Landing Page Optimization: Call-to-Action Buttons

I did a strange split test on one of my landing pages right before attending Affiliate Summit East.  I decided to just test using two different call to action buttons.  The change was in the copy:

Landing Page 1 Call to Action text: “Visit __”
Landing Page 2 Call to Action text: “Get __”

The results:

Landing Page 1 conversion rate: 2.43%
Landing Page 2 conversion rate: 5.04%

Just changing the what the user does on the call to action more than doubled the conversion rate.  The results are statistically significant (96% confidence).  Another interesting thing was that the landing page CTR for both the landing pages were virtually same (within +/- 1% of each other).

In conclusion, split test more.  If you’re wondering why I think “Get __” did so much better, I think it was because “Get” causes more of an unconscious commitment when people click it versus “Visit.”

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9 responses to “Landing Page Optimization: Call-to-Action Buttons”

  1. List Building Blog Avatar
    List Building Blog

    So sorry to ask about this but I’m quite confused
    with Landing Page Optimization and on how does it works. ?

    Reply
  2. Mike Avatar
    Mike

    Watch this video: http://shockmarketer.com/video-landing-page-optimization/

    Reply
  3. Rahul Avatar
    Rahul

    Thanks so much for this useful info. It just proves that split testing is critical to success!

    Reply
  4. Mark Avatar
    Mark

    Interesting findings, I have always used visit or buy as landing page call to action. I am certainly going to try “GET” and see if I fair as well as your tests. Thanks.

    Reply
  5. Mike Avatar
    Mike

    @Mark: Have you found “buy” to out perform “visit”?

    Reply
  6. Shane Avatar
    Shane

    Very neat!
    It’s really interesting to see so little difference in CTR, but such a significant one in converstions. Thanks for sharing!

    Reply
  7. Rex Dixon Avatar
    Rex Dixon

    If you have the complete test results along with some screenshots, please share them over on A/B Tests dot com. We’d love to see them.

    Reply
  8. Shock Marketer Avatar
    Shock Marketer

    @Rex: Sorry, an entire screenshot would reveal the client, site and niche. Thanks for your interest anyway.

    Reply
  9. How to Differentiate Your Product Avatar
    How to Differentiate Your Product

    I keep read sites that talk about becoming selling or making an extra income, and seeing your information is encouraging, because it is not so easy as they say it is..

    Reply

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