Email Marketing, Lawson A/B Testing

The following emails were the click-through winners for a three month test period where we tested a new button. At the time of this post, the new green button was the winner by .48% for clicks and over 12% for subsequent revenue. The new button was designed using the following best practice concepts where applicable:

  • Two to five words maximum.
  • Action-oriented: Verbs like “Download” or “Register”
  • Contrasting color from the color scheme of banner. Green and orange perform best.
  • Large enough to see from a distance with a healthy amount of space around it so it stands out.
  • 1st person message, e.g. “Get my free trial” vs. “Get your free trial”
  • Sense of urgency: Deadline, limited quantity, etc.
  • Bonus button text for value proposition

Button Makeover: Old vs. New

Email Marketing, Lawson A/B Testing

Email Marketing, Lawson A/B Testing

Email Marketing, Lawson A/B Testing

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