4 ms·
This article is misleading. The writer constantly says, 'x increased conversions by y%', and then when you look at the cited articles, you see that in fact the
by sweezyjeezy 11y ago
This article is misleading. The writer constantly says, 'x increased conversions by y%', and then when you look at the cited articles, you see that in fact they are talking about clickthrough rate, which is a bit meaningless on its own.
In all my time working in e-commerce I have seen no evidence that basic UI changes such as wording, button colours, small page layout changes etc. provide any measurable uplift in actual conversions.
- capnjngl 11y agoI've done some CTA wording tests for a client selling event tickets. We tried "Buy Now" vs "Find Tickets" - "Find Tickets" gave us a huge lift in revenue (not just clickthroughs), probably because the language was less committal and was more successful in driving traffic down the funnel. /anecdote
- blumkvist 11y agoThis. I haven't seen meaningful lifts from changing button colors, wording or all these things I read on guru blogs. Most (all) of the tests I've seen reported on blogs fail miserably at the statistical test, not to mention no DoE, no blocking, no theory and a thousands other things that made the test invalid. The only way I can see that a change in colors or wording would provide a lift is if the original was confusing, which shouldn't be the case.
- vfrogger 11y agoWhile I generally agree with you. I have seen adwords tests where extremely minute changes in wording caused statistically significant increases in conversion. The biggest had to do with a campaign with the word "seeds". For whatever reason, changing the plural seeds to a singular seed doubled conversion.