Optimization Tactical Deep Dive How to write copy that converts 5 - - PowerPoint PPT Presentation

▶
optimization tactical deep dive
SMART_READER_LITE
LIVE PREVIEW

Optimization Tactical Deep Dive How to write copy that converts 5 - - PowerPoint PPT Presentation

Oct 31, 2022 334 likes •770 views

Optimization Tactical Deep Dive How to write copy that converts 5 lessons from 300 A/B tests Michael Lykke Aagaard Test Junkie / Copy Fanatic ContentVerve.com Experiment 1: Background Experiment ID: MatchOffice.com product page Location:

slide-1
SLIDE 1

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

slide-2
SLIDE 2

2

Experiment 1: Background

Experiment ID: MatchOffice.com product page Location: Michael Aagaard Research Library

Background: International commercial real estate portal. Objective: Increase leads. Test Design: A/B split test.

Research Notes:

slide-3
SLIDE 3

3

Variant A: Variant B:

slide-4
SLIDE 4

4

Variant A: Variant B:

slide-5
SLIDE 5

5

Control: Treatment:

slide-6
SLIDE 6

6

Experiment 1: Results

14.79% increase in conversions

The 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 CR Relative Difference Statistical Confidence Control 3.54%

  • Treatment

4.06% +14.79% 95%

slide-7
SLIDE 7

7

“Get informa on” Control: “Order informa on”

38.26% more signups

Treatment:

Sa s cal confidence 98%

slide-8
SLIDE 8

8

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
slide-9
SLIDE 9

9

Lesson 1:

Your Copy Has Direct & Measurable Effect on Conversions

slide-10
SLIDE 10

10

Experiment 1: Background

Experiment ID: BettingExpert.com home page sign-up form Location: 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:

slide-11
SLIDE 11

11

slide-12
SLIDE 12

12

Control: Treatment:

100% privacy

  • we

will never spam you

slide-13
SLIDE 13

13

Experiment 1: Results

18.70% decrease in sign-ups

The 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 CR Relative Difference Statistical Confidence Control 2.03%

  • Treatment

1.65%

  • 18.70%

96%

slide-14
SLIDE 14

14

Control: Treatment:

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

slide-15
SLIDE 15

15

Control: Treatment:

19.47% more signups

Sta s cal Confidence 96%

slide-16
SLIDE 16

16

Control: Treatment:

slide-17
SLIDE 17

17

Control: Treatment:

31.54% more signups

Sta s cal Confidence 99%

slide-18
SLIDE 18

18

Control: Treatment:

slide-19
SLIDE 19

19

Control: Treatment:

12.45% less signups

Sta s cal Confidence 95%

slide-20
SLIDE 20

20

Lesson 2:

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

slide-21
SLIDE 21

21

YO U W O R K O U T S M AR TE R A T F ITN E S S W O R LD

Control:

slide-22
SLIDE 22

22

YO U W O R K O U T S M AR TE R A T F ITN E S S W O R LD

Control:

G R O U P TR AIN IN G & F ITN E S S A T YO U R LO C AL G YM

Treatment:

slide-23
SLIDE 23

23

YO U W O R K O U T S M AR TE R A T F ITN E S S W O R LD

Control:

G R O U P TR AIN IN G & F ITN E S S A T YO U R LO C AL G YM

Treatment:

38.46% more conversions

During the campaign, the treatment sold 38.46% more gym memberships.

slide-24
SLIDE 24

24

slide-25
SLIDE 25

25

Lesson 3:

It’s all about Optimizing Decisions – Not Web Pages

slide-26
SLIDE 26

26

No Y es

slide-27
SLIDE 27

27

Control: Treatment:

83.75% more signups

Sta s cal Confidence 97%

slide-28
SLIDE 28

28

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:

slide-29
SLIDE 29

29

  • 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

slide-30
SLIDE 30

30

Control: Treatment:

63% more conversions

Sta s cal Confidence 98%

slide-31
SLIDE 31

31

Control: Treatment:

11% more conversions

Sta s cal Confidence 95%

slide-32
SLIDE 32

32

Lesson 4:

Clarity & Relevance are King

slide-33
SLIDE 33

33

IT’S S M AR T TO W O R K O U T S O M E W H E R E W ITH 1 00 G YM S

W

  • rkout throughout January for 1

00,-

Control:

slide-34
SLIDE 34

34

IT’S S M AR T TO W O R K O U T S O M E W H E R E W ITH 1 00 G YM S

KE E P YO U R N E W YE AR ’S R E S O LU TIO N E AS IL Y & A T LO W C O S T

W

  • rkout throughout January for 1

00,- W

  • rkout throughout January for 1

00,-

Control: Treatment:

26% more conversions

S atis tical confidence 100%

slide-35
SLIDE 35

35

Why Trade Forex with Forextrading.com?

slide-36
SLIDE 36

36

Why Trade Forex with Forextrading.com? Get Your Free, No Risk, No Obligation $100,000 Forex Trading Demo Account

slide-37
SLIDE 37

37

Why Trade Forex with Forextrading.com? Get Your Free, No Risk, No Obligation $100,000 Forex Trading Demo Account 99.4% more conversions

S atis tical confidence 99%

slide-38
SLIDE 38

38

213.16% higher CTR

Sta s cal Confidence 99%

Control: Treatment:

slide-39
SLIDE 39

39

Lesson 5:

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

slide-40
SLIDE 40

Control: Treatment:

18.70% less signups

Sta s cal Confidence 96%

19.47% more signups

Sta s cal Confidence 96%

Treatment:

slide-41
SLIDE 41

YO U W O R K O U T S M AR TE R A T F ITN E S S W O R LD

Control:

G R O U P TR AIN IN G & F ITN E S S A T YO U R LO C AL G YM

Treatment:

38.46% more signups

During the campaign, the treatment sold 38.46% more gym memberships.

slide-42
SLIDE 42

42

Control: Treatment:

14.79% more conversions

Sta s cal Confidence 95%

slide-43
SLIDE 43

43

Thanks for listening!

michael@contentverve.com

Twitter.com/ContentVerve Facebook.com/ContentVerve

Get your worksheet at:

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