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Which copy converts better?

WhichTestWon's Analysis: (Click back to see versions A & B)

– Case Study –

Culligan of New Hampshire, the local outlet of water treatment brand Culligan, offers water treatment parts, services, and repairs to people in Southern New Hampshire.

In an effort to drive increased online form submissions, Culligan hired Optimized Marketing to understand whether a change in CTA copy, “Get A Quote” or “Get Pricing”, would affect their submission rates.

The study ran for three weeks on the Visual Website Optimizer (VWO) platform, using VWO’s “balanced mode.”

The team suspected using the “Get A Quote” would perform best. Because the water treatment services are expensive, the idea of a “quote” would establish more trust – as it suggests a personal experience with a representative, allowing you to learn more about the company’s water treatment options.

Winner: Version A – As expected “Get A Quote” outperformed “Get pricing”, leading to a 104% increase in form submissions at 96% confidence.

Think about your expectations when you’re trying to decide whether to call an Uber or hail a cab. Ultimately, regardless of which option you choose, you’ll get from point A to point B. But, you still associate different expectations with each one.

If you call an Uber, and a yellow cab shows up – you’re likely to be a little confused and annoyed. And, if you whistle for a cab, and a black car appears, you’ll probably be a little creeped out. In both circumstances, the experiences you associate with either a cab or an uber weren’t met, ultimately creating a less than ideal situation.

It’s no different with copy variants “Get a Quote” and “Get Pricing.” Both have the same goal – to educate you on pricing, but you interpret them differently. If you’re looking for a quote, it’s likely you expect to fill out a form and receive a phone call, with a quote customized to your business or personal needs. On the other hand, if you’re looking for pricing, you expect to be shipped off to a pricing page. End of story.
This, my friend, is the power of word association.

As described by Wharton Business School professor Jonah Berger in Contagious in regards to the KitKat coffee break ad campaign, word association serves as a trigger for conversions:

“This pairing was absolute perfection since every time consumers went on coffee breaks, they also now had a “trigger” in their mind that would remind them about how a Kit Kat bar would perfectly compliment their coffee. Hence, traditional coffee breaks, fueled by the success of the “Kit Kat and Coffee” ad campaign, became the breeding grounds for Kit Kat breaks.” (Source)

Likewise, the “Get a Quote” CTA served a similar “trigger-like” purpose, reminding the audience of the associated experience and preparing them for the next step – filling out and completing the form. On the other hand, “Get pricing” likely stumped visitors who clicked through, leaving them surprised not to find pricing readily available and, therefore, unwilling to fill the form.

It really boils down to ensuring that consumer expectations are met, regardless of the situation. So, whether you’re creating ads and landing pages or simply writing copy, make sure that copy is line with the experience you’ve prepared your audience for.

Interestingly, “Get A Quote” didn’t win for Culligan’s audiences in other geographic locations. To learn more and find out why, stay tuned for our Behind the Scenes interview with Optimized Marketing. You’ll get insight into why the right wording really comes down to knowing your audience.

Actionable Takeaways:

Word association is key. Different words or phrases conjure different meanings in our heads. People are accustomed to specific experiences, associated with pat phrases, like “Get A Quote” or “Get Pricing.” Ensure your copy fulfills the expectations of your audience for highest impact.

But so is segmentation. Word association will be different for unique audiences. So, make sure you segment your experiences based on the unique expectations of your audience. Check out our behind the scenes interview with Optimized Marketing to learn more.

Why do you think the phrase “Get A Quote” worked best?

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Winning Version


Reader Guesses:

Which Test Won?

  • Version B
  • Version A
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