Many reasonable folks out there spend a lot of time and frustration in the search for the ‘perfect’ call-to-action. The good news is that with A/B testing, you can chose two suitable one-liners, then let the crowd decide which is their favorite!
If you’re curious about the difference one line can make when it comes to the responsiveness of your emails, here’s a quick example. We launched a survey amongst a group of active customers, to help us prioritize improvements to our app this year. As we were keen to receive as many responses as possible, we ran an A/B test using two versions of our survey email. Each email contained a different text-link to the survey, so we determined the winner based on which link received the most clicks.
Here are the two different emails we ran:
Difference seems fairly subtle, right? Not until you see the results:
The winner (Version A) achieved an estimated 51% increase in clicks over Version B! This equated to around 2,230 more customers clicking through to our short survey. We certainly didn’t expect that dramatic a lift, however it does go to show that a simple call-to-action (“Tell us what we can do better”) is often, the most effective. So, if you’ve got two strong CTAs in mind, why not give both a shot and let your readers choose. You may be surprised by the difference one line can make.
Do you have an A/B testing success story, or have you learnt something curious from your results? Let us know in the comments below!