Submit Button Usability Split Test Results: Size DOES Matter!

submit.jpgAs we found in the first two “Usability Related Split Test Results” articles, your link color and behavior can play a big part in your response and click though rates.

I also introduced the concept of Primary and Secondary link feedback. And we found that by providing BOTH primary and secondary link feedback, you have the greatest chance for maximizing your conversion rates.

In this article I want to take things one step further and share with you some test results on “submit button” usability and optimization.

Most people have never noticed this, but the “default” submit buttons created by standard <input type="submit"/> HTML tags DO NOT provide primary link feedback in most browsers. (The cursor arrow does not change to a pointer finger to indicate that the button is “clickable”.)

See for yourself:

There is usually a small degree of secondary link feedback in the form of…

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Category: Conversion Rate Improvement, Landing Page Conversion, Multivariate Testing, Online Marketing, Split Testing, Testing and Tracking, Usability Testing, Web Usability, Website Design
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The Rule of Three… The Rule of Three… The Rule of Three…

lawof3.jpgHumans have a tendency to think in threes. Psychologists have discovered that we can remember points or ideas best when presented in groups of 3. Usability testing and eye tracking studies show we can scan visual elements easier when they are in groups of 3.

Even in comedy it is widely known that things that come in threes are funnier. The first two parts in the comedic structure set up the pattern, creating tension and the third part breaks the pattern, releasing the tension (producing a twist or surprise that results in laughter.)

During my own online testing I’ve found that copywriting elements, such as bullets or questions often convert the best when presented in threes.

For upsells, often having 3 “packages”, Silver, Gold and Platinum, work best.

I’ve even seen price testing (for high ticket products) were a 3 payment option was tested against a 4 payment option…

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Category: Conversion Rate Improvement, Copywriting, Landing Page Conversion, Marketing, Multivariate Testing, Offline Marketing, Online Marketing, Split Testing, Testing and Tracking, Website Design
3 comments

First This Comment Made Me Laugh! But Then it Made Me Think…

prove-it.jpgIf you’ve been following my blog for the past couple of weeks you’ve probably seen that I won a free cruise from James Brausch.

Well, I’ve received several warm and pleasant emails and comments congratulating me (and to those who have sent them… Thanks!)

But one of the comments took me a bit by surprise.

It was posted by “Dave”, using the very creative (and obviously fake) email address: me@yahoo.com

Usually I just delete worthless comments left by people who provide fake contact information, but this one was just so absurd that it actually made me laugh out loud.

(Perhaps you’ll get a chuckle too…)

“Dave’s” comment in response to me winning James’s promotion was:

Apparently James’s oferr to sponsor someone on the cruise was just a popularity stunt for his blog. It was a scam to get more trackbacks, just like when he shut off comments.

…

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Category: Building Trust, Conversion Rate Improvement, Copywriting, Marketing, Offline Marketing, Online Marketing, Online Video, Success and Mindset
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Whatdayaknow… I just won a free cruise!

ship.jpgWell… If you read my “Give and You Shall Receive” post from yesterday, you found out that James Brausch was offering to pay the way for one of his blog readers to join him on a 3 day cruise to Mexico.

The only action required was to simply post to your blog and tell him why you should be the one he picks.

(Guess I should have titled the post “Blog and You Shall Receive!”)

Amazingly enough for the first few hours, I was the ONLY person (out of his 2,500+ readers each day) to even bother to post about the “contest”.

It actually took James posting a second time to get a few more entries. (And a couple of those were kinda’ scary if you ask me…)

So imagine my surprise when I got off the plane here in Minneapolis (I’m out of town conducting a…

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Category: Online Marketing, Success and Mindset
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Success in Testing (or in life) is Based on ACTIONS!

action.jpgA question I’m frequently asked by my subscribers, blog readers and coaching clients is, “how many page views or unique visitors should my ad/page receive during a test before I can declare the winner?”

And, I’ve seen “gurus” throw out all kinds of numbers to answer these types of questions. In fact I was speaking at an online retailing event a few months ago when a well known web analytics expert (who I will not name, to protect the guilty), said “once a test reaches 5,000 page views you can be confident that your results are valid.”

Uhhg!! I wanted to barf!

I couldn’t believe this guy was paid $7,500 to total DECEIVE and MISLEAD the audience!

Fortunately I was the next speaker in the “line up” and was able to (tactfully) set the audience straight.

It’s not page views, it’s not unique visitors, its ACTIONS that determine the “winner”…

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Category: Conversion Rate Improvement, Landing Page Conversion, Multivariate Testing, Online Marketing, Split Testing, Success and Mindset, Testing and Tracking, Web Analytics
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