Newsletter Opt-In Offer Test
| VERSION A |
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How site visitors voted:
VERSION A (72%)
VERSION B (28%)
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Actual Test Results:
12% more visitors checked the newsletter opt-in box with the colorful preview icon and peppy “Yes” copy than the clean and simple version. Tourism British Columbia worked with conversion optimization firm, WiderFunnel, to conduct this A/B test using Google Website Optimizer on its order form for free travel guides. Interestingly, the team also tested moving the opt-in box far higher on the page (above the fold) and reducing the number of opt-in choices. However, neither had a significant impact on conversions, which goes to show that although testing can make a big difference in your results, you never know precisely which test will win. BTW: if you decide to test adding a newsletter preview icon to your opt-in forms, be sure to tell your webmaster to not send clicks off your form completely. Instead the sample newsletter should open as a new, smaller page on visitors’ screens. The newsletter itself need not be your latest issue. Handpick an issue that features one of your most popular articles or offers as the top item. Your thumbnail also need not be a minimized version of an actual newsletter—many newsletters don’t look appealing in a tiny format. So, ask your artist to make a thumbnail that’s better to look at. WhichTestWon.com is sponsored by: WiderFunnel Conversion Optimization, the A/B and multivariate testing firm that guarantees Conversion Rate Lift. Click here for info on improving your site’s results – risk free – today! |
Would like to see how much of the lift was from the ability to preview the newsletter vs. the benefit of graphics and peppy copy.
Nice test!
My initial thoughts were: “People are busy, they’re snowed with email already, being business-like is more likely to be successful”.
But then I looked at the content – something to do with tourism, and thought “Different mindset, people thinking about relaxing, taking time, being open to new things” and voted for the more visually treated version.
But it would certainly be interesting to repeat the test with, say, network administrators opting in or out to future contact from router manufacturers (or whatever).
Unfortunately, since it was an a/b test, we don’t know precisely what elements (wording, image, order on list) made the difference. But at least we know it does work better, so now Tourism BC is getting more opt-ins.
I agree with kkleinbach… the newsletter preview was what caught my attention and prompted me to vote for Option A. Regardless, though, this blog/site is always interesting and thought-provoking… one of my favorites since I stumbled upon it. Thanks, Anne!
This was a very interesting result. I chose b because I was persuaded by the “may we have your permission?” It was a close call.
I was swayed away from B simply because it asked a question and made me think. Where as choice A just went for it.