conversion rate? Approach: A/B multifactor split test #webclinic
  11. 11. Experiment: Control Logo Top of Page Logo #webclinic
  12. 12. Experiment: Control Logo Middle of Page #webclinic
  13. 13. Experiment: Control Logo Middle of Page #webclinic
  14. 14. Experiment: Control Logo Bottom of Page #webclinic
  15. 15. Experiment: Control Logo Conversion Heuristic: C = 4m + 3v +2(i-f) - 2a • Using our conversion methodologies, we identified the following potential areas for improving conversion: 1. Reduce Friction (f) by shortening the length of the registration form. 2. Clarify the expression of the Value Proposition (v) by adding a clear headline. #webclinic
  16. 16. Experiment: TreatmentLogo Top of Page Logo • New headline added to clarify the value proposition #webclinic
  17. 17. Experiment: Treatment Logo ID Headline HL1 Set Up Your FREE Account Today and Start Earning Money! HL2 Get Paid to Take FREE Surveys HL3 Take Online Surveys From Home and Win Cash & Prizes HL4 Get Paid to Fill Out Online Surveys HL5 Surveys – Quick, Easy and FREE HL6 Join the [Company Name] Community and Have Your Opinions Count• The level of traffic this HL7 Win Cash & Prizes for Online Surveys page received allowed us HL8 Get Rewarded for Your Opinion to test 10 different HL9 You’re Invited to Join the [Company Name] Community possible headlines for this and to Earn Rewards For Your Opinions offer. HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community 17 #webclinic
  18. 18. Experiment: Treatment Logo • We also reduced the number of required forms from 24 to 15, significantly decreasing the perceived length of the form. #webclinic
  19. 19. Experiment: Side-by-side Logo Logo Control Treatment 19 #webclinic
  20. 20. Experiment: Results 10% increase in registrations The new page design improved the conversion rate by 10.44% CR Rel. Diff. Stat. Conf. Control 26.04% - Treatment (Highest Performing) 28.76% 10.44% 95%  What Youand strengthening the By focusing on areducing the length of the form, Need to Understand: value through clear headline, we were able to generate 10.44% more registrations. #webclinic
  21. 21. Experiment: Results Looking deeper at the results, we were surprised to see some of the treatments performed significantly better than others. This revealed that the difference in conversion did not primarily come from form field reduction, but from the headline. ID Headline Tested CR Rel. Diff. XX Control (No Headline) 26.04% - XX [Headline Hidden] 26.81% 2.95% XX [Headline Hidden] 26.92% 3.36% XX [Headline Hidden] 27.14% 4.24% XX [Headline Hidden] 27.35% 5.03% XX [Headline Hidden] 27.37% 5.12% XX [Headline Hidden] 27.52% 5.67% XX [Headline Hidden] 27.92% 7.23% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 28.76% 10.44% Results: Sorted by relative difference in conversion #webclinic
  22. 22. Experiment: Results Looking deeper at the results, we were surprised to see some of the treatments performed significantly better than others. This revealed that the difference in conversion did not primarily come from form field reduction, but from the headline. ID Headline Tested CR Rel. Diff. Lift attributed to XX Control (No Headline) 26.04% - reducing form XX [Headline Hidden] 26.81% 2.95% friction. XX [Headline Hidden] 26.92% 3.36% XX [Headline Hidden] 27.14% 4.24% XX [Headline Hidden] 27.35% 5.03% XX [Headline Hidden] 27.37% 5.12% XX [Headline Hidden] 27.52% 5.67% XX [Headline Hidden] 27.92% 7.23% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 28.76% 10.44% Results: Sorted by relative difference in conversion #webclinic
  23. 23. Experiment: Results Looking deeper at the results, we were surprised to see some of the treatments performed significantly better than others. This revealed that the difference in conversion did not primarily come from form field reduction, but from the headline. ID Headline Tested CR Rel. Diff. Lift attributed to XX Control (No Headline) 26.04% - reducing form XX [Headline Hidden] 26.81% 2.95% friction. XX [Headline Hidden] 26.92% 3.36% XX [Headline Hidden] 27.14% 4.24% XX [Headline Hidden] 27.35% 5.03% XX [Headline Hidden] 27.37% 5.12% Lift attributed to XX [Headline Hidden] 27.52% 5.67% the headline. XX [Headline Hidden] 27.92% 7.23% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 28.76% 10.44% Results: Sorted by relative difference in conversion #webclinic
