This challenge comes to us from Troy O’Bryan, the Co-Founder and Chief Response Officer of Response Capture – a performance marketing company in Beaverton, Oregon. Troy is an alumnus of a Live Optimization Workshop taught by Dr. Flint McGlaughlin in Seattle.
Objective: Response Capture’s B2B client sought to improve landing page conversion rates while generating optins for ongoing communications
Goal: To gather profile information
Primary research question: Which incentive will generate the most conversions?
Approach: A/B single-factorial split test
“… a chance to win one of twenty “… a chance to win one of ten
$25 Amazon gift cards…” $50 Amazon gift cards…”
As we teach in our Landing Page Optimization course, the objective of Incentive is to “tip the balance” of emotional forces from the negative, in this case represented by the Friction of filling in several fields of profile information as well as by the Anxiety of submitting personal information.
There is an “ideal incentive.” Incentives must be tested to find that ideal. And that is the challenge Troy took on with the above test.
But, dear reader, we post a different challenge to you…can you use your marketing intuition to guess which incentive performed best? Remember, the cost of these offers was the same, yet the formulation of the incentive produced a conversion rate increase for Troy’s client.
Which do you think performed best?
Take a good look at these incentives and let us know which one you think performed best in the comments section. Also, let us know by how much you think it improved conversion. The marketer that chooses the correct incentive with the closest conversion rate gain guess wins…the jealousy and admiration of his or her peers.
Come back on Friday to find the conversion gain winner along with the full story behind this successful test so you can drive similar improvements with your own pages.