How do you test different call to action formats, such as text, images, or videos?

CTA format is often guided by channel. For creative ads, where you're running your placement will affect your CTA. If you are on a video channel where swiping up is the "click thru" action then your call to action will most likely be audio/video. Having voice over tell the viewer to swipe to sign up for instance. It always helps to reinforce with text for those watching without audio. Knowing the format helps narrow down testing options

A/B testing is like testing two different recipes to see which one people prefer. You change one small thing on your website or ad – like the button text – and see if more people click or buy. It’s a clear way to check what works better for your audience. For example, if your ad is on a video platform, your CTA might be someone saying 'Swipe up to sign up', with the same message in text for those with no sound. This method helps you make smart, data-based choices to improve your site or ads.

Simply : A/B testing is a powerful tool that allows you to compare two different versions of a web element to determine which one performs better in achieving specific outcomes. By systematically changing one variable at a time, such as the format of a call to action (CTA), you can directly measure its impact on important metrics like click-through rates, conversions, or sales. This method supports data-driven decisions, enabling continuous refinement of user interactions and optimization of conversion rates.

Match it with your audience and platform. Use text for professional sites like LinkedIn and images or videos for visual ones like Instagram. Keep it simple and clear, personalised to what your audience likes.

Selecting CTA formats should be based on your audience's preferences, the nature of your message, and the platform. For instance, text CTAs might work well for a professional audience on LinkedIn, while images or videos might be more engaging on platforms like Instagram.

Choosing your CTA I consider: - Know Your Audience: Understand preferences and behaviors to select the most engaging format. - Define Your Goal: Align CTA format with the action you want users to take. - Consider Context: Match the CTA format with the content and platform where it's displayed. - A/B Testing: Test different formats to see which performs best in terms of engagement and conversion. - Simplicity: Ensure the CTA is easy to understand and interact with, regardless of format. - Visibility: Choose formats that stand out but remain cohesive with your design. - Device Compatibility: Ensure the format works seamlessly across all devices, especially mobile. - Analytics: Use data from past campaigns to guide your choices.

During my time as a APMM at Google, I learned that A/B testing is much like a real life science experiment. Much like with the scientific method, one must to ensure that the audience is split randomly to avoid any conflation between audiences preferences and the performance of ones actual CTA. Additionally, it is critical to include a Control group. For example, during my time at YouTube, we ran YouTube Premium ad that split users into different CTA groups. We also kept a Control group. It was crucial we split users randomly because a portion of our customers had higher conversion rates due to already having YouTube music subscriptions as compared to the normal customer, which had lower interest.

Setting up your A/B test is straightforward. Choose a tool like Google Optimize or Optimizely, then define your goal and test details. For instance, you might test whether a video CTA boosts sign-ups more than a text CTA. Split your audience evenly and randomly to get accurate results, including a control group for comparison. Run the test for a set period, like two weeks, to see which CTA performs better. Remember, random audience division is key to avoid bias and truly understand your CTA's impact.

Setting up your A/B test i chose as below: - Define Objective: Clearly state what you aim to achieve (e.g., increase conversion rate). - Identify Variables: Determine the element(s) you want to test (e.g., CTA color). - Create Variations: Develop two versions: A (control) and B (variation). - Segment Audience: Divide your audience to ensure each group receives only one version. - Use Tools: Implement A/B testing software to distribute versions and collect data. - Run Test: Launch the test, ensuring each version is shown randomly to an equal number of users. - Collect Data: Monitor performance metrics relevant to your objective. - Analyze Results: Compare outcomes to see which version performed better.

👉 Once your A/B test concludes, analyzing the results involves more than just looking at which version won. Use analytical tools to dive deep into the performance of each CTA format. Check for statistical significance to ensure the results aren't due to random chance. Look at how each format performed across different segments or devices. This can uncover valuable insights about user preferences and behaviors. In one of my past projects, we found that video CTAs significantly outperformed text CTAs on mobile devices due to higher engagement rates, leading us to prioritize video content in mobile-oriented campaigns.👌

→Check Statistical Significance: Ensure the results aren't just due to chance. Tools typically provide this analysis. →Review Performance Metrics: Look at how each CTA performed against your goals. Your tool will display this in reports or graphs. →Identify Surprises: Look out for unexpected patterns – maybe one CTA worked better on mobile or with a certain audience segment. →Consider Limitations: Think about external factors or biases that might have influenced your results, like seasonality or market trends.

