Changing CTA text from ‘Shop Online’ to ‘Buy Tax-Free’

Billund Airport
E-Commerce, Hospitality
Home
Clarity (copy), Persuasion
October 2013
+50%
clicks
 AB TestControl and variation

+50%

A
B
Company Billund Airport
Website www.bll.dk
Market E-Commerce, Hospitality
Test data
Test element Call to Action
Page Home
Conversion principle Clarity (copy), Persuasion
Result +50% clicks

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