  24. 24. Best-performing Headline ID# Headline Tested CR Rel. Diff. HL1 Set Up Your FREE Account Today and Start Earning Money! 27.35% 5.03% HL2 Get Paid to Take FREE Surveys 28.76% 10.44% HL3 Take Online Surveys From Home and Win Cash & Prizes 26.81% 2.95% HL4 Get Paid to Fill Out Online Surveys 27.98% 7.46% HL5 Surveys – Quick, Easy and FREE 27.52% 5.67% HL6 Join the [Company Name] Community and Have Your Opinions Count 26.92% 3.36% HL7 Win Cash & Prizes for Online Surveys 27.37% 5.12% HL8 Get Rewarded for Your Opinion 27.92% 7.23% HL9 You’re Invited to Join the [Company Name] Community and to Earn 27.14% 4.24% Rewards For Your Opinions HL10 Here’s Your First Survey, and an Invitation to Join Our Research 28.35% 8.87% Community #webclinic
  25. 25. Crafting an Effective HeadlineF Key Principles PRINCIPLE #1: All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting effective headlines, emphasize what the visitor GETS, rather than what they must DO. 25 #webclinic
  26. 26. Crafting an Effective HeadlineF Key Principles PRINCIPLE #1: All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting headlines, emphasize what the visitor gets rather than what they must do. PRINCIPLE #2: To help us create effective headlines, we can learn to avoid these five common headline errors: ERROR #1: A headline that is too clever #webclinic
  27. 27. Error #1: Clever headlinesExample Not this… …but this #webclinic
  28. 28. Error #1: Clever headlines Live OptimizationPrimary Channel:Google organicsearches (Mazda andMazda Canada)Target Audience:General publicPage Objective:Click to another pagewith more detail/nextsteps. www.Mazda.ca #webclinic
  29. 29. Crafting an Effective HeadlineF Key Principles PRINCIPLE #1: All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting headlines, emphasize what the visitor gets rather than what they must do. PRINCIPLE #2: To help us create effective headlines, we can learn to avoid these five common headline errors: ERROR #1: A headline that is too clever ERROR #2: A headline that sounds like a title #webclinic
  30. 30. Error #2: Title headlinesExample Not this… #webclinic
  31. 31. Error #2: Title headlinesExample Not this… …but this #webclinic
  32. 32. Error #2: Title headlinesExample Not this… …but this 816% IN CONVERSION #webclinic
  33. 33. Error #2: Title headlines Live OptimizationPrimary Channel:Web searchTarget Audience:Small, growingbusinesses that haventcommitted to hiring afull-time assistant,entrepreneurs andstart-ups, other VAs.Page Objective:Click to another pagewith more detail/nextsteps. http://www.boostdefined.com/ #webclinic
  34. 34. Crafting an Effective HeadlineF Key Principles PRINCIPLE #1: All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting headlines, emphasize what the visitor gets rather than what they must do. PRINCIPLE #2: To help us create effective headlines, we can learn to avoid these five common headline errors: ERROR #1: A headline that is too clever ERROR #2: A headline that sounds like a title ERROR #3: A headline in the form of an empty question #webclinic
  35. 35. Error #3: Empty question headlinesExample Not this… #webclinic
  36. 36. Error #3: Empty question headlinesExample Not this… …but this #webclinic
  37. 37. Error #3: Empty question headlinesExample Not this… 103% IN CONVERSION …but this #webclinic
  38. 38. Error #3: Empty question headlines Live OptimizationPrimary Channel:Google Adwords andDirect trafficTarget Audience:Retail stores, parks andrecreation, cities,government, eventproducersPage Objective:Click to another pagewith more detail/nextsteps. http://www.openaircinema.us/ #webclinic
  39. 39. Crafting an Effective HeadlineF Key Principles PRINCIPLE #1: All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting headlines, emphasize what the visitor gets rather than what they must do. PRINCIPLE #2: To help us create effective headlines, we can learn to avoid these five common headline errors: ERROR #1: A headline that is too clever ERROR #2: A headline that sounds like a title ERROR #3: A headline in the form of an empty question ERROR #4: A headline without a sub-headline #webclinic
  40. 40. Error #4: No sub-headlinesExample Not this… #webclinic
  41. 41. Error #4: No sub-headlinesExample Not this… …but this #webclinic
  42. 42. Error #4: No sub-headlinesExample Not this… …but this 88% IN CONVERSION #webclinic
  43. 43. Error #4: No sub-headlines Live OptimizationPrimary Channel:Google PPC andorganic search for“conference call”services.Target Audience:Businesses where theexecutive assistantchooses the service forthe boss.Page Objective:Click to another pagewith more detail/nextsteps. http://www.onconference.com/ #webclinic
