“My” Versus “Your” — Which Call to Action Copy Got 90% More Clicks?

[ewenmack]

I love it when you change just one freaking word and response rates go up...

in this case by 90%.

Choosing the right word in the right place is so crucial.

An obsessed direct response copywriter
agonizes over words.

Then pours over split test results to
see where they can be applied on his/her project.

Ah the magnificent obsession we have!

Anyways, here's the split test quiz to see which word won
and the results after you take it.

“My” Versus “Your” — Which Call to Action Copy Got 90% More Clicks? (2013 Award Winner) : Which Test Won

Enjoy!
Ewen

[angiecolee]

Thanks for this Ewen - took me a minute to figure out how to see the article, because the images were too small for me to see well. I just clicked straight through to "see results" instead of voting. This is pretty cool though!

[DavidG]

Great result.

I obviously would think the word "your" would win but looking at it closer, I could see why "my" won...

It's a button. And when they press it, they know EXACTLY what's going to happen. It also might have something to do with "my" being more personalized than "your"...

Just my hunch.

I'll make sure to use this on my buttons from now on.

[ewenmack]

David I'm thinking the decision has been made to buy at this point,
therefore they see themselves owning it.

Hence "my".

Best,
Ewen

Originally Posted by DavidG

Great result.

I obviously would think the word "your" would win but looking at it closer, I could see why "my" won...

It's a button. And when they press it, they know EXACTLY what's going to happen. It also might have something to do with "my" being more personalized than "your"...

Just my hunch.

I'll make sure to use this on my buttons from now on.

[DavidG]

Originally Posted by ewenmack

David I'm thinking the decision has been made to buy at this point,
therefore they see themselves owning it.

Hence "my".

Best,
Ewen

Ah okay...

Yeah it's sorta what I meant by saying personalized.

[Raydal]

"Your" is defintely a powerful word in copy but when placed
up against "we" and "our", but I've never seen it placed against
"my". This is an interesting test results for sure.

I think this would go under the "assume close" technique.
As Ewen suggested, it is assumed that they already own
the product.

-Ray Edwards

[RickDuris]

My recent tests:

1. I have an optin page where name + email is beating email alone, 2 to 1.

2. I have a long form sales page where white text on dark blue background is beating black text on white by 27%.

3. Same sales page, thin v. wide body copy is neck and neck.

- Rick Duris

PS: These tests are in the self-help market in the last 3 weeks.

[ewenmack]

[QUOTE=RickDuris;7766222]

2. I have a long form sales page where white text on dark blue background is beating black text on white by 27%.

Very interesting Rick...thanks.

I've read how retail staff wearing blue clothes increased sales.

Some say it's a trustworthy color.

Never thought of going deep blue behind the text though.

The world owes a lot to testers who bring back results, like yourself.

Best,
Ewen

[verial]

I once run a test that improved conversions by INFINITY:

And all I did was change the text from white to black!

[max5ty]

LOL...another advertising ploy.

[Bruce Wedding]

Originally Posted by verial

I once run a test that improved conversions by INFINITY:

And all I did was change the text from white to black!

Let me guess... the background was white both times? LOL

Ewen, thanks for putting this up. I never thought of writing a call to action like that but as soon as I saw it, it made perfect sense. I did choose the winner.

A lot of people don't test because they don't have the traffic to test properly. But many that do, still don't test. If you have the traffic, it can be fun.

My friend, Matt Bacak is fanatical about email testing. He's tested thousands of email subject lines and tests every time he sends an email. It's easy to do when your lists are 6 and 7 figures.

[RichBeck]

Thanks. I appreciate.

Unfortunately, people are over-influenced by other people tests. Laziness, assumption, rush to implement as well as guru worship cost a marketer big time.

"Never put white text on a black background." Every marketer 'knows' this is true. (Except me. )

"Optin pages with email alone perform better than those with multiple data items." Every marketer 'knows' this is true too. (Except me. )

I wish I could show you more.

- Rick Duris

PS: Even on my blog, CopyRanger.com | Rick Duris, CopyRanger | Killer Copywriting, I was told 2 column blogs work better than 3 column. I've discovered differently.

Rick,

Thanks for sharing your split testing results and wise words...

Too many times, people blindly accept these "rules" or whatever "sounds best." When in fact, they are merely untested theories.

Take Care,

Rich Beck BCIP, MCSD, MCIS

[ewenmack]

Another stumbling block is people run out of ideas to test.

So seeing what others test gives that "aha I never thought of testing that!"

Best,
Ewen

Originally Posted by Bruce Wedding

Ewen, thanks for putting this up. I never thought of writing a call to action like that but as soon as I saw it, it made perfect sense. I did choose the winner.

A lot of people don't test because they don't have the traffic to test properly. But many that do, still don't test. If you have the traffic, it can be fun.

My friend, Matt Bacak is fanatical about email testing. He's tested thousands of email subject lines and tests every time he sends an email. It's easy to do when your lists are 6 and 7 figures.

[joe golfer]

Split testing is extra fun on your own projects because you can test wild versions without any push back. Heck, you already did all the research. Why not test some copy that pushes the boundaries? Or is a completely different style?

[top tier enterprises]

Thanks all for sharing your test results.
Some surprised me.

[mgreener]

Does my tweet count if I got it right after reading all the comments on this thread?