AB Test Calls to Action

 
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Show variations of calls to action (and other important text) to different groups of your users; measure which is the most successful and adopt it for all users.  
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Display variations of calls to action (and other important text) to different groups of your users; measure which is the most successful and adopt it for all users.  
=== What Problem This Solves  ===
=== What Problem This Solves  ===
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Users are visiting your website but aren't clicking through to the pages that are important for your business.
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Users are visiting your website but aren't clicking through to the pages that are important for your business.  
=== When to Use This Pattern  ===
=== When to Use This Pattern  ===
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Use this pattern when your organization relies on users visiting a specific business-critical page on your website, e.g. to donate money, buy a service, or view product features.
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Use this pattern when your organization relies on users visiting a specific business-critical page on your website, e.g. to donate money, buy a service, or view product features.  
=== What's The Solution?  ===
=== What's The Solution?  ===
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Edit this. Describe the solution, in detailed steps and with accompanying images if necessary.  
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Design variations for your call to action, e.g. "Sign Up" could have variations of "Sign Up Now", "Find out more" and "Read the details".
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Next, configure your website so that different users are shown these variations. If your content management platform doesn't have an integrated AB Test module, there are a number of third-party services available, such as [http://www.google.com/websiteoptimizer Google Website Optimizer] (Free) and [http://visualwebsiteoptimizer.com/ Visual Website Optimizer] (Free trial available, at time of writing). These services also accurately measure the results of each variation and provide the statistics necessary to determine when the results are significant (i.e. not just by chance).
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Once the results are in, modify your website accordingly, and repeat/iterate the process as necessary, based on your findings (i.e. try subtle variations of the new winning phrase).
=== Why Use This Pattern  ===
=== Why Use This Pattern  ===
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Edit this. Describe the user and business benefits for this pattern, with links to evidence or additional research data if available.  
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It's almost impossible to know which text will work best unless you run tests (what works for other people may not necessarily work for you), and an AB test may be one of the quickest, easiest and cheapest methods for improving your sign-up/purchase rate.
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=== References  ===
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#[http://dustincurtis.com/you_should_follow_me_on_twitter.html Dustin Curtis: You Should Follow Me on Twitter]
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#[http://www.niemanlab.org/2009/10/how-the-huffington-post-uses-real-time-testing-to-write-better-headlines/ How The Huffington Post uses real-time testing to write better headlines]<br>
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#[http://blog.appsumo.com/be-careful-what-you-ask-for-how-2-words-dropped-ctr-36/ Be careful what you ask for. How 2 words dropped CTR 36%!]
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#[http://meta.wikimedia.org/wiki/Fundraising_2010/Banner_testing Wikipedia 2010 Fundraising Banner: AB Test Results]
=== Examples Gallery  ===
=== Examples Gallery  ===
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Edit this. Upload images of this pattern in use, if available. Otherwise, delete this section (and heading).  
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[[Image:Dustin-curtis-ab-test.png|thumb|left|Dustin Curtis increases CTR by 173% using an iterative AB Test]]<br>
=== Categories<br>  ===
=== Categories<br>  ===
[[Category:Editorial]] [[Category:Microcopy]]
[[Category:Editorial]] [[Category:Microcopy]]

Latest revision as of 04:17, 17 January 2011