“Get Information”, “Request a Quote”, and “Get Started” are all examples of marketing action words that you have probably seen in advertisements, on websites, or on other marketing collateral. The team at Rocket55 wanted to know which of these words converts better as call to action (CTA) button text. Take a look at our A/B testing process to see which word could be the ticket to helping you get more leads.

Introduction

In CTA copywriting, the simple difference between two words can change a user’s perception when reviewing digital collateral and making the decision to convert. To test this, we created an experiment to run across digital advertising campaigns and the websites of 11 different clients representing 11 different industries.

Our Process

  • Digital Advertising: For our digital media clients, we chose campaigns with the highest number of conversions to test. We modified every ad in these campaigns to test two different CTAs — “Get Information” and “Request Information”. We made this change in search ads and display ads.
  • Website Button Copy:
    For our web clients, we followed a similar approach. Our first step was to determine the pages with the highest amount of conversions during the same time period as the digital ads. Next, we utilized the tool Google Optimize to set up experiments to superficially modify the CTA button text of the conversion module on these pages.

Digital Advertising Findings

The graph below outlines the difference in the conversion and clickthrough rates (CTR) of the two different marketing action words for our digital advertising tests.

Get vs Request Call To Action Button Text

The Results

Digital Advertising

There was a significant difference in the CTR between the two CTA button copies.
“Get Information” showed a 15% higher CTR than “Request Information” (p-value of 0.05).

However, there was no significant difference between the conversion rates of the two CTA copies.

Website Button Copy

While “Get Information” had a higher conversion rate than “Request Information”, the results were not statistically significant (p-value of 0.05).

General Consensus

Overall, we did not determine statistical significance between “Get” and “Request”, but a reasonable assumption is that “Get” is the better option based on the trends we were seeing across the tests.

There is also the possibility that “Get” vs “Request” does not offer a sufficient enough difference to warrant statistical difference regardless of how long the tests run for. We recommend further testing by pairing the original “Get” vs “Request” with another variable to create a multivariate test to see if pairing additional variables will lead to significant differences in the outcome.

Click here to download this report!

In need of precise, actionable insights to complement your digital marketing efforts? Digital marketing testing is something we focus on at Rocket55, and we can use to help you make data-driven decisions. Get in touch and let’s talk testing!


About the Author

Dan Onken

VP of Content Strategy

Dan has been with Rocket55 since November of 2016. Before joining the agency, he worked for Western Union on the digital and outbound marketing teams before moving back home to Minneapolis to work as a project manager on the General Mills pricing incentives team. When he isn’t working on content strategy or UX tasks at work, he likes to spend his time cycling, fishing, camping, and watching movies with his girlfriend and pup.