  44. 44. Crafting an Effective HeadlineF Key Principles PRINCIPLE #1: All marketing messages must be centered primarily on the interests of the customer. Therefore, when it comes to crafting headlines, emphasize what the visitor gets rather than what they must do. PRINCIPLE #2: To help us create effective headlines, we can learn to avoid these five common headline errors: ERROR #1: A headline that is too clever ERROR #2: A headline that sounds like a title ERROR #3: A headline in the form of an empty question ERROR #4: A headline without a sub-headline ERROR #5: A headline that is point-middle #webclinic
  45. 45. Error #5: Point-middle headlinesExample Not this… #webclinic
  46. 46. Error #5: Point-middle headlinesExample Not this… …but this #webclinic
  47. 47. Error #5: Point-middle headlinesExample Not this… …but this 16% IN CONVERSION #webclinic
  48. 48. Error #5: Point-middle headlines Live OptimizationPrimary Channel:Organic searchTarget Audience:Small- to medium-sizedbusiness ownersPage Objective:Fill out the lead formon the page. http://thewebshoppe.net/ #webclinic
  49. 49. PAGE ELEMENT #2: The Call-to-action#webclinic
  50. 50. Experiment: Background and design Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1444Research Notes: Background: A large online artist community seeking to sell premium membership to its existing free subscriber base Goal: To increase the number of paid subscribers Primary Research Question: Which treatment will generate the highest clickthrough rate? Approach: A/B multifactor split test #webclinic
  51. 51. Experiment: Control Control: Homepage Control: Testing area Company Name #webclinic
  52. 52. Experiment: Treatment Treatment: Homepage Treatment: Testing Area Company Name pictures #webclinic
  53. 53. Experiment: Side-by-side Control Treatment Company Name Company Name pictures #webclinic
  54. 54. Experiment: Results 45% increase in clickthrough The new CTA design improved clickthrough rate by 45% CR Relative Difference Statistical Confidence Control 0.02% - - Treatment 0.03% 45% 99%  What You Need to Understand:to generatevalue near theclickthrough action, the treatment was able By adding a 45% higher call-to- rate (a major lift, considering the amount of traffic to the homepage). #webclinic
  55. 55. Crafting an Effective CTAF Key Principles PRINCIPLE #1: Behind every call-to-action there is a perceived cost for taking that action. By either reducing the perceived cost or increasing the perceived value in the button copy, we can generally observe an improved response. PRINCIPLE #2: To help us create effective calls-to-action, we can learn to avoid these five common CTA errors: ERROR #1: A CTA without implied value #webclinic
  56. 56. Error #1: A CTA without implied valueExample Not this… #webclinic
  57. 57. Error #1: A CTA without implied valueExample …but this Not this… #webclinic
  58. 58. Error #1: A CTA without implied valueExample …but this Not this… 201% IN CONVERSION #webclinic
  59. 59. Error #1: A CTA without implied value Live OptimizationTarget Audience:M/F 20-50 looking tolose weight, get fit ormaintain an overallhealthy lifestylePage Objective:Enter credit card infoand click to purchaseproduct. http://www.10bucksupplements.com #webclinic
  60. 60. Crafting an Effective CTAF Key Principles PRINCIPLE #1: Behind every call-to-action there is a perceived cost for taking that action. By either reducing the perceived cost or increasing the perceived value in the button copy, we can generally observe an improved response. PRINCIPLE #2: To help us create effective calls-to-action, we can learn to avoid these five common CTA errors: ERROR #1: A CTA without implied value ERROR #2: A CTA among several other CTAs #webclinic
  61. 61. Error #2: A CTA among several othersExample Not this… #webclinic
  62. 62. Error #2: A CTA among several othersExample Not this… …but this #webclinic
  63. 63. Error #2: A CTA among several othersExample Not this… …but this 357% IN MONTHLY CLIENTS #webclinic
  64. 64. Error #2: A CTA among several others Live OptimizationTarget Audience:Expectant and newmothers.Page Objective:Click to another pagewith more detail/nextsteps. http://www.namelynewborns.com/store/ #webclinic
