Which Test Won? Test Of The Week Review

This week let’s pitt two pay per click (PPC) landing pages against each other. Here are both versions below.

This was a copy split test, with two different form headlines. Version A, above on the left had the headline “I want an expert opinion, Sign me up!” Version B above on the right had the headline “For Skin Consultation, Register Here.” There was also a change in the copy next to the image of the woman but let’s focus on the form headline since that’s what Which Test Won had focused on.

Kaya is a chain of clinics throughout India, Singapore, and the Middle East so that may account for the awkward copy on these pages. I have to assume that it’s the fault of a translation issue but I can’t be sure.

Regardless, Version A, with the form headline “I want an expert opinion, Sign me up!”, which more closely mirrored the page’s main headline wording, increased form submissions by 137.5% and final sales by 22%.

Let’s look at some insights as to why version A won.

1. The form headline is congruent with the main headline “Only A Skin Expert Can Hear What Your Skin Says” This makes perfect sense, if we think back to an older blog posts where I discuss the theory of Information Foraging and the concept of “Scent” in marketing.

2. The headline “I want an expert opinion, Sign me up!” is infinitely more clear, than the headline “For Skin Consultation, Register Here.” Version B leaves room for the prospect to wonder what a “Skin Consultation” is exactly. This questioning moment allows a bit of anxiety to creep into the mind of our prospects, which leads to hesitation, doubt and abandonment of the form.

Let’s look at some insights as to why version B lost.

1. The word, consultation sounds like the prospect needs to do some “work” or at least come into the Kaya clinic for an actual visit which requires a bigger commitment on the part of a PPC clicker who may be looking for a solution or information right now.

This is a very conservative test, and there is much more opportunity for improvement. Often times we’re held back by what we can or are willing to test. Often times there are obstacles within our own organizations holding us back from success.

Roadblocks are tailored to different executive personalities. First figure out your execs, personality to learn how best to get “buy in”.

Let’s look at two simple things that can increase these results even more.

One thing that is an easy test is to amplify the Call To Action (CTA) button by continuing that congruence with the main benefit for submitting the form.

The second thing that will have the largest impact, depending on how greedy the marketers are at Kaya would be to reduce the number of form fields or break them up into a 2 step opt in. Leaving the bare minimum number of fields, perhaps just name and email on page 1 and putting all the others if they must be asked on page 2. This would create a momentum effect, where it becomes easier for a prospect to complete the form and once on page 2 they have already committed a bit, even if it’s just with email alone, to continue that momentum and complete the remainder of the form.

What else would you suggest to test on this landing page?

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