Zwitersleven is a Dutch insurance company specialized in pension products. The online team was analyzing one of their Adwords landing page and hypothesized that their CTA ‘Ga verder’ (‘Go further’) was not specific enough.
Changing the CTA text from ‘Ga verder’ (‘Go further’) to ‘Meer informatie (‘More information’) will increase the click through rate, because visitor are more clear what to expect.
The variation B had a 14% higher click through rate (99% confidence level).
A vague call to action is hurting conversion. While ‘more information’ is still not very specific it is better than ‘continue’.
Call to Action
| Test date
Finance, Lead generation