Which message tone works best?

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Can You Guess Which Test Won?

Think about it? Or do it now? Which ad copy converted better?

Future-oriented messaging

version_a-dela_future_planning_ad_copy

Present-oriented messaging

version_b-dela_action_oriented_ad_copy

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Difference Between Versions:

Version A – Messaging encouraged parents to think about long-term planning and future outcomes
Version B – Messaging encouraged parents to take immediate action

Key Performance Indicator (KPI):

Clickthrough Rate (CTR)

Test Goal:

Increase number of users clicking from the advertisement to the landing page

Traffic Source:

Display advertising traffic

Audience:

Parents and prospective customers researching future planning services

Organization:

DELA: Insurance and financial services organization

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