Difference Between Versions:
Version A – Question-led copy: “Do you trade shares? Take your portfolio to the next level with our free three-part guide.”
Version B – Instruction-led copy: “Enter your name and email address to get our free three-part guide.”
Key Performance Indicator (KPI):
organic, direct, search, referral, paid, social, email
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IG is a UK-based online trading company with over 150 thousand customers worldwide.
Like many organizations, IG focuses on increasing its client base through lead generation, by collecting email addresses and nurturing email relationships with prospects.
In this test, IG focussed on collecting the email addresses of “low-intent” users — who didn’t show a lot of motivation to sign-up for the product presented to them. Low intent visitors were defined as users who either spent more than 2 minutes and 30 seconds on the page, or moved their mouse to exit the page.
These users were all based in the UK and had not previously signed up for any IG product.