The problem
Proving the value of content through a series of A/B tests
Background
MemberClicks is a cloud-based software that helps associations and chambers of commerce automate tasks, boost engagement, and generate revenue all from one platform.
Since March 2021, I have worked with our web designer, marketing director, and senior demand gen to test various MemberClick's website pages with new content and design. Here are some of my copy suggestions and A/B test experiments for this project.
Homepage—main content block and hero text
Before (Version A)
After (Version B)
Variant to test: Homepage banner block
Hypothesis:
Focusing on the high impact areas, such as the headline, button text, and banner design, will achieve greater results.
For the headline, I suggested creating messaging that resonates with the audience more by highlighting the benefit of the membership management product with the text "Simplify your member management all in one place", rather than a generic headline that doesn't describe the product.
Results:
Increased the "Learn More" button click rate by 67%.
Comments on the results:
Generally, in an A/B test, it's recommended to introduce one new element simultaneously, so there's less ambiguity regarding what created the results. However, since this experiment is also part of a website overhaul project, we didn't have sufficient time to run smaller tests where we could separate the copy from the design.
Call-to-action button in the main nav—multivariate button tests
Before (Version A)
After (Version I)
Variant to test: Top navigation CTA button (same throughout the MemberClicks website)
Hypothesis:
HubSpot's multivariate button test feature would allow us to find a copy that's more compelling than "Request a Demo." As well, having shorter text with fewer syllables could be easier to digest than longer text with more syllables.
Results:
Increased the click rate by 51%.
Winning copy
Original copy
Comments on the results:
We may see even more significant results if we aligned the text with the user intent for each page. For instance, the "Get More Info" text might have better results on pages where customers don't know about the product versus when they're ready to try it out. However, given the limitations of the website, all of the buttons in the main navigation had to be the same.
Team: Catherine Chea (Writer), Miranda Tran (Designer), Andrew McWhaw (Marketing Director)