I recently finished an A/B test of the call to action button on my web page and thought the best way to get started was to share 31 case studies you can look through and start yourself; Today.
The A/B Test I ran was very simple; does a black or green coloured button on my web form increase subscribers and my conversion rate.
A/B Testing sounds incredibly scientific and technical but really it’s easier than you think.
But first here are 31 A/B test case studies; look at them, choose one to test and start your test using a free trial of an A/B software solution I propose at the end of this blog post.
Table of Contents
- Call to action words
- Test Green and Orange call to action button
- A/B Test formal and informal call to action copy
- Test Green or Red Call to Action Button
- Free Access or Click Here wording on Button
- Testing Red and Pink Call To Action Button
- Green and Magenta Call To Action Button
- Testing Green and Yellow Call To Action Button
- Testing Button Wording – Free or Now
- Button Wording – Send Report or Click To Start
- Button Wording – Click Here or Start
- Button Wording – Click to Subscribe or Get a Free Tip Sheet
- Button Wording – Let Me Know or Email Me More Info
- Button Wording – Download Report or Click To Download
- 30% increase in sales using heatmaps to analyse button clicks
- Adding a call to action button above the fold
- 12% increase in product page conversion
- 7% sign-up page conversion rate increase
- A/B Testing Stock or Real Image?
- 32% increase in conversions using A/B Testing
- Testing Bearded Men or Non Bearded Men Product Images
- Testing Short or Long Page Copy?
- Testing Different Font Sizes
- Testing Testimonials increased conversions by 50%
- Testing Home Page 69% increase in leads
- Testing Minimal Landing Page increased conversions from 1% to 13%
- Test Image or Video on Landing Page
- Test Image increased conversions by 89%
- Test PPC Landing Page 336% increase in conversions
- Test Call To Action copy 41% increase in signups
- Testing landing page conversion with and without video
- 90% increase in click through rates changing one word
- How to Get Started With an A/B Split Test
- Summary of A/B Testing and Call To Action Buttons
Call to action words
15% increase in opt-ins with the version on the left because of the image used contained the product the user would receive and the call to action wording included the product the user would receive.
86% increase in opt-ins because the call to action button was green instead of orange.
A/B Test formal and informal call to action copy
A 35% increase in opt-ins with Send Me The List Now or Why Not – Send It Over.
The “Send Me The List Now” has a sense of urgency whereas “Why Not” contains a negative phrase.
Test Green or Red Call to Action Button
The green button increased conversions by 31% over a red button.
Free Access or Click Here wording on Button
Free instant access or Click here on your button text, which is better?
“Free Instant Access” increased opt-ins by nearly 27%.
Testing Red and Pink Call To Action Button
Instead of testing red v green buttons, how about testing red v magenta buttons ?
The magenta coloured button increased opt-ins by 68%.
The colour red is usually associated with a warning or danger, magenta is a more energetic colour.
Green and Magenta Call To Action Button
Green versus magenta coloured buttons.
The magenta colour button outperformed the green button and increased opt ins by 25%.
Perhaps because the audience was female?
Testing Green and Yellow Call To Action Button
A green and a yellow call to action button.
Which one performed better ?
The green coloured button outperformed the yellow button and increased conversions by 132%
Testing Button Wording – Free or Now
What call to action button copy worked better – “Download For Free” or “Download Now” ?
I think you already know what will work better.
Yes, “Download For Free” increased the opt-in rate by 131%.
Button Wording – Send Report or Click To Start
What text on the call to action button worked better ?
Yes Send Me the Report or Click Here to Start?
Yes Send Me The Report performed better (198% increase in conversions) because it explained to people what they were going to receive after they entered their email address.
Note the subtle differences; capitalisation and the exclamation mark after ”Yes”.
Button Wording – Click Here or Start
Which call to action copy increased conversions by 54%?
Click Here To Start The Free Java Email Course
Start The Free Java Email Course Now
Start The Free Java Email Course Now received a 54% increase in conversion.
It’s a shorter title.
The word ‘Start’ focused the user on a desired action.
Button Wording – Click to Subscribe or Get a Free Tip Sheet
Which welcome gate button copy increased conversions by 227%?
Click here to subscribe for free now
Get a Free Parent Tip Sheet Now
Get a Free Parent Tip Sheet Now received a 227% increase in conversions.
Click v Get.
The word Get is more of an incentive then the word Click.
FREE was capitalised in the sentence to make it more prominent.
Button Wording – Let Me Know or Email Me More Info
“Let me know when breakthrough is available”
“Email me more info”
The latter performed better.
It received a 90% increase in conversions.
“Let me know when breakthrough is available” is probably too long.
“Email me more info” is much easier to understand.
Button Wording – Download Report or Click To Download
Which copy on the call to action button performed better ?
Download The Report
CLICK TO DOWNLOAD
Download The Report received a 14.51% increase in conversions – that’s the difference between a 28.46% and a 32.59% conversation rate.
