How  to  Op(mize  &  Test  Calls-­‐to-­‐Ac(on  for  Maximum  Conversion  Vs.	  With  Michael  Aagaard,	  Split	  Test	  Ju...
2	  Experiment	  1:	  Background	  Experiment  ID:  Unbounce.com	  PPC	  Landing	  Page	  Test	  Loca(on:  Michael	  Aagaa...
VariantA: VariantB:
4	  VariantA: VariantB:
5	  VariantA: VariantB:
6	  Control:((( Treatment:(((
7	  Control:((( Treatment:(((
8	  It  is  not  the  magnitude  of  change  on  the  “page”  that  impacts  conversion;  it  is  the  magnitude  of  chan...
9	  Experiment	  2:	  Background	  Experiment  ID:  WriteWork.com	  Payment	  Page	  Test	  Loca(on:  Michael	  Aagaard	  ...
10	  Experiment	  1:	  Control	  
11	  Experiment	  1:	  Treatment	  
12	  Experiment	  1:	  Control	  vs.	  Treatment	  Control:((( Treatment:
13	  Experiment	  1:	  Results	                     31%  Increase  in  payments                         The  Treatment  CT...
14	  Experiment	  3:	  Background	  Experiment  ID:  RoyalCopenhagen.com	  CTA	  color	  test    	  	  Loca(on:  Michael	 ...
15	  Experiment	  2:	  Control	  
16	  Experiment	  2:	  Treatment	  
17	  Experiment	  2:	  Control	  vs.	  Treatment	  Control:((( Treatment:
18	  Experiment	  2:	  Results	                     35%  Increase  in  sales  via  product  pages                         ...
19	  What  you  need  to  understand  about  CTAs  
20	  What	  You	  Need	  to	  Understand	  about	  CTAs	  CTAConversionBounceThe  Tipping  Point  Between  Bounce  and  Co...
21	  What	  You	  Need	  to	  Understand	  about	  CTAs	  CTA CTAEmail LandingPageFormPageThankYouStep1. Step 2. Step 3. S...
Your  CTAs  consist  of  two  overall  elements:    	  •  Design	  (color,	  shape,	  size)	  	  •  Copy	  (the	  text	  i...
23	  What	  You	  Need	  to	  Understand	  about	  CTAs	  Where should I click?Design:  shape	  and	  color	  are	  import...
24	  What	  You	  Need	  to	  Understand	  about	  CTAs	  Copy:  in	  the	  last	  cri7cal	  moment	  when	  the	  prospec...
25	  What	  You	  Need	  to	  Understand	  about	  CTAs	  
26	  What	  You	  Need	  to	  Understand	  about	  CTAs	  SUBMIT!
27	  Op(miza(on  Principles  
28	  Op(miza(on  Principles:  Buon  Design  
 • CTA	  design	  is	  a  visual  cue	  “I’m  a  buJon  –  you  can  click  me!”    • Your	  bu_on	  should	  stand  out  ...
30	  Op7miza7on	  Principles	  in	  ac7on:	  Design	  Control:((( Treatment:
31	  Op7miza7on	  Principles	  in	  ac7on:	  Design  Call to action >>+
32	  Op7miza7on	  Principles:	  Design  Control:	  
33	  Op7miza7on	  Principles:	  Design  Treatment:	  
34	  Op7miza7on	  Principles:	  Design	  What  You  Need  to  Understand:	  Changing	  the	  design	  of	  the	  bu_on	  i...
35	  Op7miza7on	  Principles:	  Design	  
36	  Op7miza7on	  Principles:	  Design	                     Decreased  conversions  by  12.29%                        Remo...
37	  Op7miza7on	  Principles:	  Design	  Control:(((Treatment:
38	  Op7miza7on	  Principles:	  Design	                     -­‐18.01%  in  CTR                         The  Treatment  CTA...
39	  Op7miza7on	  Principles:	  Design	                     31%  increase  in  conversions                           The  ...
40	  Op7miza7on	  Principles:	  Design	                     31%  increase  in  conversions                           The  ...
41	  Op(miza(on  Principles:  CTA  Copy  
 • In	  the	  last	  cri7cal	  moment,	  CTA  copy  is  what  makes  prospect  click    • The	  more	  value	  and	  relev...
43	  Op7miza7on	  Principles:	  CTA  Copy  Buy MembershipNegative:Buon  Copy  Landing  Page  Gym  Membership:  	  1. The	 ...
44	  Op7miza7on	  Principles:	  CTA  Copy  Buon  Copy  Landing  Page  Gym  Membership:  	  1. The	  prospects’	  mo7va7on	...
45	  Op7miza7on	  Principles:	  CTA  Copy  Buon  Copy  Landing  Page  Gym  Membership:  	  1. The	  prospects’	  mo7va7on	...
46	  Op7miza7on	  Principles:	  CTA  Copy  Step%1%%Landing%Page:%%% Step%2%%Pricing%Page:%%% Step%3%%Payment%Page:%%%
47	  Op7miza7on	  Principles:	  CTA  Copy  Control:(((Treatment:                   64%  increase  in  CTR    StaSsScal  Co...
48	  Op7miza7on	  Principles:	  CTA  Copy  Control:(((Treatment:                   11.95%  Increase  in  CTR    StaSsScal ...
49	  Op7miza7on	  Principles:	  CTA  Copy  Control:(((Treatment:                       31%  Increase  in  Payments        ...
50	  Op7miza7on	  Principles:	  CTA  Copy  How	  to	  write	  CTA	  copy	  that	  conveys	  value	  and	  relevance:	  	  ...
51	  Op7miza7on	  Principles:	  CTA  Copy  
52	  Op7miza7on	  Principles:	  CTA  Copy  Control:((( Treatment:(((
53	  CTA  Placement  
54	  CTA	  Placement:	  	                     304%  increase  in  conversions                             StaSsScal  Confid...
55	  CTA	  Placement:	  	  
56	  CTA	  Placement:	  	  !Treatment!A: !Treatment!B:Control:!!!          26%  increase  in  CTR                         ...
57	  5  steps  for  tes(ng  your  calls-­‐to-­‐ac(on:    1.  Diagnose	  your	  call-­‐to-­‐ac7on	  –	  create	  a	  hypoth...
58	  Design  high-­‐conver(ng  CTA  buons  with  BuonOp(mizer.com  
59	  Thanks  for  listening!    michael@contentverve.comTwitter.com/ContentVerveFacebook.com/ContentVerveFor  more  case  ...
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iLive 2013 - Michael Aagaard - How to Test and Optimize Calls-to-Action for Maximum Conversion

