A/B Testing: Optimizing calls-to-action for maximum conversions
Michael Aagaard, ContentVerve.com
"As human beings, we really like the cookie-cutter, one-size-fits-all, 'here are the three golden rules, it always works' solutions. I don't care for best practices, I care for conversions. Thatís why I test. Best practice is more of youíre doing what everyone else is doing."
Michael Aagaard, Copywriter, ContentVerve.com, presented, "How to Optimize and Test: Calls-to action for maximum conversions," at MarketingSherpa Email Summit 2013. In his session, Aagaard discussed the importance of calls-to-action in a conversion funnel, examples of positive and negative results from his optimization efforts, and ideas for any marketer to test and improve their CTAs.
According to Aagarrd, CTAs represent a tipping point between a bounce and a conversion.
"Every time you ask someone something online, they have to go through a call-to-action to be able to do it," Aagaard said.
In this Email Summit 2013 session replay, you will learn:
The two elements CTAs consist of — design and copy — and how these elements are interrelated
How changing one CTA reading "your" to "my" increased conversions 90% in trial sign-ups in one experiment
How CTA placement is also a major factor in conversion rate, depending on the complexity of the product or service
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