Turning Visitors Into Leads

A Split Test That Shows The Power of One Word

Eli Robinson
Friday, October 17 2014

For part of our franchise selection experience, we use a selection button as one of our calls to action. Essentially for a user to select one of the franchises on our category pages, they must click a button:

Category Page with Add CTA Highlighted


We thought that the word “Add” we originally used for copy of the button may have been a little too e-commercy. (That is definitely not a word.) We really needed a user to express real interest in opening a franchise, so we ran a test where we sent 1/3 of each of our traffic to a webpage coded up with buttons that said different things.

Control (“Add”):

Add CTA for Franchise Selection

Test 1 (“Interested”):

Interested CTA for Franchise Selection

Test 2 (“I Am Interested”):

I Am Interested CTA for Franchise Selection


Any guesses as to which one won? (Ok, you could definitely cheat by looking at our website...)

Here were the results:

CTA Copy Change Split Test Results


Can you believe it? 18% higher conversions from people who were shown the "Interested."

Can you imagine having a 18% more efficient strategy simply by changing one word? The answer is YES!

Have a question about this A/B Test or A/B Testing in general? Click here to ask us a question.