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.”
9 Responses to “Landing Page Optimization: Call-to-Action Buttons”
So sorry to ask about this but I’m quite confused
with Landing Page Optimization and on how does it works. ?
Watch this video: http://shockmarketer.com/video-landing-page-optimization/
Thanks so much for this useful info. It just proves that split testing is critical to success!
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.
@Mark: Have you found “buy” to out perform “visit”?
Very neat!
It’s really interesting to see so little difference in CTR, but such a significant one in converstions. Thanks for sharing!
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.
@Rex: Sorry, an entire screenshot would reveal the client, site and niche. Thanks for your interest anyway.
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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