Product Page Subhead Test
| VERSION A | |
How site visitors voted:
VERSION A (61%)
VERSION B (39%)
|
Actual Test Results:
The instructional subhead got 23% more visitors to start the checkout process, thus proving that subhead tests are more important than most may realize. 37signals‘ marketing team used Google Website Optimizer to test headlines and subheads on their Highrise SaaS offering product page. The lesson here is *not* that testimonials don’t work. Testimonials are a powerful element well worth testing in a variety of positions on a page. However, we feel the lesson from this particular test is not to ignore subhead copy. Many marketers focus so hard on headlines that they forget to about the power of subheads. If your product page, lead generation form, or other order forms don’t have subheads, try adding them. Then, when you get a chance, test copy variations. 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! |
I’d be interested to have seen a third variation with no subhead at all. Let’s not forget Krug’s third law – “Instructions must die!”
This one seemed pretty intuitive because “B” had such a long subhead in very small text it was hard to read and focus on. “A” was right to the point and fit the head text better in my opinion.
Testimonials work, but generally not unattributed ones. If the testimonial had come from a well-known name, the test results could have turned out differently.
Another great test… thanks Anne.
My gut told me that not only is A more directive and telegraphic, but subhead B lacks the most critical component of any testimonial: ATTRIBUTION.
Simply saying, “Our Customers” (instead of attributing your quotes to actual names along with their city and state of residence, and photos, when possible) is just NOT believable, and turns what might otherwise be believable quotes into what sounds like empty bragging. “Oh yeah… sure they said that!” It’s even WORSE than using only the supposed customers’ initials, such as: “J.M.”
ALSO IMPORTANT: Whenever you can express the idea of EASE and SIMPLICITY, do it. It’s a great way to break through the dense wall of human inertia. It’s something headline B misses completely.
So subhead B fails on several levels:
1) It more work to read. It requires that you “figure out” that they’re presenting what seem to be testimonials.
2) It’s not directive: doesn’t tell you what to do
3) It doesn’t express ease/simplicity
4) It doesn’t express quickness
The most important of these 4? #2. We need to take people by the hand and walk them through the order process… no matter how simple (and obvious) we think our process is. The more you make people work (and thinking IS work), the more likely you’ll lose them.
Thanks Anne. Keep ‘em coming!
Success!
Drew Eric Whitman, D.R.S.
Direct Response Surgeon(tm)
http://www.AdSurgeon.com
http://www.Cashvertising.com
Author of:
“CA$HVERTISING:
How to Use More Than 100 Secrets
of Ad-Agency Psychology to Make
Big Money Selling Anything to Anyone”
Also, version A is not only instructional but persuasive in that people may think 60 seconds is a small investment of time in exchange for what 37 signals is offering.
I wonder if results would have been different if there was one testimonial that sounded less like marketing-fluff-hype. Too many exclamation points for me
!!!
Ahh, we all get to thinking we know what’s going on, what works and the testing genie comes out of the bottle and straightens us out. Thanks for the reminder Anne.
A simple, easy and directive head can enable a person to go smooth on his search. As an individual I hate reading an ‘article’ on directions.
I think this test also shows that testimonials tend to be taken with a grain of salt at best. If these could be tracked from twitter for example, they would probably have more weight akin to WOM versus what can appear to be corporate back slaps that made it through a filter.