On the 6th day of Christmas a great site gave to me...clear call to action

Posted by Carol Strachan on 08 December 2017

Click here to listen to the song in its entirety

More than 90% of visitors who read your headline also read your CTA copy*

So you've managed to get a new prospect to your recently upgraded, eye catching and well designed website. Great!  Now all you have to do is sit back and wait for them to carry out that action you've invested all your time and effort in creating - purchasing a product, signing up to become a donor, downloading a brochure, registering on a course... and so on.

But wait a sec, they're not playing ball and they've just exited your site. What's going on?

There really is no hard and fast rule as to what will get a customer to convert on your website, but there is one simple action you can take that will at least help identify what will have a positive impact and perhaps nudge the prospect across the line.

In a word (well actually a few words) - A/B or Multi-variant testing

Creating an A/B test on pages that have the highest business value is a great way to find out what customers respond to and whether changing the position, colour or text of a call to action will have a  positive or negative impact. When setting up an A/B test it's important to reference what the problem is for example, not enough members signing up to a newsletter.

Next ensure you create a hypothesis as to what changes you could make that will have a positive impact and finally include what you think the expected results will be.  Simply assign variants to the test page that will compete with the original and select the test period.  

Then by reviewing your website analytics after a couple of weeks you should uncover insightful results which you can then act upon by selecting the variant(s) where you have seen an improved result. 

Here at Unified Solutions we work with our technology partners to fully maximise their AB testing functionality while equipping you with the skills and knowledge necessary to run your own future campaigns.

Check out a video on A/B testing courtesy of our partner, Kentico:

(*Source: Unbounce)






Carol Strachan

Carol Strachan

Carol joined the Unified team over three and a half years ago and brought with her a wealth of marketing experience gained over the past 20 years.  During her career, Carol has worked on some really exciting campaigns including the launch of 4G with Three and the Transforming Local Infrastructure project back by the Cabinet and supported by the National Lottery.  With Unified, Carol's role is to ensure everyone knows who we are by shouting about us over social media, writing blogs, creating emails and other marketing communication initiatives.  

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