▶ Key Takeaways
- Small changes can produce large increases in response.
- A white background outpulled a colored background by more than 65% in the test discussed here.
- “Download Your FREE Report Now” outpulled “Click Here” by 56.76%.
- Specific, benefit-oriented calls to action can outperform vague instructions.
- Test one meaningful variable at a time so you know what produced the result.
- Never assume you know which version will win. Let actual response data decide.
- A winning test can increase leads, sales, revenue, and ROI for months or even years.
Small changes can produce surprisingly large increases in response.
The internet gives marketers an easy and relatively inexpensive way to test almost everything—from a bold new concept or headline to a seemingly insignificant change in color or wording.
Many successful marketers routinely use landing pages and websites to test new ideas, improve response, and increase ROI.
Here are two tests involving an online order form.
In each test, the two order forms were identical except for the one element being tested.
Test A: Does Background Color Affect Response?
In this test, one version of the order form had a white background
The second version used a colored background.
The result: The white background outpulled the colored background by more than 65%.
Nothing else changed.
Only the background color was different.
Yet that one small change produced a significant increase in response.
Test B: Can Stronger Call-to-Action Copy Increase Response?
This test compared two calls to action offering the same free report.
The first version said:
“Click Here for Your FREE Report.”
The second version said:
“Download Your FREE Report Now.”
The result: The more specific and decisive “Download Your FREE Report Now” outpulled “Click Here” by 56.76%.
Why?
“Click here” describes an action—but it does not emphasize what the prospect will receive.
“Download Your FREE Report Now” is specific. It reinforces the benefit.
And it gives the reader a clear reason to act immediately.
What Can You Test?
Almost anything that could affect response, including:
- Headlines
- Subheads
- Offers
- Calls to action
- Button copy
- Button colors
- Page backgrounds
- Images and videos
- Order-form length
- Testimonials
- Pricing presentations
- Guarantees
The key is to test one meaningful variable at a time.
If you change several elements at once, you may improve response—but you will not know which change produced the improvement.
That makes it difficult to apply what you learned to your next campaign.
The Marketplace—Not Opinion—Determines the Winner
You may prefer one color, headline, button, or call to action.
Your creative team may prefer another.
But opinions do not determine which version generates the most leads, sales, or profits.
The marketplace does.
That is why disciplined testing is one of the most powerful tools available to a direct marketer.
Even a small improvement can produce a significant increase in revenue when it is applied across thousands—or millions—of website visitors.
Ready to Discover What Could Increase Your Response?
You do not have to guess which headline, offer, design, or call to action will work best.
CDMG’s award-winning team uses data-driven direct-response strategies to help businesses improve their advertising, marketing, e-commerce performance, response rates, and ROI.
Let us give you a second opinion—and help you identify the tests that could make the greatest difference in your results.
Call Michael today at 615-933-4647 or email him at [email protected].
Let’s discuss your marketing challenge and determine what you should test next.
About Craig Huey:
Craig Huey is a nationally recognized direct response marketing expert, author, and speaker. He is president of Creative Direct Marketing Group (CDMG), where he has helped businesses generate millions of leads and sales through accountable advertising and breakthrough campaigns. He is also the publisher of Direct Marketing Update and The Huey Alert, and author of several books including The Great Deception and The Christian Voter.
FAQs:
Q: What is an A/B test?
A: An A/B test compares two versions of a marketing element to determine which one produces the stronger response. The versions should be identical except for the variable being tested.
Q: Why should I test only one element at a time?
A: Testing one variable lets you identify exactly what caused the difference in response. If you change the headline, offer, image, and button simultaneously, you will not know which change produced the result.
Q: What elements should I test first?
A: Begin with elements most likely to affect response, such as the headline, offer, call to action, pricing presentation, guarantee, or order form.
Q: Can something as simple as background color really affect response?
A: Yes. In the test discussed here, the white background generated more than 65% greater response than the colored background.
Q: Why did “Download Your FREE Report Now” outperform “Click Here”?
A: It was more specific and benefit-oriented. It told prospects exactly what they would receive and encouraged them to act immediately.
Q: How long should an A/B test run?
A: It should run long enough to produce a reliable sample of responses. Avoid declaring a winner based on only a small number of visitors or conversions.
Q: Should I stop testing after finding a winner?
A: No. The winning version should become the control. You can then test a new challenger against it and continue improving results.
Q: Should I measure clicks or completed sales?
A: Measure the action that matters most to your business. A version that generates more clicks is not necessarily better if it produces fewer qualified leads, completed orders, or profits.
Q: Can CDMG review our existing landing pages and website?
A: Yes. CDMG can provide a second opinion, identify potential testing opportunities, and help develop a structured testing program focused on measurable response and ROI.
Q: How do I get started?
A: Contact Michael Oppenheimer, CDMG’s Director of Business Development. Tell him about your landing page, website, offer, or response problem. We’ll be glad to review the challenge and discuss how CDMG may be able to help.
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In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in.
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