Does A ‘Hard’ Or ‘Soft’ Call To Action Increase Vacation Bookings?
WhichTestWon's Analysis: (Click back to see versions A & B)
Version B, the soft ‘Check Availability’ call to action (CTA), increased clicks by 92% at a 99.9% confidence level and more importantly, hotel bookings by 13.6% at a 95% confidence rate.
The only change on this page was the button CTA, everything else remained the same.
What we loved about this test was 1) the simplicity and 2) the measurement. Button CTA tests are some of the easiest tests to create and can be highly effective. The real difficulty with this kind of test is coming up with the best copy, because frankly, copywriting is difficult.
From the measurement perspective, we weren’t surprised by the lift in clicks. ‘Check Availability’ feels like less of a commitment than ‘Book’. It’s a much ‘softer’ CTA. We’ve seen previous examples where soft CTAs improved clicks… but hurt sales. When this happens, it’s usually because the traffic clicking through to the next step in your sales funnel is not truly qualified. What made this test stand out was that the team measured all the way to hotel bookings.
Remember, whenever you run a call to action between a ‘hard’ and ‘soft’ CTA, you must measure to final conversion, e.g., booking, form fill, sale, etc… Any company that stops at clicks and makes a site-wide change based on this shallow metric may reduce the effectiveness of their site.
Need proof? Notice the major difference in the relative lift between clicks and bookings. This shows that clicks do not translate directly into sales. You need to follow your customer all the way through the funnel!