  65. 65. Crafting an Effective CTAF Key Principles PRINCIPLE #1: Behind every call-to-action there is a perceived cost for taking that action. By either reducing the perceived cost or increasing the perceived value in the button copy, we can generally observe an improved response. PRINCIPLE #2: To help us create effective calls-to-actions, we can learn to avoid these five common CTA errors: ERROR #1: A CTA without implied value ERROR #2: A CTA among several other CTAs ERROR #3: A CTA among evenly weighted CTAs #webclinic
  66. 66. Error #3: Evenly weighted CTAsExample Not this… #webclinic
  67. 67. Error #3: Evenly weighted CTAsExample Not this… …but this #webclinic
  68. 68. Error #3: Evenly weighted CTAsExample Not this… 64% IN CONVERSION …but this #webclinic
  69. 69. Error #3: Evenly weighted CTAsLive OptimizationTarget Audience:Latin AmericancustomersPage Objective:Click to another pagewith more detail/nextsteps. http://www.slb.com/latinamerica.aspx #webclinic
  70. 70. Crafting an Effective CTAF Key Principles PRINCIPLE #1: Behind every call-to-action there is a perceived cost for taking that action. By either reducing the perceived cost or increasing the perceived value in the button copy, we can generally observe an improved response. PRINCIPLE #2: To help us create effective calls-to-action, we can learn to avoid these five common CTA errors: ERROR #1: A CTA without implied value ERROR #2: A CTA among several other CTAs ERROR #3: A CTA among evenly weighted CTAs ERROR #4: A CTA “above the fold” #webclinic
  71. 71. Error #4: A CTA “above the fold”Example Not this… #webclinic
  72. 72. Error #4: A CTA “above the fold”Example …but this #webclinic
  73. 73. Error #4: A CTA “above the fold”Example …but this 20% IN CONVERSION #webclinic
  74. 74. Error #4: A CTA “above the fold” Live OptimizationPrimary Channel:Affiliates and GoogleAdwordsTarget Audience:GeneralPage Objective:Download a piece ofcontent. http://www.babylon.com/welcome #webclinic
  75. 75. Crafting an Effective CTAF Key Principles PRINCIPLE #1: Behind every call-to-action there is a perceived cost for taking that action. By either reducing the perceived cost or increasing the perceived value in the button copy, we can generally observe an improved response. PRINCIPLE #2: To help us create effective calls-to-action, we can learn to avoid these five common CTA errors: ERROR #1: A CTA without implied value ERROR #2: A CTA among several other CTAs ERROR #3: A CTA among evenly weighted CTAs ERROR #4: A CTA “above the fold” ERROR #5: A CTA that asks for too much #webclinic
  76. 76. Error #5: A CTA that asks for too muchExample Not this… #webclinic
  77. 77. Error #5: A CTA that asks for too muchExample Not this… …but this #webclinic
  78. 78. Error #5: A CTA that asks for too muchExample Not this… …but this 81% IN CLICKTHROUGH #webclinic
  79. 79. Error #5: A CTA that asks for too much Live OptimizationPrimary Channel:Search engine traffic,word-of-mouth, socialnetworkingTarget Audience:Consumer homes withchildren, age 30-50Page Objective:Enter credit card infoand click to purchaseproduct. http://www.mycommunityfoods.com/ #webclinic
  80. 80. Summary: Putting it all togetherF Key Principles PRINCIPLE #1: To help us create effective headlines, we can learn to avoid these five common headline errors: ERROR #1: A headline that is too clever ERROR #2: A headline that sounds like a title ERROR #3: A headline in the form of an empty question ERROR #4: A headline without a sub-header ERROR #5: A headline that is point-middle PRINCIPLE #2: To help us create effective calls-to-action, we can learn to avoid these five common CTA errors: ERROR #1: A CTA without implied value ERROR #2: A CTA among several other CTAs ERROR #3: A CTA among evenly weighted CTAs ERROR #4: A CTA “above the fold” ERROR #5: A CTA that asks for too much #webclinic
  81. 81. Tune in for our next clinic… #webclinic
  82. 82. Experiment: Background and design Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1546Research Notes: Background: A luxury home builder seeking to sell homes to upper-class families Goal: To increase the number of leads Primary Research Question: Which treatment will generate the highest lead rate? Approach: A/B multifactor split test #webclinic
  83. 83. Experiment: Control Logo Community Name Control #webclinic
  84. 84. Experiment: Control Control (Step 2) Community Name Phone Legal #webclinic
  85. 85. Experiment: Treatment Logo Community Name Treatment Community #webclinic
  86. 86. Experiment: Side-by-side Control Treatment Community Community Get the results in our next FREE clinic… MarketingExperiments.com/FormFriction #webclinic

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