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 __”
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.”