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AB testing shows importance of copy to conversion rates
08/07/2010
Using the right descriptions and words can result in improved conversion rates.
A website marketing appointments scheduling solutions used A/B testing to find out which landing page would result in a higher conversion rate.
TimeTrade took advantage of the method to compare two different landing pages for visitors coming mainly from Google pay-per-click advertisements.
The only difference between the two was the copy, with the first version using the words 'Corporate' and 'Individual', while the second used 'Enterprise' and 'Personal'.
After conducting the A/B tests, it was shown that the second version resulted in 42 per cent more people filling in lead generation forms on the following page than the first version.
The author of the case study said: "We think this test can serve as inspiration for everyone who has to design an entry page - whether a landing page or homepage - that serves more than one demographic audience, such as teachers vs. students.
"This test indicates you can convert more people if you use the right taxonomy to describe them to themselves."
Website owners wanting to improve the copy on their websites may find that A/B testing can help find out what converts best.
Posted by Alexander Horton Smith
TimeTrade took advantage of the method to compare two different landing pages for visitors coming mainly from Google pay-per-click advertisements.
The only difference between the two was the copy, with the first version using the words 'Corporate' and 'Individual', while the second used 'Enterprise' and 'Personal'.
After conducting the A/B tests, it was shown that the second version resulted in 42 per cent more people filling in lead generation forms on the following page than the first version.
The author of the case study said: "We think this test can serve as inspiration for everyone who has to design an entry page - whether a landing page or homepage - that serves more than one demographic audience, such as teachers vs. students.
"This test indicates you can convert more people if you use the right taxonomy to describe them to themselves."
Website owners wanting to improve the copy on their websites may find that A/B testing can help find out what converts best.
Posted by Alexander Horton Smith