Or put it this way that’s 41 more leads every 1000 visitors.
Why did it work better?
The copy wording tells you what you will get after you enter your email address.
When an e-commerce company launched a new store on a new platform their sales conversion dropped.
There were browser issues, customer account logged details were not migrated over to the new website and customers who added an order to their cart and logged in were not getting directed through to the checkout.
Through the use of Hotjar they were able to see the issues for themselves and get their developers to fix the issues.
In this case study, the client used Hotjar’s heatmap feature to examine user behaviour on his pages and add a call to action button just ‘above the fold’ (the part of a page people see before scrolling) and he boosted the clicks on his page from 21.8% to 33.02%.
12% increase in product page conversion
A fashion e-commerce company tested their product pages because feedback from their customer service team noted that shoppers were not aware of the free returns policy.
As you can see from the screenshots, the company changed the position of the word “Free” from the right to the left of the information boxes and add a Yes to the green box.
And they added “& Free Returns” copy next to the price.
The test was conducted across four variations:
- Variation 1 – Shift “Free” to the left
- Variation 2 – Add ‘& Free Returns’
- Variation 3 – Shift “Free” to the left and add ‘& Free Returns’
Variation 1 – shift free to left improved checkouts by 12.3%
I looked at one of their brands, http://www.theiconic.com.au/
Similarweb.com estimate 3 million visits a month.
A 2% conversion rate improved by 12.3% with an average order value of $50 equates to $400,000 extra revenue per month.
7% sign-up page conversion rate increase
The company had a payday loans website and the company were evaluating their sign up form position on the right of the page.
The question they asked was “what if we minimised the form and put it behind a call to action button?”
So now they had a green “apply now” button in the top right corner of the page resulting in 7% higher conversions.
A/B Testing Stock or Real Image?
Photographers will love this case study, should you use a stock photo or a real image on a website?
A designer’s instinct is that a real image should communicate a more authentic and real portrayal of a company.
Well, let’s put it to the test.
The stock photo of a driver in the truck is on the left and the real photo is on the right.
The main goal was to track the number of visits to the thank you page that users would land upon after completing the contact form.
There was a 161% lift in conversions.
The full case study goes on to show that the stock photo was used in over 30 different websites.
Designer intuition proven in this quantitative A/B test.
A picture does tell 1000 words and, in this case, boost web site conversions.
32% increase in conversions using A/B Testing
A website for training workers in the construction industry proposed changing the call to action text on their home page from “Click to Purchase” to “Start Now”, change the call to action subheading colour and add images of trust below the main image.
The test ran for 3 weeks with 6585 page visitors and resulted in a 32% increase in conversion (visits to their payment page).
As you can see from the variation design the header has a contrasting white background and the call to action wording, Start Now, is in green as opposed to light brown on white text.
Testing Bearded Men or Non Bearded Men Product Images
Do women find bearded men more attractive than clean shaven ones ?
So an e-commerce store put the question to the test.
The owner of a fashion store added a beard to a male model and tested it against the same clean shaven model.
The test ran for 15 days with over 36,000 visits and the goal was to track click to the “Add To Shopping Bag”
The beard outperformed the clean shave by 49% and results in a 33% boost in orders.
Why did it work?
Beards are perceived as healthier and more attractive than clean shaves and stubbled and, in fashion and acting, cooler and more ‘epic’.
(this was an April Fools Joke, thought I’d add in something to lighten the mood)
Testing Short or Long Page Copy?
An SEO company went from rich long content page to one with just a form and headline text and improved their conversions.
A software solution for freelancers and businesses wanted to test the long and short version of a pricing and sign up page.
They believed a shorter page would drive more sign ups as there would be fewer distractions.
As you can see the long page has a list of questions and answers and testimonials whereas the short page did not.
A month long test of 1000 visitors proved the long form page with faqs and testimonials increased sign ups by 372%
The FAQs and testimonials removed doubt about the service and the testimonials added credibility and trust.
Testing Different Font Sizes
If you look at the default page the hyperlink font size was 14 pixels and they tested against 12, 13, 15, 16, 17 and 18 pixels variations.
The test rate for a month with 3100 visitors and the winner was 18 pixels recording 32% more clicks.
Testing font size is a good way to improve conversions and profits.
Testing Testimonials increased conversions by 50%
A company in Switzerland offer courses in hospitality and business management.
They generated leads via a “Receive your free brochure offer”.
Their digital agency was tasked with improving leads and identified that testimonials weren’t being used on the lead page so they ran a split test.
This resulted in a 50% conversion increase and a 54% decrease in cost per lead via Google Adwords.
Testimonials add credibility and social proof to a business and positively impact conversions.
A website helps find venues for people and companies.
To capture enquiries they had a headline on their home page “Looking for a venue in London” followed by a sub heading “Call us or fill in a form to speak to a dedicated venue coordinator” and a form with name, phone number and email fields.
