How to write copy that converts – 5 lessons from 300 A/B tests

Optimization Tactical Deep Dive

Michael Lykke Aagaard

Test Junkie / Copy Fanatic

ContentVerve.com

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Experiment 1: Background

Experiment ID: MatchOffice.com product pageLocation: Michael Aagaard Research Library

Background: International commercial real estate portal.

Objective: Increase leads.

Test Design: A/B split test.

Research Notes:

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VariantA: VariantB:

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VariantA: VariantB:

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Control: Treatment:

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Experiment 1: Results

14.79% increase in conversionsThe treatment CTA copy increased conversions by 14.79%

What You Need to Understand: By changing one word in the button, it was possible to increase conversions by 14.79%.

!

Variant CRRelative

DifferenceStatistical

Confidence

Control 3.54% - -

Treatment 4.06% +14.79% 95%

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“Getinforma on”

Control:

“Orderinforma on”

38.26%moresignups

Treatment:

Sa s calconfidence98%

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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

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Lesson 1:

Your Copy Has Direct & Measurable Effect on Conversions

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Experiment 1: Background

Experiment ID: BettingExpert.com home page sign-up formLocation: Michael Aagaard Research Library

Background: Betting community where tipsters can share insights and tips.

Objective: Increase number of sign-ups.

Test Design: A/B test.

Research Notes:

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Control: Treatment:

100%privacy-wewillneverspamyou

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Experiment 1: Results

18.70% decrease in sign-upsThe treatment with the privacy policy reduced conversions by 18.70%.

What You Need to Understand: By adding a privacy policy, the conversion rate went down 18.70%.

!

Variant CRRelative

DifferenceStatistical

Confidence

Control 2.03% - -

Treatment 1.65% -18.70% 96%

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Cont rol: Treatment :

We guarantee100% privacy. Your information will not be shared.

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Cont rol: Treatment :

19.47%moresignupsSta s calConfidence96%

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Control: Treatment:

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Control: Treatment:

31.54%moresignupsSta s calConfidence99%

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Control: Treatment:

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Control: Treatment:

12.45%lesssignupsSta s calConfidence95%

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Lesson 2:

Your Copy is a Means to an End –Not an End in Itself

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YOU WORK OUT SMARTER AT FITNESS WORLD

Control:

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YOU WORK OUT SMARTER AT FITNESS WORLD

Control:

GROUP TRAINING & FITNESS AT YOUR LOCAL GYM

Treatment:

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YOU WORK OUT SMARTER AT FITNESS WORLD

Control:

GROUP TRAINING & FITNESS AT YOUR LOCAL GYM

Treatment:

38.46%moreconversions

Duringthecampaign,thetreatmentsold38.46%moregymmemberships.

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Lesson 3:

It’s all about Optimizing Decisions – Not Web Pages

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No Yes

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Cont rol: Treatment :

83.75%moresignupsSta s calConfidence97%

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Treatments: Lift:

Make More Money on Your Bets - Get Free Daily Betting Tips 41.14%

Stop Losing Money on Your Bets - Get Free Daily Betting Tips 11.03%

Don't Miss Out - Get the Best Daily Betting Tips for Free 9.06%

Passionate about betting? We are too

Control Headline:

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1. Clear Benefit Make More Money on Your Bets - Get Free Daily Betting Tips

2. Loss Aversion Stop Losing Money on Your Bets - Get Free Daily Betting Tips

3. Question Passionate about betting? We are too

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Cont rol: Treatment :

63%moreconversionsSta s calConfidence98%

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Cont rol: Treatment :

11%moreconversionsSta s calConfidence95%

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Lesson 4:

Clarity & Relevance are King

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IT’S SMART TO WORK OUT SOMEWHERE WITH 100 GYMS

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Control:

34

IT’S SMART TO WORK OUT SOMEWHERE WITH 100 GYMS

KEEP YOUR NEW YEAR’S RESOLUTION EASILY & AT LOW COST

Workout throughout January for 100,-

Workout throughout January for 100,-

Control:

Treatment:

26% more conversionsSatistical confidence 100%

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99.4% more conversionsSatistical confidence 99%

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213.16%higherCTRSta s calConfidence99%

Cont rol: Treatment :

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Lesson 5:

There is no “One-Size-Fits-All” Solution – You Need to Test

Cont rol:

Treatment :

18.70%lesssignupsSta s calConfidence96%

19.47%moresignupsSta s calConfidence96%

Treatment :

YOU WORK OUT SMARTER AT FITNESS WORLD

Control:

GROUP TRAINING & FITNESS AT YOUR LOCAL GYM

Treatment:

38.46%moresignupsDuringthecampaign,thetreatment

sold38.46%moregymmemberships.

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Control: Treatment:

14.79%moreconversionsSta s calConfidence95%

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Thanks for listening!

michael@contentverve.com

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http://contentverve.com/?attachment_id=1868

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