ContentVerve is the online marketing agency of Michael Aagaard, a Test Junkie, Copy Fanatic & Content Evangelist. Michael wanted to test the copy of his Ebook download page. He realised that ‘time is a barrier that impacts my decision every time I’m about to download free ebook’.
Hypothesis
By tweaking the copy in the first bullet point to directly address the ‘time issue’ (read in just 25 minutes), more visitors will download the ebook.
Results
The variation had an 18% higher conversion rate.
| Test |
Visitors |
Conversions |
CR |
Change |
Significance |
| A |
875 |
378 |
43,2% |
– |
– |
| B |
763 |
391 |
51,2% |
18,6% |
99,9%% |
Learnings
The time issue proves to be an important factor. Note that the alternative focusses on free – possible this is not a big concern for the audience as the do not expect to pay on a content site in the first place.
Test details
| Test element |
USP/benefits
|
| Page type |
Landingpage |
| Test date |
November 2013 |
Website information
| Company |
ContentVerve |
| Market |
Consultancy, Lead generation |
