A change in marketing laws for one of my lead gen clients made it illegal for us to use the word "Apply" in ad copy because the customers weren't technically applying at that stage.
After struggling for a month or so to find a synonym for "Apply" that performed nearly as well, and wanting to sneakily work "Apply" back in, I decided to make up a word.
And yes, I used that capitalization. I'm not sure whether customers felt they were taking a smaller first step, or if there was some other appealing factor, but it worked. In the end, a change in advertisement law actually led to increased performance and a happy client. Follow her on Twitter at michellemsem. It was a dual purpose test: by splitting it up this way, we got leads from one page and continued viral exposure on the other the tweets send people back to the landing page where they could get the ebook and repeat the cycle.
We decided to run a 3rd test, where we had a single page with the same 2 two options , so that we could see how the numbers correlated when people really had a choice.
Despite the close results in both the survey and initial A-B test, the results from the final test were shocking. After further analysis, we also noticed that people would tweet, and then immediately delete it from their stream. Lesson learned: Never assume that even your initial test results are correct. Keep trying new hypotheses until you learn the truth. He is an opinionated writer, primarily on the subjects of landing pages and conversion rate optimization.
You should follow him on Twitter: OliGardner. For example:. One may never know the precise reason why, but my theory is, the 2nd ad puts the benefit first, before it tells you the form you receive the benefit in. That makes a lot of sense to me. Can you tell the difference between the two ads? This pair of Google ads show how even the commas between the words make a tangible difference to your bottom line.
Read our interview with Perry Marshall here. Ryan Healy is a direct response copywriter. He writes a popular blog about copywriting, business growth, and product creation.
It was also one of the least exciting results at the same time. We created a number of different PPC-specific landing pages that had different layouts: new images, embedded video content, new headlines, different font colors, you name it. The control won every experiment. We'd create new and exciting content, and it would get edged out every time by a basic page that we were trying so desperately to test out of existence.
It's a situation that can be described by any number of folksy sayings "It it ain't broke, don't fix it" comes immediately to mind, but I'm sure there are others that are just as applicable. The page is so un-exciting but reliable, like white bread. One of these days I'll be able to find a different winner and I'll have to update this post, telling you all about my exciting asiago-focaccia-style landing page. He currently manages a six-digit monthly spend mainly focused on lead generation for consumer-facing businesses.
You can find him on Twitter SeanQuadlin or spending his non-business hours in the company of his beloved TiVo. The PPC landing pages were all hand-coded, and basically served as an entrance page to the sign-up process, serving up some basic bullet points on the benefits of the service, some relevant photos, and a "Get Started" button that linked to the sign-up page.
We did a lot of tests on the text content and images, and nothing really moved the dial. Then, we made the button bigger and saw a huge lift. So then we made the button bigger still. Another success! We joked that if we kept this up, then our landing page would end up as a giant sign-up button with nothing else on the page. The most surprising thing about this AB test was the effect of page layout on conversion.
We AB tested a lot of different offers, wording, and layout colors with no result. And then we made it super-obvious what the next step was to complete the conversion.
That's a lesson I've applied to future landing page testing I've done. Always make sure your user knows what the next step is in your conversion process. Make it way more clear than you think it should be, and you'll see some nice results. Because there were so many brands in the campaign, I though the quickest way to test proof of concept was to change the headline for the many hundreds of ad groups to:.
At the time, the budget for this campaign was basically uncapped so long as I met certain CPA Metrics. Overnight, this campaign generated so many conversions that I thought something broke in Google Ads. It went from nearly zero to the highest performing campaign in the account by about x.
Todd Mintz, who has been with PPC Associates since March , has over 10 years of experience in search marketing and has used Google Ads since it began. Most of the time I see larger, structural changes on a page lead to the biggest wins, so when a relatively small tweak gives a big lift in conversion I always find that really surprising and interesting, particularly when it beats a more dramatic variation.
Below are some rough wireframes of an AB test we ran. First we saw the initial control page that a client had set up, and we learned that in addition to the trust icons as seen in logs, associations, etc. Variation A lost by a few percentage points to the existing landing page.
