Does low-friction or high-friction Call To Action (CTA) button copy work better?

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Can You Guess Which Test Won?

Which wording won? Low friction or high friction?

Low-friction wording: More information

vodafone-version_a-low_friction

High-friction wording: Order

vodafone-version_b-high_friction

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Difference Between Versions:

Version A – Banner ad with a purple button using low-friction wording, "More information"
Version B – Exact same banner ad but with high-friction wording, "Order"

Key Performance Indicator (KPI):

Clickthrough Rate (CTR)

Test Goal:

Increase the number of clicks from the banner into the site

Traffic Source:

Paid

Audience:

Online shoppers interested in TV, phone, and internet packages

Organization:

Vodafone Thuis: Dutch telecom provider

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