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The most effective calls to action - MarketingExperiment

Aug 23, 2014

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Marketing

dinh-le

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.

  • The Most Effective Calls-to-Action: 5 principles discovered for increasing customer response
  • Were sharing on Twitter! #WebClinic
  • 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
  • Background: Side-by-side Treatment A Treatment B Treatment C Treatment D Treatment E
  • 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
  • Experiment: Results In order of performance 14.45% 17.69% 18.22% 19.66% 21.98% Why didnt Start Free Trial win? Doesnt that offer the most value for the customer? Why did Start Free Trial outperform Get Started?
  • Experiment: Results What expectation does this text create??
  • Experiment: Results How does the expectation change with this text??
  • 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 customers mind. What you need to understand
  • 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
  • What would you test next??
  • Are there any underlying principles for creating and identifying a high-performing call-to-action? ?
  • 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
  • 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
  • In todays clinic, we will quickly review each of the five principles discovered and illustrate how they connect to creative elements on your webpages. Todays focus
  • The Principle of Alignment Effective CTAs are aligned to the specific customer desires and/or needs. High-performing calls-to-action
  • 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.
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Protocol ID: TP1305The principle of redundancy From this To this This call-to-action form isolates all content before the information exchange begins.