We as marketers – and copywriters, in particular – love to fill our pages with all kinds of meaningless pizzazz.
We don’t just implore our readers to order, we demand they order now.
We don’t tell them to call, we tell them to call today.
These things make sense… if only implicitly. But just how important are those little zingy words we like to throw in?
You might say that they’re very important. Or, maybe that they’re just somewhat important. But, if we really want to keep taking our sales to the next level, we owe it to ourselves to beg the question: “how important?”
What happens if we didn’t do that?
Would anything change? How confident can we be in just what kind of impact these little words have?
If I put you – the savvy marketer reading this article – in a room full of people and asked you to provide your expert answer, what would it be?
Can choosing to insert these little cues into the right places translate to more money?
Thanks to A/B testing, we can take a look at the difference this made to at least one company.
Lifeproof Adds “Now,” and Takes Home 16% More in Revenue
Before Optimizely got their hands on them, Lifeproof had a pretty alright page. Their site may not have been optimized for conversions, but it did convert.
Among other things, Lifeproof had a prominent button in the top right hand corner that said, “Shop.”
Optimizely suggested Lifeproof try two simple variations of this button: “Store,” and “Shop Now.”
To someone just dipping their toes into digital marketing, this kind of hyper-optimized nit-picking might seem irrelevant.
But Optimizely knew better.
Ardent A/B testers know that 9 times out of 10, the diligent marketer can pull extra money out of a few extra characters.
And that’s exactly what Optimizely did.
It turns out that for all that time Lifeproof was using their simple “Shop” button, they were missing out on 16% of sales they could have had.
When Optimizely changed “Shop” to “Shop Now,” Lifeproof gained a 16% revenue boost.
What’s the Moral of the Story
Always be testing.
How could Lifeproof have known that they were missing out on sales if they never put their landing page through the ringer to make sure it stood up to all the other options available?
There are opportunities to make more money hiding in plain site all over the place. More often than not, the best solutions are not intuitive or obvious. It takes constant experimentation to guarantee that you’re getting as many conversions as possible.