1. How to Op(mize & Test
Calls-­‐to-­‐Ac(on for
Maximum Conversion
Vs.
With Michael Aagaard,
Split
Test
Junkie
/
Copy
Fana7c,
ContentVerve.com

2. 2
Experiment
1:
Background
Experiment ID: Unbounce.com
PPC
Landing
Page
Test
Loca(on: Michael
Aagaard
Research
Library
Background: Unbounce.com
a
self-­‐serve
hosted
service
that
provides
marketers
with
an
easy
way
to
build
and
test
landing
pages
without
the
need
for
IT
Objec(ve: Increase
number
of
trial
account
sign-­‐ups
Test Design: A/B
split
test
Research Notes:

3. Variant'A:''' Variant'B:'''

4. 4
Variant'A:''' Variant'B:'''

5. 5
Variant'A:''' Variant'B:'''

6. 6
Control:((( Treatment:(((

7. 7
Control:((( Treatment:(((

8. 8
It is not the magnitude of change on the “page” that impacts
conversion; it is the magnitude of change in the “mind” of the
prospect.
-­‐ Dr. Flint McGlaughlin

9. 9
Experiment
2:
Background
Experiment ID: WriteWork.com
Payment
Page
Test
Loca(on: Michael
Aagaard
Research
Library
Background: WriteWork.com
a
subscrip7on-­‐based
educa7on
website
for
college
and
university
students
Objec(ve: Increase
number
of
subscrip7ons
sold
Primary Research Ques(on: Which
CTA
copy
will
make
most
poten7al
customers
pay
for
a
subscrip7on?
Test Design: A/B
split
test
Research Notes:

10. 10
Experiment
1:
Control

11. 11
Experiment
1:
Treatment

12. 12
Experiment
1:
Control
vs.
Treatment
Control:((( Treatment:

13. 13
Experiment
1:
Results
31% Increase in payments
The Treatment CTA Copy Increased Conversions by 31.03%
Variant CR
Rela(ve
Difference
Sta(s(cal
Confidence
Control 27.63%
-­‐
-­‐
Treatment 36.21%
+31.03%
98%

14. 14
Experiment
3:
Background
Experiment ID: RoyalCopenhagen.com
CTA
color
test
Loca(on: Michael
Aagaard
Research
Library
Background: Denmark-­‐based
Royal
Copenhagen
is
one
of
the
world’s
oldest
companies
and
is
world
renowned
for
exclusive
quality,
hand-­‐painted
porcelain.
Objec(ve: To
get
more
visitors
to
add
a
product
to
cart
and
complete
the
purchase
from
product
pages
on
the
online
store.
Primary Research Ques(on: Which
CTA
color
will
generate
most
sales?
Test Design: A/B
split
test
Research Notes:

15. 15
Experiment
2:
Control

16. 16
Experiment
2:
Treatment

17. 17
Experiment
2:
Control
vs.
Treatment
Control:((( Treatment:

18. 18
Experiment
2:
Results
35% Increase in sales via product pages
The Treatment CTA Color Increased Conversions by 35.81%
What You Need to Understand:
By
changing
the
bu_on
color
to
bring
out
the
the
CTA,
the
company
was
able
to
increase
conversions
by
35.81%
Variant CR
Rela(ve
Difference
Sta(s(cal
Confidence
Control 1.05%
-­‐
-­‐
Treatment 1.43%
+35.81%
98%
!

19. 19
What you need to
understand about CTAs

20. 20
What
You
Need
to
Understand
about
CTAs
CTA
ConversionBounce
The Tipping Point Between Bounce and Conversion

21. 21
What
You
Need
to
Understand
about
CTAs
CTA CTA
Email Landing
Page
Form
Page
Thank
You
Step1. Step 2. Step 3. Step 4.
CTA
CTAs &e each step in the conversion funnel together and make it
possible to move from one step on to the next.

22. Your CTAs consist of two overall elements:
• Design
(color,
shape,
size)
• Copy
(the
text
in
the
bu_on)
In
order
to
op7mize
for
maximum
conversions,
you
need
to
understand
the
interrela(onship
between these two elements and
the
roles
they
play
in
the
conversion
sequence.
22
What
You
Need
to
Understand
about
CTAs

23. 23
What
You
Need
to
Understand
about
CTAs
Where should I click?
Design: shape
and
color
are
important
visual cues
that
help
a_ract
a_en7on
to
the
buon placement.

24. 24
What
You
Need
to
Understand
about
CTAs
Copy: in
the
last
cri7cal
moment
when
the
prospect has to make
up her mind,
it’s
the
CTA copy that impacts her final decision.
Why Should I Click
this Button?

25. 25
What
You
Need
to
Understand
about
CTAs

26. 26
What
You
Need
to
Understand
about
CTAs
SUBMIT!

