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. ?

  2. Rahul Avatar

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

  3. Mark Avatar

    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.

  4. Mike Avatar
    Mike

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

  5. Shane Avatar

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

  6. Rex Dixon Avatar

    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.

  7. Shock Marketer Avatar
    Shock Marketer

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

  8. 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..

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