By Matt Astifan
A widely known rule of a landing page is there should only be ONE Call-To-Action (CTA). Which means there is only one action a visitor can take. This is usually to enter an email address for more information or click a “buy now” button to purchase your product.
I’m a big fan of Unbounce, recommend it to marketers, and even teach people how to use it effectively in my workshops. While browsing the available templates in Unbounce I noticed one called “Viral Social Media Contest Page”.
So I tried it out.
The beautiful thing about Unbounce is that it allows you to easily create multiple versions “variants” of your landing page and test them against each other. I decided to test whether social share buttons would generate more traffic and therefore more conversions VS having a single Call-To-Action. In this example the goal was for visitors to click the “Sign Up Now” button on the Social Media Director landing page.
Here were the results 10 days after launch.
Variant A (uses “Sign Up Now” + “Viral Sharing” + “Email Opt-in”) received 380 unique visitors while and 11 converted – meaning they clicked the “Sign Up Now” button and went to PayPal page.
Variant E (uses ONLY a “Sign Up Now” button) received 261 unique visitors and also sent 11 people to the PayPal page.
Variant D (uses “Sign Up Now” + “Email Opt-in”) performed the lowest, however it was the only page to generate 3 new subscribers.
All 3 page designs are the same until you scroll to the bottom of the page. Below is a screen shot of the “Viral Sharing” footer from Variant A, and the “Email Opt-in” from Variant D.
Note: The 26 page conversions (meaning visitor clicked the “Sign Up Now” button) resulted in 11 completed purchases on the PayPal page – giving the PayPal checkout page a 42% conversion.
