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  1. #1
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    Thinking aloud - how wording effects conversion
    It's the oddest thing.. I have a page that converts well. Credit goes to the merchant, but I've also done a good job of convincing 'on the fence' buyers. Steady sales for months now.

    The wording used to promote the store is my own & periodically refreshed, but I've tried not to upset the apple cart (if it ain't broke don't fix it!).

    Last week the merchant launched a new promotion, so I updated the page & decided to give it a better spin - used a red font for the announcement, and thought I did a pretty good sales pitch (it was a terrific promotion).

    Even with the promotion, sales dropped off... I assumed it was just the effects of the economy.

    But when the promotion ended 2 days ago, and I put the old wording/layout back in place.. sales came back!

    I guess I'm just surprised at the direct correlation... I'm now trying to figure out what makes the current layout/wording so effective!

    Just wanted to throw this out for general discussion - while many things can effect conversion, has anyone noticed immediate results with new wording?

  2. #2
    Analytics Dude Kevin's Avatar
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    On top of the wording, was the "click through spot" exactly in the same location for both versions?
    Kevin Webster
    twitter: levelanalytics

    Kayak Fishing
    Web Analytics and Affiliate Marketing

  3. #3
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    Nope.. I mixed it up a bit.

    Click-through to the merchant already exists in a few spots on the page, which remained unchanged (new products, etc)..

    But for this particular paragraph - text was reworded, as well as the "click here" spots within that block of text.

  4. #4
    Full Member OICUAM2's Avatar
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    The smallest changes can make such a huge difference due to eyeflow, psychology, call to action placement, etc...

    I once found a slightly higher conversion rate by putting an extra line break in one section of my site. I could change it back and forth and see the change in conversion rate.
    [URL=http://www.investeverymonth.com]InvestEveryMonth.com[/URL] - Build Wealth

  5. #5
    Affiliate Manager FriendlyPlanetTravel's Avatar
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    The smallest changes can effect conversion. A word, color,placement etc. That is why sites should be continually tested (at least A/B tested) and tweaked. To find the specific "action" that increases/decreases conversion test only one element at a time.

  6. #6
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    .. you know, I never fully realized this until now, it's a terrific learning experience! It's so easy to "not" see your own pages after a while...
    I once found a slightly higher conversion rate by putting an extra line break in one section of my site
    I saw this on my page too. My new project is to replicate this specific layout on all other merchant pages!

  7. #7
    Analytics Dude Kevin's Avatar
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    Mentioning the line break reminded me of a split test I did in an email campaign earlier this year.

    I added an extra line before an important link in the email to the B group, and that link got clicked 47% more times than the A group.
    Kevin Webster
    twitter: levelanalytics

    Kayak Fishing
    Web Analytics and Affiliate Marketing

  8. #8
    Half a Bubble Off Plumb RemodelingGuy's Avatar
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    Quote Originally Posted by FriendlyPlanetTravel
    The smallest changes can effect conversion. A word, color,placement etc. That is why sites should be continually tested (at least A/B tested) and tweaked. To find the specific "action" that increases/decreases conversion test only one element at a time.

    Sure Right!

    Little changes in the look and feel of my Google Adsense links quadrupled my sales instantly!

    That made me a believer in finding the right "look and feel" that sells.

    widgets

    vs.

    beautiful blue widgets sort of thing.

  9. #9
    Affiliate Manager
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    It would be interesting to know the specifics of the changes between the two pages, e.g. whether the click-through link was raised, lowered, put near elements which may have overshadowed it, etc.

    As for A/B testing, how do you folks handle the mechanics of that?
    Richard Gaskin
    Developer of WebMerge: Publish any data feed on any site
    http://www.fourthworld.com

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