Results: Which AdWords Approach Resulted In More Subscriber Sign-Ups?

AdWords search keyword shown

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"Free" and "save" emphasized - No AdWords keywords shown

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Which AdWords Approach Resulted In More Subscriber Sign-Ups?

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Difference Between Versions:

Version ASign-up page with imagery and text featuring a keyword used during the user’s AdWords search

Version B –  Similar page, but with a standard image. Text featured the words “free” and “save” — not the AdWords keywords


Key Performance Indicator (KPI): 

Signup conversions


Test Goal:

Increase number of users giving their email, or joining through Facebook

 

Traffic Source: 

paid

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This week’s Featured Test is brought to you by:

Test Run By and For

Secret Escapes

Test Run On

Google AdWords

Test Run On

Optimizely

WINNING VERSION

A

Poll Results - The Best Guesses:

Which AdWords Approach Resulted In More Subscriber Sign-Ups?

  • Version A
  • Version B
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Test Details:

SecretEscapes.com, a members’ only luxury travel discount site, conducted this exclusive study in-house.


Background & Testing Goal:

Over the past few years, the Secret Escapes testing team has focused on optimizing their sign-up page.

They’ve tirelessly tested dynamically inserting keywords, from AdWords campaigns, into their sign-up offer. But, have only ever achieved small gains. Typical conversion lifts have hovered around 5%.

Wanting a game changer, the team decided to test the effect personalizing the keyword text AND image.


 

 

Poll Results - The Best Guesses:

Which AdWords Approach Resulted In More Subscriber Sign-Ups?

  • Version A
  • Version B
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