Difference Between Versions:
Version A –Sign-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):
Increase number of users giving their email, or joining through Facebook
Paid — Users searching keywords, then clicking on relevant AdWords links
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The AdWords-matched page lifted sign-ups 32.6%, compared to the version emphasizing the “free” offer. Results achieved 99% confidence.
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