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Can You Guess Which Test Won?

Do fancy or descriptive text titles work best?

Descriptive Titles
ancestry-descriptive_titles-version_b-smClick here to enlarge

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Difference Between Versions:

Version A Catchy titles to sell and describe the plan package 
Version B Exact same page but with descriptive text titles to detail the package available for purchase

Key Performance Indicator (KPI):

Membership sign-ups

Test Goal:

Increase subscriber sign-ups

Traffic Source:

Organic, paid, TV ads


Users who had never had a free trial or subscription and were interested in accessing their ancestral records


Ancestry: the world’s largest genealogy company

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Test Run By and For:

Test Run On:

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