[Split Test] Which Button Copy Increased Conversions by Nearly 91%?

Tom Ferry FB 540x304-split-test

The call-to-action is one of the most important elements on a landing page. So important, in fact, that this simple call-to-action-based split test resulted in a 90.49% increase in conversions.

John Westley from TomFerry.com ran this split test to determine which call-to-action button would perform better on their Breakthrough by Design product launch landing page. John and his team tested two different strategies for their button copy:

  • Version A: “Let Me Know When BreakThrough Is Available!”
  • Version B: “Email me more info!”

Which call-to-action button copy do you think boosted conversions by 90.49%?

Vote below to reveal the winning split test page and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
"Let Me Know When BreakThrough Is Available!"
"Email me more info!"
1 What's Your Vote?
2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 90.49%
63% 37%

How People Voted

Click here to see our take on these results

If you chose Version B, you are correct!

Version B, with a 100% probability of outperforming Version A, received a 90.49% increase in conversions, nearly doubling the page’s conversion rate. Since the button copy was the only change made, these results indicate that it was at the root of the major conversion rate boost.

Although we can’t say with 100% certainty why the copy change caused the increase, here are a few of my speculations:

  1. Since Version A communicated that the product had not been launched yet, customers who received Version B may have been more likely to opt-in without knowing the availability of the product.
  2. The button copy for Version A may have been too long for the customer and affected their motivation to click through.
  3. Customers found more value in receiving additional information about the product rather than a reminder for the product’s release.

Not all customers are the same, but testing your button copy may be something to consider for your own landing pages.

What Do You Think?

Did this test’s results surprise you? Why do you think Version B increased conversions so dramatically? Leave a comment below and let us know your thoughts.

If you’re new to LeadPages™, you should know that all Pro and Enterprise users can run any split test inside LeadPages™ in just five clicks.

Do you have copy that you would like to test on your own call-to-action buttons? If so, you can set up the exact same type of test in under a minute. You can also split test headlines, text color, backgrounds, opt-in forms, and just about any other change you can think of.

Watch the quick video below for an introduction to enabling split testing on your LeadPages™ account.

[youtube http://www.youtube.com/watch?v=4QPp-zFMlw0]