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The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response
46

The most effective calls to action - MarketingExperiment

Aug 23, 2014

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An Experiment from marketingexperiments.com
Video : http://youtu.be/iO9cLNXLprE
The most effective calls to action: 5 principles discovered for increasing customer response
The call-to-action is one of the most vital elements in your marketing. Consequently, when you think for a moment about the current calls-to-action on your main offer pages, how can you be sure they are generating enough customer response?

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?

Watch this Web clinic replay for the results from a recent experiment where calls-to-action were put to the test.
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Page 1: The most effective calls to action - MarketingExperiment

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

Page 2: The most effective calls to action - MarketingExperiment

We’re sharing on Twitter!#WebClinic

Page 3: The most effective calls to action - MarketingExperiment

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: TP1785Record Location: MarketingExperiments LibraryResearch Partner: (Protected)

Experiment: Background

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Background: Side-by-side

Treatment A Treatment B Treatment C

Treatment D Treatment E

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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

Page 6: The most effective calls to action - MarketingExperiment

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?”

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Experiment: Results

What expectation does this text create??

Page 8: The most effective calls to action - MarketingExperiment

Experiment: Results

How does the expectation change with this text??

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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

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• 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

Page 11: The most effective calls to action - MarketingExperiment

What would you test next??

Page 12: The most effective calls to action - MarketingExperiment

Are there any underlying principles for creating and identifying a high-performing call-to-action?

?

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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

Page 14: The most effective calls to action - MarketingExperiment

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

Page 15: The most effective calls to action - MarketingExperiment

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

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The Principle of AlignmentEffective CTAs are aligned to the specific customer desires and/or needs.

High-performing calls-to-action

Page 17: The most effective calls to action - MarketingExperiment

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.

Page 18: The most effective calls to action - MarketingExperiment

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

Page 19: The most effective calls to action - MarketingExperiment

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.

Page 20: The most effective calls to action - MarketingExperiment

The Principle of AlignmentEffective CTAs are aligned to the specific customer desires and/or needs.

The Principle of TimingEffective CTAs are presented at the right time in the conversation with the customer.

High-performing calls-to-action

Page 21: The most effective calls to action - MarketingExperiment

Protocol ID: TP1583The principle of timingFrom 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

Page 22: The most effective calls to action - MarketingExperiment

Protocol ID: TP1901The principle of timingFrom 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

Page 23: The most effective calls to action - MarketingExperiment

The Principle of AlignmentEffective CTAs are aligned to the specific customer desires and/or needs.

The Principle of TimingEffective 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

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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

Page 25: The most effective calls to action - MarketingExperiment

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

Page 26: The most effective calls to action - MarketingExperiment

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

Page 27: The most effective calls to action - MarketingExperiment

The Principle of AlignmentEffective CTAs are aligned to the specific customer desires and/or needs.

The Principle of TimingEffective 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 NegationEffective CTAs appear to be the only meaningful choice for your ideal customer.

High-performing calls-to-action

Page 28: The most effective calls to action - MarketingExperiment

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

Page 29: The most effective calls to action - MarketingExperiment

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

Page 30: The most effective calls to action - MarketingExperiment

The Principle of AlignmentEffective CTAs are aligned to the specific customer desires and/or needs.

The Principle of TimingEffective 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 NegationEffective CTAs appear to be the only meaningful choice for your ideal customer.

The Principle of RedundancyEffective CTAs re-emphasize the essential value of taking the action.

High-performing calls-to-action

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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

Page 32: The most effective calls to action - MarketingExperiment

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

Page 33: The most effective calls to action - MarketingExperiment

FKey Principles1. 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

Page 34: The most effective calls to action - MarketingExperiment

Live OptimizationCalls-to-action

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Live optimization

Primary Audience: B2BPrimary Objective: Click through to the lead form

CenturyLink Technology Solutions

http://bit.ly/1cHLJPM #WebClinic

Page 37: The most effective calls to action - MarketingExperiment

Live optimization

Primary Audience: Customers looking to storePrimary Objective: Click to form-fill page

Fetch Storage

http://bit.ly/1fQB9IV #WebClinic

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Live optimization

Primary Audience: NASCAR fansPrimary Objective: Sell event tickets

Daytona International Speedway

http://bit.ly/1c8Wojb #WebClinic

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Live optimization

Primary Audience: BusinessesPrimary Objective: Link professionals to businesses

Comparendo

http://bit.ly/1cK1fgs #WebClinic

Page 40: The most effective calls to action - MarketingExperiment

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: PendingRecord Location: MECLABS Research LibraryResearch Partner: (Protected)

Next Clinic: Experiment background

Page 41: The most effective calls to action - MarketingExperiment

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

Page 42: The most effective calls to action - MarketingExperiment

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

Page 43: The most effective calls to action - MarketingExperiment

Next Clinic: Side-by-sideTreatment 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

Page 44: The most effective calls to action - MarketingExperiment

Which treatment won?

Page 45: The most effective calls to action - MarketingExperiment

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

Page 46: The most effective calls to action - MarketingExperiment

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 [email protected]

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