A/B Testing: Changing 3 words results in 43% increase in funded accounts
A recent MarketingExperiments Web clinic featured the following experiment …
Background: This test was implemented in the secure section of a large financial institution’s website. The offer was an up-sell for a savings account.
Goal: To increase approved and funded savings accounts
Primary Research Question: Which link copy will result in the highest impression to funded account rate?
Approach: A/B Single Factor Split
Here is the original conversion path …
After analyzing the path, the MECLABS team launched a single-factor test with a treatment that simply changed three words in a link. The only change in this test was the link text to begin the application process.
*Conversion rate has been anonymized to protect Research Partner.
By changing the copy in the link to communicate the more serious implication of opening an account, versus simply “learning more,” the link attracted prospects with higher levels of motivation and resulted in a 43% increase in funded accounts.
To learn more about this experiment (along with four other tests from MarketingExperiments), watch the full video replay of “The 5 Most Startling Marketing Discoveries from 2012.”