27. 27
Op(miza(on Principles

28. 28
Op(miza(on Principles:
Buon Design

29.
• CTA
design
is
a visual cue
“I’m a buJon – you can click me!”
• Your
bu_on
should
stand out from the rest of
the
content/
layout
• Your
instruments
are
first
and
foremost
color, size, and shape
29
Op7miza7on
Principles:
Design

30. 30
Op7miza7on
Principles
in
ac7on:
Design
Control:((( Treatment:

31. 31
Op7miza7on
Principles
in
ac7on:
Design
Call to action >>
+

32. 32
Op7miza7on
Principles:
Design
Control:

33. 33
Op7miza7on
Principles:
Design
Treatment:

34. 34
Op7miza7on
Principles:
Design
What You Need to Understand:
Changing
the
design
of
the
bu_on
increased
conversions
by
145.99%
Variant CR
Rela(ve
Difference
Sta(s(cal
Confidence
Control
7.52%
-­‐
-­‐
Treatment 18.49%
145.99%
99.9%
!
145% increase in conversions
The Treatment CTA Design Increased Conversions by 145.99%

35. 35
Op7miza7on
Principles:
Design

36. 36
Op7miza7on
Principles:
Design
Decreased conversions by 12.29%
Removing the Arrow Decreased Conversions by 12.29%
StaSsScal Confidence 99%
Control: Treatment:

37. 37
Op7miza7on
Principles:
Design
Control:(((
Treatment:

38. 38
Op7miza7on
Principles:
Design
-­‐18.01% in CTR
The Treatment CTA Font Color Decreased Conversions by -­‐18.01%
What You Need to Understand:
Changing
the
font
color
from
black
to
yellow
generated
a
nega7ve
lih
of
-­‐18.01%
Variant CR
Rela(ve
Difference
Sta(s(cal
Confidence
Control 9.19%
-­‐
-­‐
Treatment 7.54%
-­‐18.01%
97%
!

39. 39
Op7miza7on
Principles:
Design
31% increase in conversions
The Treatment CTA Increased Conversions by 31.03%
10% decrease in conversions
The Treatment CTA size decreased Conversions by 10.56%

40. 40
Op7miza7on
Principles:
Design
31% increase in conversions
The Treatment CTA Increased Conversions by 31.03%

41. 41
Op(miza(on Principles:
CTA Copy

42.
• In
the
last
cri7cal
moment,
CTA copy is what makes prospect
click
• The
more
value
and
relevance
the
copy
conveys,
the
more
clicks
it
will
get
• Focus on what the prospect gets by
clicking
the
CTA
–
rather
than
what
he/she
has
to
part
with
42
Op7miza7on
Principles:
Copy

43. 43
Op7miza7on
Principles:
CTA Copy
Buy Membership
Negative:
Buon Copy Landing Page Gym Membership:
1. The
prospects’
mo7va7on
is
to
get
a
membership
at
a
local
gym
(the
actual
loca7on
of
the
gym
is
crucial)
2. When
they
click
the
bu_on,
they’ll
get
the
opportunity
to
find
a
gym
and
buy
a
membership

44. 44
Op7miza7on
Principles:
CTA Copy
Buon Copy Landing Page Gym Membership:
1. The
prospects’
mo7va7on
is
to
get
a
membership
at
a
local
gym
(the
actual
loca7on
of
the
gym
is
crucial)
2. When
they
click
the
bu_on,
they’ll
get
the
opportunity
to
find
a
gym
and
buy
a
membership
Buy Membership GetYour Membership
Negative: Ads Value:

45. 45
Op7miza7on
Principles:
CTA Copy
Buon Copy Landing Page Gym Membership:
1. The
prospects’
mo7va7on
is
to
get
a
membership
at
a
local
gym
(the
actual
loca7on
of
the
gym
is
crucial)
2. When
they
click
the
bu_on,
they’ll
get
the
opportunity
to
find
a
gym
and
buy
a
membership
Buy Membership GetYour Membership Find Gym & Get Membership
Negative: Ads Value: Ads Relevance:

46. 46
Op7miza7on
Principles:
CTA Copy
Step%1%'%Landing%Page:%%% Step%2%'%Pricing%Page:%%% Step%3%'%Payment%Page:%%%

47. 47
Op7miza7on
Principles:
CTA Copy
Control:(((
Treatment:
64% increase in CTR
StaSsScal Confidence 99.9%
Step
1
–
Landing
Page:

48. 48
Op7miza7on
Principles:
CTA Copy
Control:(((
Treatment:
11.95% Increase in CTR
StaSsScal Confidence 99%
Step
2
–
Pricing
Page:

49. 49
Op7miza7on
Principles:
CTA Copy
Control:(((
Treatment:
31% Increase in Payments
StaSsScal Confidence 98%
Step
3
–
Payment
Page:

50. 50
Op7miza7on
Principles:
CTA Copy
How
to
write
CTA
copy
that
conveys
value
and
relevance:
1. What
is
my
prospect’s
mo7va7on
for
clicking
this
bu_on?
2. What
is
my
prospect
going
to
get,
when
he/she
clicks
the
bu_on?

51. 51
Op7miza7on
Principles:
CTA Copy

52. 52
Op7miza7on
Principles:
CTA Copy
Control:((( Treatment:(((

53. 53
CTA Placement

54. 54
CTA
Placement:
304% increase in conversions
StaSsScal Confidence 98%

55. 55
CTA
Placement:

56. 56
CTA
Placement:
!Treatment!A: !Treatment!B:Control:!!!
26% increase in CTR
7% increase in CTR

57. 57
5 steps for tes(ng your calls-­‐to-­‐ac(on:
1. Diagnose
your
call-­‐to-­‐ac7on
–
create
a
hypothesis
about
what
is
wrong
2. Use
the
op7miza7on
principles
to
come
up
with
possible
treatments
3. Assess
whether
copy
changes,
design
changes
or
both
will
have
the
greatest
impact
4. I
recommend
a
simple
A/B
split
test
5. The
click
itself
is
an
important
conversion
goal
–
but
remember
to
track
the
final
conversion
goal.
Some7mes
CTR
goes
up
but
e.g.
sign-­‐ups
go
down
and
vice
versa

58. 58
Design high-­‐conver(ng CTA buons with BuonOp(mizer.com

59. 59
Thanks for listening!
michael@contentverve.com
Twitter.com/ContentVerve
Facebook.com/ContentVerve
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