The company decided to test the sub heading with “Stop right now! Call us or fill in the form and we’ll do the hard work for you for free” that was more dynamic and attention grabbing.
1200 web visitors were tested and the new sub heading increased leads by 69%.
The “Stop Right Now” and exclamation mark may appear forceful but it captured attention and told website visitors what to do; and more did.
“We’ll do the hard work” is a solution to a prospective venue seeker and “for free” lets the visitor know there is no cost involved.
Testing Minimal Landing Page increased conversions from 1% to 13%
An SEO Link Building company decided to remove all key elements from their home page (video, form, customer logos and testimonials) and test against a minimal page with just a sign-up form.
The test ran for 30 days with 3000 visitors being tested.
The minimal home page increased sign up from 1.39% to 13.13%.
Most of their home page traffic can from people with existing knowledge of the company so trust was possibly already established.
In consumer behaviour, tests have shown if you give people too many choices they don’t choose at all.
The new simple home page offers users 2 choices; complete the form or leave.
However the new form could suffer from a low trust factor and the author suggested adding a testimonial next to the form.
Test Image or Video on Landing Page
A website to help people to grow organic food wanted to increase their page conversions.
They decide to split test an image on their about page with a video.
The video outperformed the image with 12.62% increase in clicks to the add to cart button.
Test Image increased conversions by 89%
An estate agency in Holland wanted to increase the number of home sellers sign ups to their service.
They wanted to improve their registration page and decided to test the help area to the side of the registration form.
They tested the image of the lady with the image of the male holding a sold house sign.
This test showed an 89% increase in sign ups compared with the original.
The reason for the improvement was the new image showed the perceived desired outcome of registration and selling the user’s house.
Test PPC Landing Page 336% increase in conversions
A career college wanted to increase their leads from their pay per click advertising.
The audience was potential college students and the client identified that mobile device traffic was very high.
So they tested the landing page on the left with the landing page on the right.
The main differences to the page on the right were:
- No top navigation
- Image at the top of the page
- A single person image (as opposed to 4 people in an image)
- Form at the top of the page
The test ran for 23 days and resulted in a 336% increase in conversion; from a 3.12% to a 13.64% page conversion.
Test Call To Action copy 41% increase in signups
This was a case study for sign ups on a betting forum website.
The test was done on the home page sign up form.
The original author of the case study believed the sign-up form was weak and did not answer the question “why should I fill out this form and give you my email address?”
The original or control sign-up form had a headline that read “Join BettingExpert”.
The variant form had a headline of “Get FREE Betting Tips”.
The button wording was test; “Sign Up” and “Sign Up & Get the Best Daily Tips”.
The test ran for 9 days and a 13560 visitor sample size.
Here’s another example
The key learning from this test is that the words or website copy you use have a direct and measurable effect on your conversion rate.
Testing landing page conversion with and without video
The article author tested his landing page without a video, with a video and with a video contained in a popup light box.
- Without video – 6.5% conversion
- With embedded video – 11% conversion
- With video in lightbox pop up – 13% conversion
As Michael quoted, “video gives a deeper understanding of a product” when people are reluctant to sign up.
90% increase in click through rates changing one word
A simple one word increase resulted in a 90% increase in click through rates.
How to Get Started With an A/B Split Test
I have created a short tutorial outlining how to get started with an A/B split testing
I recommend you start the video and select full screen size from the bottom right corner for the best viewing option.
- Think about a website you are working on
- Pick one of the split test above you could copy and perform
- Sign up for a free account/trial at VWO.com or try OmniConvert
- Go to the Test – A/B menu on the left navigation
- Select Create
- Enter the url you want to test and press next
- Select the anchor button from Variation 1
- Hover over the element you want to test and the editor box will pop up
- I chose to test the button colour so I chose Style and then background colour
- Press Next
- From the duration of campaign section I wanted to choose a 1 week test duration
- So enter the average monthly visits to the page
- Select the conversion rate for the control page
- Select the conversion rate for the variation(test) page
- Choose Quick Learnings
- Now enter the Goal URL in the Goal URL field
- Press Next
- Enter a Campaign Name
- Press Finish
- Press the Anchor button in the top right corner of the admin panel
- Select Smart Code
- Copy that code and place before the closing head tag in your website
- Test your code is installed in the smart code checker field
- Go to Test – A/B Test and choose your campaign
- Select Not Started then Start
- Your First A/B Test is now up and running
- Set a reminder for a week today and review the results
Summary of A/B Testing and Call To Action Buttons
Companies such as UnBounce, VWO and LeadPages make A/B Testing very easy.
These case studies have shown is that testing one small element on a page or website can reap significant improvements.
My A/B testing video is an oversimplified example, but that’s the whole point of an A/B test; compare one element with another.
If improvements are detected make the change and do your next test.
Thanks for reading and watching; I’m off to do a split test with my GetDrip email marketing campaigns now.