A Split Test That Shows The Power of One Word
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:
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”):
Test 1 (“Interested”):
Test 2 (“I Am Interested”):
Any guesses as to which one won? (Ok, you could definitely cheat by looking at our website...)
Here were the 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.
WEBINAR: Overview of Franchise Lead Generation
In this webinar, FranchiseHelp's Eli Robinson provides an overview of the four key components of online franchise lead generation. Each of these steps will be covered in more depth in subsequent webinars in the series.
It's Franchise "Buying" not "Selling"
Recently, we came across this video from the Franchise Performance Group on how we need to think about franchise lead generation from the perspective of franchise “buying” rather than the usual tactics of franchise “sales.” We hope you enjoy:
Which messages appeal most to potential franchisees?
It depends, obviously!
