5 ms·

How changing a single word increased click through rate by 161%

13 points by ankneo 14y ago

codeulike 14y ago
Note: pricing info is not published. So they changed an accurate link title 'request quote' - which tells people they'll need to fill in details to find out pricing - to an inaccurate one 'request pricing' which wont actually give the user what they want (prices). So the click through rate increased, but did any more people actually fill in the get-a-quote form? I'm guessing not.
- dromidas 14y ago
  I was thinking the same thing. This is just tricking customers into thinking the link contains less red tape and annoyance than it really does. It's the equivalent of having a ride at a state fair where you sit there and someone throws dog poo at you. You find that "Request poo flung at you" as the title above the door attracted 0.54% of average fair goers. You then find that if you change the title above the door to "Buy cotton candy" that more people peek their head in the door :P The real measurement here is how many looked in and still submitted to getting dog poo flung at them? Or to translate that back into original, how many actually go through with requesting a quote?
tgrass 14y ago
And yet they're missing the real probable truth here: when I ignore a 'request quote' and click a 'request price' it's because I don't want to waste thirty minutes with an agent AT ANY POINT in the transaction. I want a set price. I want to buy now from you, or from someone else. But I want hard information right now.
- siddharthdeswal 14y ago
  Nah, not missing it. Well aware of it actually but that was not reported to us by Veeam, so instead of trying to fudge, we just stick to reporting for now.
- autotravis 14y ago
  Exactly. I bet "Pricing" would have an even higher CTR, since most people don't want to have to request anything, but want a simple list of products with prices.
jawns 14y ago
"with 100% statistical confidence" I'd love to know the sample size that gives you 100% statistical confidence.
- siddharthdeswal 14y ago
  VWO rounds off 99.9x% to 100%. Sample size was 3500 visitors approximately to control and variation each.
  - jemka 14y ago
    The point your parent is alluding to is that "statistical confidence" (confidence interval) can never be 100%.
ffgghh111 14y ago
thanks for advertising your stupid A/B test tool and masquerading it as an article
- czr80 14y ago
  In fairness that describes a lot of blog posts.
EdwardQ 14y ago
'Marketing team finally gets marketing' 'Atomic weight of cobalt 58.9'

13 points by ankneo 14y ago

Note: pricing info is not published. So they changed an accurate link title 'request quote' - which tells people they'll need to fill in details to find out pricing - to an inaccurate one 'request pricing' which wont actually give the user what they want (prices). So the click through rate increased, but did any more people actually fill in the get-a-quote form? I'm guessing not.

dromidas 14y ago
I was thinking the same thing. This is just tricking customers into thinking the link contains less red tape and annoyance than it really does. It's the equivalent of having a ride at a state fair where you sit there and someone throws dog poo at you. You find that "Request poo flung at you" as the title above the door attracted 0.54% of average fair goers. You then find that if you change the title above the door to "Buy cotton candy" that more people peek their head in the door :P The real measurement here is how many looked in and still submitted to getting dog poo flung at them? Or to translate that back into original, how many actually go through with requesting a quote?

tgrass 14y ago

And yet they're missing the real probable truth here: when I ignore a 'request quote' and click a 'request price' it's because I don't want to waste thirty minutes with an agent AT ANY POINT in the transaction. I want a set price. I want to buy now from you, or from someone else. But I want hard information right now.

siddharthdeswal 14y ago
Nah, not missing it. Well aware of it actually but that was not reported to us by Veeam, so instead of trying to fudge, we just stick to reporting for now.
autotravis 14y ago
Exactly. I bet "Pricing" would have an even higher CTR, since most people don't want to have to request anything, but want a simple list of products with prices.

jawns 14y ago

"with 100% statistical confidence" I'd love to know the sample size that gives you 100% statistical confidence.

siddharthdeswal 14y ago
VWO rounds off 99.9x% to 100%. Sample size was 3500 visitors approximately to control and variation each.
- jemka 14y ago
  The point your parent is alluding to is that "statistical confidence" (confidence interval) can never be 100%.

ffgghh111 14y ago

thanks for advertising your stupid A/B test tool and masquerading it as an article

czr80 14y ago
In fairness that describes a lot of blog posts.

EdwardQ 14y ago

'Marketing team finally gets marketing' 'Atomic weight of cobalt 58.9'