We still thought the additional trust icons could provide a lift if implemented properly, so we created Variation B, which kept the hero shot above the fold, and instead incorporated the new trust icons into an expanded trust section just below the form.
We also reorganized the trust icons to feature the new, more weighty icons more prominently within that section. We were surprised by the result, but also by the degree to which a small tweak impacted conversion while a pretty substantive change to the page had not only lost, but also lost by a pretty small margin.
Tom Demers is co-founder and managing partner at Measured SEM search engine marketing consulting , a boutique search marketing agency. G et in touch with Tom directly via email at tom at measuredsem. Take your best guess on this terrific table test to see if you win. No joke! Can you guess what it is? Remember me. Username or Email. Member Login. Verify testing patterns with real-life results and objective case study findings.
Apply the insights to increase revenue and optimize your testing success. GuessTheTest is the resource here to help you achieve optimal testing success. Conversions are measured, and the variant that converts best wins. See if you win, and apply the findings to optimize your own website. Can you guess which test won? Which table format won? Horizontal table format. Find out more info.
Test Run By:. Test Run For:. Out of all the […]. Wow that wwas strange. Anyway, just wanted to say excellent blog! This test has produced a staggering […]. These A and B testing very useful for increase user bounce rate and lead generation. Even using these testing we can more comfortable and user friendly website. Started my AB testing yesterday after a few week observation. Let me find the best results. You gave me some clue, let me try it.
Other times these ideas for what to change will be based on ideas you saw somewhere else. Still other times those ideas might be based on an internal debate about different ways to write […].
The alternative headline contained a clearer call to action for users and tied in nicely with […]. Sometimes what actually works for you can be quite surprising. This could be because the headline is more […]. Very helpful!! Click here to cancel reply.
Preview Unbounce. Get Started Now. Total 1. Image source. About James Gardner James Gardner is a digital technology strategist. Now working in the pharmaceutical industry, he previously worked at Volume, one of the largest independent B2B digital marketing agencies in the UK.
Jean September 19, Awesome! Reply Jean September 19, Done. Craig September 20, I should have read your comment first. Needless to say, I concur. It should read Version A. Thanks for pointing it out. James Reply. You can learn a lot from this.
Reply James Gardner September 19, I agree, the messaging is in much clearer, and its placement gives it real impact. Cheers, James Reply. Gagan September 19, Great Article! RB September 19, Great article but would have been good to see larger images. Craig September 20, With regards to number 9, I think the video vs image might have an effect too.
Thanks for your comments, James Reply. Hope that helps! Thanks : Reply. Kishore Dharmarajan September 23, Hi James, This is a brilliant article but there is a key point that has been missed in these tests.
Reply James Gardner September 23, Thanks Kishore, you raise a very good point — that of direct conversation versus message recall. Great comment, James Reply. Ann Jose intentree. Steven September 26, James, I like your explanations for the test results. Ed October 9, Great article. Reply Georgiana Laudi October 10, Oops, my bad! Good eye Ed, updated and thanks : Reply. Reply James Gardner December 11, Absolutely. Thanks, James Reply. Laust March 2, Really nice cases that really shows that you shouldnt trust your own assumptions.
This list should be designed to sell […] Reply. The results will probably surprise […] Reply. Just like testing landing pages and calls to actions can have huge impact on conversion rates, so can testing different elements of your […] Reply.
Smriti October 28, The post seem super interesting, James. More cool studies here, including one wher… […] Reply. How you ask it can also make a huge […] Reply.
Kris June 30, Thanks, a great article! When Conversion Optimization Best Practices Fail July 14, […] More than a neutral factor, they could actually hurt conversions by introducing anxiety when security is not already a factor — WhichTestWon saw a Moments August 17, […] If you thought Version B, you were with the majority. Reply Edcurve August 31, Thanks for sharing Reply. Comment construire la page d'accueil de votre site web?
October 14, […] de vos visiteurs. Nick D December 18, This is really interesting. How do I increase my website traffic? McxBullionTips February 9, Thanks.
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