WINNING VERSION
A
Poll Results - The Best Guesses:
Which App CTA Button Converted Best?
- Version B
- Version A
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HealthEngine is Australia’s largest online health market place. It enables users to book an appointment with a doctor, dentist, chiropractor, or other health practitioner directly, online.
As part of an on-going study, the HealthEngine testing team conducted this healthy button test, in-house, for their health services app.
Background:
Wanting to increase the number of users booking appointments through the app, the testing team examined the Call To Action (CTA) button.
With the original layout (Version B)– which featured a small “Book” button, followed by a series of time slots — it appeared users weren’t aware they could scroll to see more available appointment times.
Hypothesis:
The team suspected clarifying the available appointment times would increase booking conversions.
Test Set-Up:
The team figured the best way to get visitors to book an appointment would be to provide a clear and obvious CTA that instructed visitors to “Book Appointment.” Once visitors clicked on this CTA button, available time slots were then shown.
To determine if this strategy worked best, an A/B test was set-up and run on Adobe Target.
Over 3 days, a total of 17 thousand visitors saw either the app version with the blue “Book Appointment” CTA button that looked like this:
Or, the “Book” button, with the scrollable time slots, that looked like this:
Traffic was split 50/50. Appointment bookings were tracked across both versions.
The Real-Life Result:
Winner: Version A – the “Book Appointment” CTA button, was the strong winner.
Compared to the losing “Book” button, the “Book Appointment” CTA increased appointment bookings 30%.
Results achieved 99% confidence.
Analysis:
Clarity converts. Confusion doesn’t.
When it comes to Call To Action (CTA) buttons, your best bet is to use clear, strong text that motivates your users into action.
Verbs — like “book,” “get,” and “try” — tend to work best because they actively involve and engage the reader.
Additionally, “low friction” words, that make it easy for your visitors to move forward, without much commitment, can be helpful for nudging users to convert.
The phrase “Book Appointment” was ideal because it started with the verb “book” — which clearly communicated exactly what action users needed to take. And then specified what to book, in a low friction, non-pushy way.
The fact the button was large, clear, and obvious likely also helped conversions. Once committed to booking an appointment, users could then go on to choose the time slot that best suited their schedules, making the process simple and easy.
In the losing variant, the small blue “Book” button may have been easily overlooked, may not have appeared like an interactive element, and didn’t clearly communicate that users could scroll to see additional time slots. The CTA created confusion, rather than clarify.
If you’re not yet convinced, this test shows, CTA buttons can make or break conversions. In fact, according to one study, 90% of web visitors ONLY read headlines and CTA buttons — and nothing else!
So, make your CTA buttons count.
Ultimate Takeaway & Immediate Application:
When crafting the ultimate high-converting CTA, aim to start your text with verbs. Also consider using “low friction” words that gently nudge your visitors to click, taking the next step in your conversion funnel.
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Poll Results - The Best Guesses:
Which App CTA Button Converted Best?
- Version B
- Version A
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