Changing ‘buy ticket’ to plural ‘buy tickets’ in the header navigation

Aarhus Teater
Digital products, E-Commerce
All
Clarity (copy)
January 2014
+20%
ticket sales
Control and variation

+20%

A
B
Variation
Variation
Aarhus Theater is a theater in the Danish city of Aarhus.  The worked with their digital agency to increase tickets sales

Test details

The test was a bit of a lucky shot – no prior research was conducted. Just the idea that the main Call to action ‘Buy ticket’ could be improved.

aarhus-cta

Hypothesis

  Changing ‘Buy ticket’ to ‘Buy tickets’ will increase conversions

Results

The changed improved sales by 20%.

Learnings

The are several ideas why this worked
* It is the main call to action – the most important action on the page
* It is more clear – as people generally do not go alone to the theater – buying tickets is a better fit
Another reason could be the increased size of the call to action.

Source: vwo.com
Company Aarhus Teater
Website www.aarhusteater.dk
Market Digital products, E-Commerce
Language Danish
Test data
Test element Call to Action
Page All
Conversion principle Clarity (copy)
Result +20% ticket sales
Tool VWO

Leave a Reply

You must be logged in to post a comment.