Are you ready for a behind-the-scenes look at a marketing misstep? Today, I’m pulling back the curtain on one of our failures so you can learn from our mistakes and discover the valuable lessons we gleaned from it.
Picture this: a so-called “best practice” that ended up tanking our conversion rate by 14%. Yes, you read that right. But don’t worry, the story doesn’t end there. What we learned from this failure actually led to a 4% boost in leads from our CTAs.
Curious? Keep reading to find out how a seemingly promising tactic turned into a cautionary tale and what steps we took to turn things around.
If you’re itching to dive deeper into the nitty-gritty details of our experiment, just click on the CTA button below to download our A/B Testing Guide and Kit.
Now, let’s rewind and dissect the debacle that unfolded when we put a common CTA strategy to the test.
The Best Practice That Backfired
It all started with a simple test of different wording on our CTA buttons. We experimented with variations that included phrases like “Get the Free [Product Type]” and “Get the Free [Specific Product].” What seemed like a harmless trial quickly spiraled into a significant drop in conversions.
So, why did the so-called best practice fail us? Our principal marketing manager, AJ Beltis, offers a compelling theory: the mere mention of “free” in an online context can trigger skepticism or even spam suspicions in users. It’s a classic case of conditioning – we’ve been conditioned to approach “free” offers with caution.
Surprisingly, the variant we dismissed as redundant – “Get the Free [Specific Product]” – actually saw a 4% increase in conversions, particularly among new visitors. The key, AJ suggests, lies in aligning the anchor text with the reader’s search intent, using visual cues to guide them toward the desired action.
Key Takeaways on Crafting Effective CTAs
As we reflect on this journey of trial and error, a few important lessons emerge:
1. Test Everything
Never assume that a best practice will work for your unique audience. Be prepared to challenge conventions and trust data over assumptions.
2. Use Keywords Wisely
Incorporate relevant keywords in your anchor text to resonate with users’ search intent and optimize accessibility for all audiences.
3. Test on High-Impact Pages
Don’t shy away from testing on your top-performing pages – that’s where the greatest growth opportunities lie. Embrace challenges as opportunities for learning and improvement.
4. Prioritize Audience Feedback
Your audience’s reactions should guide your decisions more than any industry guide or expert opinion. Tailor your strategies to fit your audience’s preferences and behaviors.
5. Test Your Offers
Remember that the success of your CTA hinges on the value of the offer itself. Test different offerings to see what resonates best with your audience.
Ready to Conduct Your Own CTA Experiments?
If you’re inspired to test your CTA button text and offers, follow these steps to set up your own experiments:
- Navigate to the test page.
- Click on the file menu and select “New,” then “Run A/B Test.”
- Enter descriptive names for each variation.
- Edit either the anchor text or the link destination, but not both.
- Click “Publish” to launch your test.
Remember, consistency is key when it comes to testing. Monitor the results closely and be prepared to make adjustments based on user feedback and data insights.
So, are you ready to embark on your own CTA optimization journey? Take the lessons we’ve learned to heart and craft CTAs that truly resonate with your audience’s needs and preferences.