CTA Button Text A/B Testing Case Study

In this case study, we run A/B tests on one of our client’s sites for six months to determine which Call-to-Action (CTA) button text leads to the most clicks/conversions.

Visitors who don’t click, don’t convert. That is why CTA buttons are one of the most important elements of web design.

When it comes to conversion rate optimization (CRO), CTA buttons are the holy grail. At the end of the day, CTA’s tell visitors what we want them to do and there are many factors that play a role in this decision. Although there are a variety of factors that influence the effectiveness of a CTA button like; color, size, shape, background elements, placement, animations, and of course the text, in this case study we will be focusing solely on the text of the CTA button.

The CTA button text can have major effects on conversion rates, so it’s important to get it right! It is impossible to figure out the best CTA text that works for your business with certainty unless you’ve got data points to compare.

Should the CTA button say Get a Quote, Free Estimate, Get Price, or Free Quote? Enter A/B testing! Through this method, you can direct a percentage of your visitors to one CTA text and a percentage of your visitors to the other text versions of the CTA button to effectively measure engagement levels. This method, when done over a sufficient period of time, allows you to find out which variation of your CTA button will lead to the most conversions.

In this case study, we will explore how small text changes coupled together with A/B testing will help to determine the optimal CTA for your website.

The Experiment

Our CRO experts at Wisevu conducted a CTA button text A/B test on one of our client’s websites who offers the best rug cleaning in Toronto. We conducted this experiment for six months, where we tested 4 different CTA text variations.

We set up the A/B testing for the main CTA button with 4 text variants.

• GET A QUOTE
• FREE ESTIMATE
• GET PRICE
• FREE QUOTE

We used,

• Google Optimise tool to carry on the A/B testing
• Google Analytics and Google Tag Manager to track and measure the results.

The experiment was conducted from July 24th, 2020 to February 1st, 2021.

Here are the results for July 2020 – September 2020

Here are the results for October 2020 – February 2021

As per the results, the original version “GET A QUOTE” (Original CTA text) had the highest click-through rate.

• GET A QUOTE – 2.07%
  FREE ESTIMATE – 2.11%
  FREE QUOTE – 2.31%
  GET PRICE – 2.13%.

Since the results were not significantly different, we decided to further extend the experiment with the same variants.

As we further extended the experiment, we were able to find the best CTA text variation. From the results, we found out that “FREE QUOTE” is the best text variation for the main navigation menu with a 2.31% conversion rate.

This experiment is still in progress. We will share an update if we find anything new.

Winding Up

Conversion rate optimization does not always require making design-related changes. As in this case study, its focus is on optimizing for decision-making through simply editing the CTA button text. Other CTA button elements such as size, placement, color, and typography will likely influence clickthrough rates so it may be worthwhile to test variations to accurately come up with the most optimal CTA button for your website.

If you’d like to understand how our Wisevu CRO experts can conduct A/B testing for your organization’s website and boost conversions, send a message to discuss further.