The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response

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Think for a moment about your current calls-to-action on your main offer pages. Are they in the right place on the page? Are they generating enough customer response? Is your CTA copy optimized?
What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?
In this 35-minute Web clinic, the MECLABS research team will cover the essentials to swiftly modify your CTAs for a performance lift. In addition, we will be reviewing your CTAs live, so you can apply everything you learn in the clinic to your own optimization efforts.

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  • I'm glad you found them helpful!

    If you're interested in Web optimization, MEx also co-hosted an event in May, with some really great top takeaways (webinar replay) http://bit.ly/1lRYhbq.

    Hope you find that valuable!
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  • Fantastic tips! We've always had trouble identifying the perfect CTA - this will certainly make a difference in our approach to CTAs.
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The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response

  1. 1. The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response
  2. 2. We’re sharing on Twitter! #WebClinic
  3. 3. Background: A large global media company seeking to sell premium software to businesses. Goal: To move visitors to the next step in the funnel. Research Question: Which button text will result in a significant increase in clicks and leads captured? Test Design: Single factorial A/B split Experiment ID: TP1785 Record Location: MarketingExperiments Library Research Partner: (Protected) Experiment: Background
  4. 4. Background: Side-by-side Treatment A Treatment B Treatment C Treatment D Treatment E
  5. 5. Button Text Click Rate % Rel. Change Start Free Trial 19.66% -- Try Now 14.45% -26.5% Start Here 17.69% -10.0% Get Started 18.22% -7.3% Get Started Now 21.98% 11.8% Relative increase in clickthrough12%“Get Started Now” significantly outperformed every other button text treatment. Experiment: Results
  6. 6. Experiment: Results In order of performance 14.45% 17.69% 18.22% 19.66% 21.98% • Why didn’t “Start Free Trial” win? Doesn’t that offer the most value for the customer? • Why did “Start Free Trial” outperform “Get Started?”
  7. 7. Experiment: Results What expectation does this text create??
  8. 8. Experiment: Results How does the expectation change with this text??
  9. 9. FKey Principles 1. The call-to-action cannot be viewed in a vacuum; it must be viewed in context of the entire conversation that is occurring in the customer’s mind. What you need to understand
  10. 10. • The call-to-action is not limited to just a button; it encompasses every element on a page that transfers customer conversation into customer action. The customer conversation Moment of Orientation Conversation Value Exchange First 7 Seconds Subsequent minutes Customer Experience Timeline
  11. 11. What would you test next??
  12. 12. Are there any underlying principles for creating and identifying a high-performing call-to-action? ?
  13. 13. High-performing calls-to-action First, we started by collecting and analyzing all case studies from our library that isolated the call-to-action as it relates to the customer conversation. 100+ statistically conclusive experiments 500+ printed pages of test data 250+ creative samples Meta-analysis
  14. 14. High-performing calls-to-action While conducting our examination, we identified five principles common to case studies that produced a significant increase in response (either step clicks or end conversions). Meta-analysis
  15. 15. In today’s clinic, we will quickly review each of the five principles discovered and illustrate how they connect to creative elements on your webpages. Today’s focus
  16. 16. The Principle of Alignment Effective CTAs are aligned to the specific customer desires and/or needs. High-performing calls-to-action
  17. 17. Protocol ID: TP1501The principle of alignment To this From this 7%In Clicks 125%In Conversions The original call-to-action assumes customers will find value in understanding their problem. This call-to-action tests to discover if customers find more value in a proposed solution.
  18. 18. Protocol ID: TP1499The principle of alignment From this To this This call-to-action set assumes most arriving customers are interested in quickly finding the right information. This call-to-action tests to discover if arriving customers are interested in various degrees of first steps. 35%In Clicks
  19. 19. Protocol ID: TP1637The principle of alignment From this To this 229%In Sales Qualified Leads This call-to-action assumes all customers will connect their specific needs to this catchall next step. This call-to-action combination tests to discover if there is an additional group of customers seeking very specific information.
  20. 20. The Principle of Alignment Effective CTAs are aligned to the specific customer desires and/or needs. The Principle of Timing Effective CTAs are presented at the right time in the conversation with the customer. High-performing calls-to-action
  21. 21. Protocol ID: TP1583The principle of timing From this To this This page presents arriving customers with a call-to- action almost immediately. This page moves that entire call-to-action to a tab, encouraging visitors to focus on the content prior to considering action. 120%In Conversion
  22. 22. Protocol ID: TP1901The principle of timing From this This page also presents arriving customers with a call-to-action almost immediately. This page moves that call-to-action to a time- delayed pop-under, and for these customers, misses the opportunity to convert interest into action. 29%In Conversion To this
  23. 23. The Principle of Alignment Effective CTAs are aligned to the specific customer desires and/or needs. The Principle of Timing Effective CTAs are presented at the right time in the conversation with the customer. The Principle of Absorption Effective CTAs are easy to absorb for the customer as they are scanning the page. High-performing calls-to-action