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

  1. 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. 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. 3. VariantA: VariantB:
  4. 4. 4  VariantA: VariantB:
  5. 5. 5  VariantA: VariantB:
  6. 6. 6  Control:((( Treatment:(((
  7. 7. 7  Control:((( Treatment:(((
  8. 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. 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. 10  Experiment  1:  Control  
  11. 11. 11  Experiment  1:  Treatment  
  12. 12. 12  Experiment  1:  Control  vs.  Treatment  Control:((( Treatment:
  13. 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. 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. 15  Experiment  2:  Control  
  16. 16. 16  Experiment  2:  Treatment  
  17. 17. 17  Experiment  2:  Control  vs.  Treatment  Control:((( Treatment:
  18. 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. 19  What  you  need  to  understand  about  CTAs  
  20. 20. 20  What  You  Need  to  Understand  about  CTAs  CTAConversionBounceThe  Tipping  Point  Between  Bounce  and  Conversion  
  21. 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. 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. 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. 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. 25  What  You  Need  to  Understand  about  CTAs  
  26. 26. 26  What  You  Need  to  Understand  about  CTAs  SUBMIT!
  27. 27. 27  Op(miza(on  Principles  
  28. 28. 28  Op(miza(on  Principles:  Buon  Design  
  29. 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. 30  Op7miza7on  Principles  in  ac7on:  Design  Control:((( Treatment:
  31. 31. 31  Op7miza7on  Principles  in  ac7on:  Design  Call to action >>+
  32. 32. 32  Op7miza7on  Principles:  Design  Control:  
  33. 33. 33  Op7miza7on  Principles:  Design  Treatment:  
  34. 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. 35  Op7miza7on  Principles:  Design  
  36. 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. 37  Op7miza7on  Principles:  Design  Control:(((Treatment:
  38. 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. 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. 40  Op7miza7on  Principles:  Design                    31%  increase  in  conversions                          The  Treatment  CTA  Increased  Conversions  by  31.03%  
  41. 41. 41  Op(miza(on  Principles:  CTA  Copy  
  42. 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. 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. 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. 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. 46  Op7miza7on  Principles:  CTA  Copy  Step%1%%Landing%Page:%%% Step%2%%Pricing%Page:%%% Step%3%%Payment%Page:%%%
  47. 47. 47  Op7miza7on  Principles:  CTA  Copy  Control:(((Treatment:                  64%  increase  in  CTR    StaSsScal  Confidence  99.9%  Step  1  –  Landing  Page:    
  48. 48. 48  Op7miza7on  Principles:  CTA  Copy  Control:(((Treatment:                  11.95%  Increase  in  CTR    StaSsScal  Confidence  99%  Step  2  –  Pricing  Page:    
  49. 49. 49  Op7miza7on  Principles:  CTA  Copy  Control:(((Treatment:                      31%  Increase  in  Payments        StaSsScal  Confidence  98%  Step  3  –  Payment  Page:    
  50. 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. 51  Op7miza7on  Principles:  CTA  Copy  
  52. 52. 52  Op7miza7on  Principles:  CTA  Copy  Control:((( Treatment:(((
  53. 53. 53  CTA  Placement  
  54. 54. 54  CTA  Placement:                      304%  increase  in  conversions                            StaSsScal  Confidence  98%  
  55. 55. 55  CTA  Placement:    
  56. 56. 56  CTA  Placement:    !Treatment!A: !Treatment!B:Control:!!!          26%  increase  in  CTR                                    7%  increase  in  CTR                          
  57. 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. 58  Design  high-­‐conver(ng  CTA  buons  with  BuonOp(mizer.com  
  59. 59. 59  Thanks  for  listening!    michael@contentverve.comTwitter.com/ContentVerveFacebook.com/ContentVerveFor  more  case  studies  &  CRO  ar(cles:    Got  ques(ons?:  

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