WhichTestWon recently wrote about health insurer Anthem and its surprising experience with mobile landing pages. Anthem created two mobile landing pages for a PPC campaign — Version A without any images and Version B with an image of a smiling woman.
The page with the image had a single, gentle call to action and more descriptive copy. The text heavy version on the other hand had three different calls to action, no images to soften the message and very little descriptive copy. The expectation was that the version with the image would perform better.
However, contrary to expectations, the all-text version outperformed the version with the image hands down. Leads increased by 166% at a 95% confidence level. The platform in question made all the difference. On a mobile device, users found the multiple action choices in Version A more convenient than the single call to action in Version B. All that copy in Version B that was meant to convince users was wasted on the small screens of mobile devices. Calling customer care as suggested in Version A, was probably easier to do on a mobile phone than read reams of tiny text for clarifications about Anthem's health plans.
Obama's Presidential Campaign — Million Dollar Email Subject Lines
Email is often considered an irritant, distracting employees from their daily to-do lists with its endless back and forth. While the option of optimizing email for task scheduling and collaboration does exist, the platform suffers a terrible reputation thanks to piles of one-line conversations, irretrievably of relevant data from threads, conversations diverting totally from their initial subject lines, and spammy marketers clogging inboxes across the board.
With this rather humble background, email marketing stood out as an unlikely, yet, key contributor to President Obama's re-election bid in 2012. Toby Fallsgraff, the email marketing director of the Obama campaign, explained in an interesting video how A/B testing resulted in millions of dollars in donations purely via email.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.