How can you optimize a call-to-action button with split testing?

1 Choose a goal

Before you start testing, you need to define what you want to achieve with your CTA. Do you want to increase the number of leads, sales, or subscribers? Do you want to reduce the bounce rate, cart abandonment, or churn? Whatever your goal is, make sure it is specific, measurable, achievable, relevant, and time-bound. This will help you design your test and evaluate your results.

2 Create variations

Next, you need to create two or more versions of your CTA that differ in one aspect, such as the color, shape, size, position, text, or image. You can use tools like Google Optimize, Unbounce, or Optimizely to create and run your variations. The idea is to test one variable at a time, so you can isolate the effect of each change on your goal. For example, you can test if a green button performs better than a red button, or if a shorter text generates more clicks than a longer one.

3 Run the test

Once you have your variations ready, you need to run the test and collect data. You can split your traffic evenly between the variations, or use a different ratio depending on your sample size and confidence level. You should run the test for a sufficient period of time, usually at least a week or two, to account for any fluctuations or seasonal factors. You should also avoid making any other changes to your page or campaign while the test is running, as this could affect the results.

4 Analyze the results

Finally, you need to analyze the results and determine which variation is the winner. You can use statistical tools like Google Analytics, Kissmetrics, or Mixpanel to measure and compare the performance of each variation. You should look at metrics like click-through rate, conversion rate, revenue per visitor, or cost per acquisition. You should also check the statistical significance of your results, which indicates how likely it is that the difference between the variations is not due to chance. A common threshold for statistical significance is 95%, which means that there is only a 5% chance that the results are random.

By following these four steps, you can optimize your CTA with split testing and improve your marketing outcomes. Split testing is a powerful and simple way to test your assumptions and find out what works best for your audience. You can apply split testing to any element of your marketing, not just your CTA, and discover new ways to increase your conversions and revenue.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?