1. Call To Actions Tested:
3 words that increased conversion by 43%
2. Experiment: Background
Experiment ID: Protected
Location: MarketingExperiments Research Library
Test Protocol Number: TP1567
Research Notes:
Background: This test was implemented in the secure section of a large
financial institution’s website. The offer was an up-sell for a savings account.
Goal: To increase submitted savings account applications
Primary Research Question: Which link copy will result in the highest
impression to application submission rate?
Approach: A/B Single Factor Split
3. Experiment: Control Path
Save automatically with a {Brand} Savings Account Learn More
Landing Page Application Form
Logo Logo
Image
CTA CTA
4. Experiment: Control Path
Save automatically with a {Brand} Savings Account Learn More
Landing Page Application Form
Logo Logo
Image
CTA CTA
5. Experiment: Treatment Path
Save automatically with a {Brand} Savings Account Open an Account
Landing Page Application Form
Logo Logo
Image
CTA CTA
6. Experiment: Treatment Path
Save automatically with a {Brand} Savings Account Open an Account
Landing Page Application Form
Logo Logo
Image
CTA CTA
8. Experiment: Results
43% Increase in conversions
The Treatment generated 43.0% more conversions than the Control
Verison CR Rel. diff Stat. Conf
Control Link: Learn More 3.0%* - -
Treatment Link: Open an Account 4.3%* 43.0% 99%
What You Need tomore serious implication ofthe copy in the link to the link
communicate the
Understand: By changing
opening an account,
attracted prospect with higher levels of motivation.
*Conversion rate has been anonymized to protect partner.
9. Copywriting Web Clinic
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