To analyze I follow below: - Gather Data: Compile data from your test, focusing on key performance indicators (KPIs). - Statistical Significance: Use statistical analysis to determine if differences in performance are significant. - Compare Metrics: Look at the performance of Version A vs. Version B based on your objectives (e.g., conversion rates). - Identify Trends: Note any patterns or unexpected outcomes in the data. - Contextualize Results: Consider external factors that could have influenced the outcomes. - Draw Conclusions: Decide which version meets your goals more effectively based on the analysis. - Make Recommendations: Suggest actions based on the winning version or indicate further testing if results are inconclusive.

→ Implement the Winning CTA: Choose the best-performing CTA for your web pages, emails, or ads. → Share Insights: Document and communicate your test results and insights with your team and stakeholders. → Inform Future Strategies: Use these learnings for planning your next tests and marketing campaigns. → Continue Testing: Regularly update and optimize your CTAs to align with changing audience preferences and goals.

To apply learnings I follow: - Implement Changes: Adopt the successful elements from your tests into your strategy. - Document Insights: Record what worked and what didn’t for future reference. - Share Knowledge: Communicate findings and best practices with your team. - Scale Successful Tactics: Apply proven strategies to other areas or campaigns. - Iterate: Use insights to refine and test new hypotheses or improvements. - Train Your Team: Educate team members on the insights gained to elevate overall performance. - Adjust Goals: Revisit and adjust your objectives based on what you’ve learned. - Monitor Impact: Continuously track the performance of implemented changes to ensure long-term success.

When testing different call-to-action (CTA) formats—text, images, videos—it’s essential to go beyond simply identifying a “winner” and instead focus on understanding why a particular format performs best. Break down your results by considering the audience segments, time of day, and user journey stage. With insights like these, you can dynamically optimize future campaigns by matching CTA formats to specific contexts. Tools like ezbot.ai allow you to automate this process, continuously refining the CTA experience by leveraging AI to dynamically serve the most effective formats based on real-time user behavior and preferences.

One major mistake is testing too many variables simultaneously without a clear focus. This can muddy the results and make it difficult to draw concrete conclusions. Ensure your hypothesis is specific and your goals are clearly defined. Another tip is to ensure your sample size is large enough to achieve statistical significance, allowing you to trust that the results can be generalized to the entire population. Regularly revisiting your testing strategy and updating it based on the latest data and insights will keep your approach fresh and aligned with current user behaviors.

To avoid common mistakes when testing CTA formats, focus on: a) Contextual Fit: Ensure each CTA format aligns with the surrounding content. A video CTA might be ineffective if it disrupts the flow of a detailed article. For instance, HubSpot uses in-line CTAs within blog posts to maintain relevance, instead of popping up mid-read. b) User Experience: A flashy CTA might grab attention but could be intrusive. For example, Mailchimp uses subtle, well-integrated buttons that match the email’s tone and style, preventing distraction. Don’t overlook how different formats impact user experience. By aligning CTA formats with content context and prioritising seamless user experiences, you avoid pitfalls and enhance effectiveness.

✅Cross-Departmental Sharing: Regularly share insights and results from A/B testing across different departments. This promotes a data-driven culture and can help integrate evidence-based strategies across your organization. ✅Ongoing Education: Continually train your team on new A/B testing methods and technologies. Stay updated with the latest industry trends to keep your testing strategies effective. ✅Iterative Process: Treat A/B testing as a cyclical process. After implementing changes based on test results, test again to refine further or respond to new user behavior patterns. 👉In bonus to those, apply learnings from A/B tests and document all successes and failures to have a clear record.

Much like real estate, the optimal CTA is about: Location, Location, Location. During my time at Google/YouTube, video oriented CTAs tended to perform best on a webpage, where movement attracted clicks. However, with email marketing campaigns at Microsoft, text CTAs overperformed, especially those with clear descriptions like "Get It Now" at the top of the email. Knowing your audience, their scroll rate and the location on page will all lead to better results.

This article focuses more on A/B testing in general than on testing different CTAs. There's only one short paragraph specifically about CTAs, and I'm not sure how helpful it is for someone just starting out. If you're new to this, you'll likely start by changing the CTA's copy or design. When choosing the copy for your CTA, think of it as your last chance to persuade someone to take action. Focus more on the user benefits than on the action itself. For example, instead of using "Submit" at the end of a form, try "Get started for free" or "Get your 20% discount now." When making design changes, follow your brand guidelines and ensure that the contrast between the text and background is strong enough, and that the text is easy to read.