Results: Which Button Copy Worked Best Early In The Funnel?

"Options and Order" button

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"View the options" button

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Which Button Copy Worked Best Early In The Funnel?

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Difference Between Versions:

Version A – Primary (pink) button text said “Options and order”
Version B – Primary (pink) button text said “View the options”


Key Performance Indicator (KPI): 

Clickthrough rate (CTR), Completed orders


Test Goal:

Increase Internet and TV package orders

 

Traffic Source: 

All: organic, search, direct, referral, paid, affliate, social, email

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Test Run By

Greenhouse Group

Test Run On

Optimizely

Test Run For

T-Mobile Thuis

WINNING VERSION

B

Poll Results - The Best Guesses:

Which Button Copy Worked Best Early In The Funnel?

  • Version A
  • Version B
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Background & Test Details:

The Dutch digital optimization agency, Greenhouse Group,  ran this crafty copy test, as part of an ongoing series of studies, for their telecommunications client T- Mobile.

Looking to increase Internet and TV package orders, the testing team dug deep into the data.

They found that a high percentage of visitors were clicking on the secondary “more info” blue link, placed directly below the pink “Options and order” button.

However, the conversion rate of users clicking on this sub-link was two times lower than those shoppers who skipped past the “more info” section and clicked directly into the view “options and order” section.

The team surmised visitors clicking the secondary “more info” link weren’t quite ready to make a purchase. They need more information first.

 

Poll Results - The Best Guesses:

Which Button Copy Worked Best Early In The Funnel?

  • Version A
  • Version B
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