This case study was conducted by Bloom, an integrated digital agency for the new website of ADT, a leading supplier in security solutions. The test aimed to understand how the text used in the Call to Action button impacts conversion rate.
ADT, a Tyco International company, serves both residential and commercial markets in the UK. Their portfolio includes burglar alarms, video surveillance, access control, electronic article surveillance, radio frequency identification, fire detection, integrated solutions and 24/7 monitoring.
After launching a new website in December 2013, the company’s conversion rates increased dramatically, up 20%, which was a huge win for the project, but this was only the beginning. ADT were keen to ensure that the site is constantly being tested to identify small or large changes which would not only aid usability but more importantly increase conversion rates.
The company spent a lot of time to understand the user persona and journey and to make sure that the new website met the needs of new and existing customers. Ensuring a positive experience across all devices whether the site was being accessed on a desktop, tablet or mobile device was also essential.
Test: Changing CTA text
Keen to see whether their current call-to-action (CTA) was the most optimum text to drive a user to submit an inquiry form, ADT decided to test two variations of the CTA button copy. In the control situation, the website displayed a call to action button with the text ‘Book a Free Survey’.
This was tested against Variation 1: ‘Book An ADT Survey’ and Variation 2: ‘Get a Free Quote’. ‘As this CTA was located across the site, ADT needed to change the CTA text on every page however, ADT simply used Visual Website Optimizer‘s URL patterns option to create two variations of the CTA text and test each of them.
The test was primarily focused on increasing the conversion rate of residential leads, however secondary conversions were tracked for commercial leads in order to analyse the full customer breadth.
The test ran for 14 days, and was targeted to 50% of new visitors, ensuring that no test participant had previously seen a different message. Traffic sources were not segmented in order to gain a clearer picture of the broader ADT customer and to understand how PPC and organic users converted, as well as any direct or referrals.
This was achieved by integrating the test with Google Analytics (GA) and analysing the data. The traffic was split equally between the control and two variations:
- Control – “Book a Free Survey”
- Variation 1 – “Book an ADT Survey”
- Variation 2 – “Get a Free Quote”
The test focused on the wording used between ‘survey’ and ‘quote’, understanding which would increase lead generation. Did users have more of an affinity to ‘quote’ or ‘survey’? The use of ‘ADT’ in the CTA text was based on previous user testing, which indicated users wanted to know they would be getting an ‘ADT survey’ rather than an independent security survey.
Within two weeks variation 2 outperformed both the control and variation 1. Variation 1 was automatically disabled as ADT had enabled the “Automatically disable losing variations” feature to ensure lead volumes were not impacted by a poorly performing variation.
The final result for ADT saw a 60% increase in conversion rates through variation 2 “Get a Free Quote” which followed with this CTA text being rolled out site wide.