The power of testing when you want to improve fundraising response:
Call-to-Action Button Copy: How to reduce clickthrough rate by 26% at the MarketingExperiments Blog.
Here are the results of a test of the words in an action button:
Subtle changes in words can make a significant difference in performance. By split testing, you can discover the words that will work best for your unique audience and your unique products. More importantly, you can mitigate negative results, like a 26% drop in clickthrough, from these subtle changes by understanding their effect in a controlled environment.
Takeaways for fundraisers:
- What your action button says could matter a lot. It's something you should be testing.
- What works best can change over time, so even if you arrive at a big winner, you should still test from time to time.
- What works somewhere may or may not work elsewhere. If someone tells you about their amazing test results, steal their idea and test -- don't assume it will be your winner too.
- Online, you can test all kinds of things that we'd never be able to measure offline. Take advantage of that.
- Testing is great. Don't let opportunities to test slip by.
