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Leading with the main CTA

Test #9: “LEADING WITH A ‘YES’”

Goal:

To increase purchases of travel insurance by leading with the main call to action (CTA), which is the ‘Yes’ selection or radio button.

Key Performance Indicator (KPI):

Conversion rate of travel insurance

Traffic Source / Segment:

US, Desktop and mobile web traffic only.  Low Cost segment ($0-$700 total ticket cost)

Sample Size & Test length:

Approx. 11,500 visitors were randomly shown either variation over the same 23-day period.

Hypothesis:

By leading with the call to action, the customer is presented the option to select right away.  We believe that by moving this to the top of the offer allows for people who are scanning the offer to select the YES choice more quickly.  This is also expected for repeat buyers who already know and/or understand the details of the product and do not necessarily need to read the description.

Summary of difference(s) between variations:

Figure 1: Variation A – Original  (50% of traffic) – Yes and No radio buttons are located at the bottom of the offer.
Figure 2 – Variation B (Test) (50% of traffic) – moving the ‘Yes’ and ‘No’ radio buttons up to the top of the offer – leading with the primary call to action.
*** WINNER ***

Results:

The test variation B increased revenue by $85,647 annualized which is a lift of +18.13% with 100% significance.

Actionable Takeaways:

This test was successful across many segments tested – why?  We think it is because the main CTA we want people to click on is more noticeable at the top of the offer.  We also know that because there are a high percentage of repeat buyers (over 70%), these buyers don’t want to have to read before selecting the ‘Yes’ choice.  Additionally, we know that for cross-sell product offers especially, customers scan very quickly – so you only have a second or two to grab their attention.

Of course we always recommend testing this because your audience may be different and respond differently. It also may depend on how complex your product is and whether it requires more of an explanation to sell.

The overall takeaway for all types of products is to always think about making your main call to action as easy to see and act upon as possible.

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Jason Keough

Director, Consulting Services at Fusion

Jason is a responsible for leading and managing the consulting engagements for the Fusion Agency. He is also a CUA (Certified Usability Analyst) and has over 10 years’ experience leading teams that deliver results for Fusion partners. He is passionate about optimization, testing, and making data-driven decisions.

Jason holds a Bachelor’s degree in Business from the Belmont University and has over 20 years’ experience in e-commerce strategy and web development and design.

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