Test Your Marketing Intuition: Which call-to-action won?
“There are no expert marketers; there are only experienced marketers and expert testers.” – Dr. Flint McGlaughlin
Once upon a time, marketers could claim they knew what marketing collateral would generate the highest response from the customer. Now, with the advent of online testing, it has become more challenging to “make definite assertions” about which treatment will perform better.
The best we can do is pose a hypothesis.
Of course, it never hurts when your hypothesis turns out to be absolutely right.
So to give you a 50/50 chance at gloating (even over a lucky guess), you can hypothesize which call-to-action performed better in the slides below.
Once you’ve studied the slides, go ahead a leave your hypothesis for which call-to-action won (and why) in the comments.
The commenter with the best hypothesis will get the recognition of his or her peers and be featured in the body of this post with a link to their site.
Here is the test we will highlight in today’s 4:00 p.m. (EST) Web clinic: Minor Changes, Major Lifts: How headline and call-to-action optimization increased conversion 45%.
Now that you’ve seen the test, go ahead and try to hypothesize which treatment won by 45% in the comments. You’ll get extra kudos if you tell us why you think it won as well.
After the clinic has aired, we’ll link back to the sites of one or two of you with the best hypotheses in the body of this post.
Congratulations to Mark Simchock of Alchemy United for hitting the nail directly on the head with his comment:
If you’re asking me which one pulled the most clicks, I’d favor the treatment. If only because the button is easier to see on what looks to be a page that is fairly busy visually.
That being said, if I were to guess which one pulled the highest quality sign-ups (e.g., higher retention rate at 6+ months) then I would favor the Control. It’s straight forward and honest. Either you accept the price or you do not.
The control might not be the hottest hottie at the party, but if I was going to bring one of them home to mom, I’d pick the control. I think the control has better LTR potential.
This is almost exactly what happened in the actual test. While the clickthrough rate was much higher for the treatment (45% higher), the final conversion rate didn’t statistically validate.
Thanks again to all the comment-ers.
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