How more specific call-to-action affects conversions
Care Net
Experiment Summary
Timeframe: 06/16/2019 - 07/16/2019
In this email acquisition experiment, the original landing page copy posed signing up for an online course. The page was already using bullet points, testimonials from previous course takers, and reflected personal, rather than organization-centric, language but we wondered if the call-to-action was getting lost or misinterpreted in the shuffle. So for the treatment, we created copy that maintained the personal nature (using the word “you”) and increased the specificity and clarity around the length of the course (a free 6-week online course) was by and. For the treatment, said “Get the first session in your inbox in five minutes by simply activating your course below!”
Research Question
Will a more specific call-to-action lead to an improved conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | with 2nd step redirect | 21.5% | ||
| T1: | shorter and clearer copy | 24.7% | 15.2% | 98.0% |
This experiment has a required sample size of 1,279 in order to be valid. Since the experiment had a total sample size of 3,617, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 15.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment version increased conversion rate on the online course registration page by 15.2% at a 98% level of confidence.
From this, we can learn that when we simplify the call-to-action and bring greater clarity around what a person is signing up for and their expectations, we can decrease the mental friction in the sign-up process resulting in greater conversion on the page.