  24. 24. Protocol ID: TP1073The principle of absorption X Y Y X From this To this The primary, desired call- to-action is difficult to clearly see in this design. This design is adjusted to ensure customers will see the opportunity to create a free alert. 2,793%In Alerts Created
  25. 25. Protocol ID: TP1746The principle of absorption From this The design of each call-to- action section creates difficulty for customers wanting to understand what they can expect from a click. This design is adjusted to ensure that customers will clearly understand where they will go and what they should expect. 177%In Clickthrough To this
  26. 26. Protocol ID: TP1169The principle of absorption The specific design of this call-to-action makes it difficult for customers to process the options proposed. This design presents the very same information in a way that helps the reader process options with significantly less friction. 36%In Paid Subscriptions From this To this
  27. 27. The Principle of Alignment Effective CTAs are aligned to the specific customer desires and/or needs. The Principle of Timing Effective CTAs are presented at the right time in the conversation with the customer. The Principle of Absorption Effective CTAs are easy to absorb for the customer as they are scanning the page. The Principle of Negation Effective CTAs appear to be the only meaningful choice for your ideal customer. High-performing calls-to-action
  28. 28. Protocol ID: TP1560The principle of negation To this From this To the customer, these three calls-to-action are difficult to separate in their mind. These three calls-to- action, however, are written to help the customer immediately identify their ideal path. 331%In Conversions
  29. 29. Protocol ID: TP1640The principle of negation From this To this To the customer, the only immediate, discernable difference between the three options is the name and price. In this treatment, copy is re-written and presented to provide an immediate distinction between products, helping customers identify their ideal path. 63%In Revenue/Visit 41%In Revenue/Conversion
  30. 30. The Principle of Alignment Effective CTAs are aligned to the specific customer desires and/or needs. The Principle of Timing Effective CTAs are presented at the right time in the conversation with the customer. The Principle of Absorption Effective CTAs are easy to absorb for the customer as they are scanning the page. The Principle of Negation Effective CTAs appear to be the only meaningful choice for your ideal customer. The Principle of Redundancy Effective CTAs re-emphasize the essential value of taking the action. High-performing calls-to-action
  31. 31. Product Name Protocol ID: TP1552The principle of redundancy From this To this This “add to cart” pop-up summarizes their action with essential product information. This pop-up, however, re-emphasizes a money-back guarantee presented earlier in the process. 37%In Conversion Product Name
  32. 32. Protocol ID: TP1305The principle of redundancy From this To this This call-to-action form isolates all content before the information exchange begins. This form, however, adds a single testimonial to support the moment of action. 35%In Conversion
  33. 33. FKey Principles 1. The call-to-action cannot be viewed in a vacuum; it must be viewed in context of the entire conversation that is occurring in the customer’s mind. 2. A meta-analysis of more than 100 statistically conclusive tests identified five principles common to case studies that produced a significant increase in response: 1. The principle of alignment 2. The principle of timing 3. The principle of absorption 4. The principle of negation 5. The principle of redundancy Summary of discoveries
  34. 34. Live Optimization Calls-to-action
  35. 35. Live optimization Primary Audience: B2B Primary Objective: Click through to the lead form CenturyLink Technology Solutions http://bit.ly/1cHLJPM #WebClinic
  36. 36. Live optimization Primary Audience: Customers looking to store Primary Objective: Click to form-fill page Fetch Storage http://bit.ly/1fQB9IV #WebClinic
  37. 37. Live optimization Primary Audience: NASCAR fans Primary Objective: Sell event tickets Daytona International Speedway http://bit.ly/1c8Wojb #WebClinic
  38. 38. Live optimization Primary Audience: Businesses Primary Objective: Link professionals to businesses Comparendo http://bit.ly/1cK1fgs #WebClinic
  39. 39. Background: A large well-known insurance carrier. Goal: To increase the number of lead responses to a scripted voicemail. Research Question: Which voicemail script will generate the most lead responses? Test Design: A/B single factor split test Experiment ID: Pending Record Location: MECLABS Research Library Research Partner: (Protected) Next Clinic: Experiment background
  40. 40. Next Clinic: Treatment A Hello, ___, my name is Lisa and I am calling with [Insurance Company]. We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment A
  41. 41. Next Clinic: Treatment B Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant; we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment B
  42. 42. Next Clinic: Side-by-side Treatment A Hello, ___, my name is Lisa and I am calling with [Insurance Company]. We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant; we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment B
  43. 43. Which treatment won?
  44. 44. Live March 26 at 4:00 pm EDT • The exact changes in the script that achieved the 31% increase • Why each of those changes improved performance • How you can apply the same principles to your call scripts • Key strategies from the underlying theory of lead nurturing Join the live 35-minute Web clinic To see the results To join live, register at the link below: MarketingExperiments.com/LeadNurturingTested
  45. 45. See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x

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