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on Conversion Rate Optimization

Multivariate Test increases CTA Button Clickthroughs by 9.1%

The Company

Established in 1976 primarily as a residential condominium management organization, Provident Hotels & Resorts quickly evolved into a pioneer of the Condominium Hotel Industry. By 1980, they had established one of the first “condo-hotel” properties on the Gulf Coast of Florida. You can reserve rooms in hotels, resorts and condos in Florida on their website providentresorts.com

The Test

To find out the most promising combination of form title and CTA button text, Sabre Hospitality Solutions Digital Marketing team — the agency hired by providentresorts.com to optimize their website — performed a multivariate test with VWO.

Since the reservation console is visible on all their pages, the test was run sitewide by using *websitename.com* pattern to match all URLs.

This is how it looks:

Provident Resorts Winning Variation Shot 1

And after clicking on the dates, the CTA appears which looks like this:

Provident Resorts Winning Variation Shot2

The original title on the form, “Make a Reservation” was tested against two variations – “Book Your Stay” and “Reserve a Room”. The text on CTA button had four variations – “Check Availability” (original), “Book Now”, “Find Rooms” and “Search”.

They wanted to see which combination of form title and button text would drive most visitors to check for rates and availability of rooms. The goal that was tracked in this test was the clicks on the CTA button.

Since there were 3 variations of the first element (form title) and 4 variations of the second element (CTA button text), VWO automatically generated 12 combinations (3X4) to be pitted against each other.

This is how different variations of the form title and the CTA button text combined to form 12 variations:

MVT table

The Result

The test was run on a total of 27,500 visitors and the traffic was equally split among the 12 combinations.

After the test was run for a month, combination 12 (Reserve a Room and Search) won and recorded 9.1% improvement in CTR.

Why “Reserve a Room” + “Search” combination worked:

In the words of Kelsey, Web Strategy Manager at Sabre Hospitality Solutions, “I think the 12th combination won because the “Reserve a Room” headline describes exactly what the user is trying to do when they click on the call-to-action button. They are going to “Search” for rooms that are available during that timeframe, looking to reserve a room doing the desired timeframe they select. When someone thinks about making a reservation, they may consider that with a reservation at a restaurant. But I think Reserve a Room is specific to hotels to tell the user that they are only looking to reserve a room when they click-through this reservation console to initiate this process. Additionally, search is the immediate action that happens when they click-through to the console.

Let’s Talk

Tell me what do you think about this multivariate testing case study. I’d love to hear your thoughts in the comments section below.

Taruna is a Marketer at Visual Website Optimizer. She takes care of paid campaigns and is constantly on a search for interesting ways to promote VWO.

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