By: Daniel Burstein (Director of Editorial Content at MarketingExperiments Blog)
This article originally appeared on the MarketingExperiments blog. You can also sign up for the Marketing Experiments newsletter to receive more optimization research.
The success of everything you do in marketing — all of your planning, your automation, your copywriting — hinges on one moment …
Also known as the call-to-action.
In today’s MarketingExperiments blog post, we’ll share five common call-to-action errors we’ve discovered in our research, with an example experiment result for each one.
These errors were taken from, and you can learn much more in, the video replay of our “Minor Changes, Major Lifts: How headline and call-to-action optimization increased conversion 45%” Web clinic, written by Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS, and Paul Cheney, Editorial Analyst, MECLABS.
“Behind every call-to-action there is a perceived cost for taking that action,” Dr. McGlaughlin said. “By either reducing the perceived cost or increasing the perceived value in the button copy, we can generally observe an improved response.”
(Please note: Some samples have been anonymized to protect Research Partner identity.)
Error #1: A call-to-action without implied value
The result: 201% increase in conversions
The value to the customer for taking the requested action in the form on the left is … a sales call?
However, the value for taking action in the form on the right is free access to search a business and consumer database.
Which has more value to you?… Read more »