What a 173% Increase in Clickthrough Can Teach You About Subscribers

Source http://feedproxy.google.com/~r/MktgExperimentsBlog/~3/p6ju9Z1U0GY/web-clinic-clickthrough.html

At MarketingExperiments, we define friction in a conversion process as a psychological resistance to a given element in a sales process.

If you’ve ever waited in a long line at a theme park in July, that’s friction personified. It’s the hot and sweaty agony that makes a customer ask themselves, “Why am I doing this?”

I should also add that not all friction is avoidable, but a large concentration of it can be reduced through a little testing and optimization.

In today’s post, I wanted to share with you a recent experiment to identify and reduce friction, which you can enjoy with no lines or waiting.

Before we dive in, let’s review the background notes and give the experiment a little perspective and context.

 

Background: A large news publication.

Goal: To increase clickthrough rate.

Primary Research Question: Which landing page will generate the most clicks?

Approach: A/B multifactorial

 

Side-by-side

Here are the pages in the experiment together.

 

During a preliminary analysis of the control, the MECLABS research team hypothesized the control page’s long-form layout style was impacting performance.

As you can see, the bullet points help organize the copy, but their sheer number creates a wall of text.

For the treatment, the team organized those bullets into a tabbed navigation, allowing the customer to click on what is relevant to them in an effort to help guide the conversation toward a subscription.

They also removed the video and added a second call-to-action.

How did the treatment stack up?

 

Results

 

The treatment outperformed the control by 173% at a 99% level of statistical confidence.

 

What you need to know

The short and sweet here is friction exists in every element on your landing pages, and you have to work relentlessly to identify and reduce it.

I say this because, ultimately, customers are not just subscribing to your product or service; they are subscribing to an expectation of an amazing experience.

An experience, might I add, that is best built with as little friction as possible (and hopefully no turnstiles).

To learn more about how friction factors into your efforts to convert subscribers, you can watch the on-demand Web clinic replay of Optimizing Subscription Paths:

Download the slides here.

 

You may also like

Landing Page Optimization: Leveraging perception to tip the value scale (Part 1) [More from the blogs]

Landing Page Optimization: Leveraging perception to tip the value scale (Part 2) [More from the blogs]

Why Subtle Changes in Button Copy Can Significantly Influence Clicks [More from the blogs]

    Internet Marketing Products

  • Affiliate Tools HQ Membership Site A Membership Site For Online Marketers Who Are Serious About Making Money Online. Developed By Respected Online Marketers, Paula And Wanda, From Affiliate Blog Online.
  • CPA Method Core SPECIAL 14 Year Old kid cracks into a new internet marketing goldmine and banks daily from the travel industry. Find out how...
Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, we will receive an affiliate commission. Regardless, we only recommend products or services we believe will add value to our readers.

Share and Enjoy

  • Facebook
  • Twitter
  • Delicious
  • LinkedIn
  • StumbleUpon
  • Add to favorites
  • Email
  • RSS

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge