Initial Test Results
Recently, I started running a few tests on my blog. Some initial results are in, so I want to share them with my readers.
I’ve been testing out my opt-in form. (It’s the one up there in the top right corner of this website.) Originally, I was running a simple split test using Aweber. However, as you might know, split testing is a slow and tedious process. Also, Aweber only allows you to split test while using their javascript code which makes it difficult to customize other parts of the opt-in form. There are several reasons why I don’t like split testing, but I won’t go into all of them.
Originally, my opt-in form was rather basic. It had a description, name field, e-mail field, and a submit button. But, since I wasn’t allowed to customize more specific variables in Aweber, like the submit button color for example, I had to make some changes.
So, I decided to run a multi-variable test using MuVar 2007. I use that software to test my sales pages, so why not test an opt-in form?
I decided to add some variables… here they are:
Area (the area around the form)
Headline
Description
Name
Email
Button (submit button)
Privacy (the privacy statement below the form)
I first started running a test over a month ago, but later realized I set it up wrong which skewed the data. So… I started over and here’s what has been working better so far for me (more subscribers):
Variable: Headline
I tested a few headlines for the opt-in form. One version displayed “Subscribe Now!”, another displayed “Subscribe!” and yet another displayed nothing at all. What worked best out of those three versions?
NOTHING!
That’s right, showing no headline at all for my opt-in form gave me the best conversion.
Version: 1 - Subscribe Now!
Conversion Ratio: 0%
Version: 2 - Nothing
Conversion Ratio: 3.03%
Version: 3 - Subscribe!
Conversion Ratio: 0.69%
Variable: Description
The description variable had three versions:
- Subscribe to my blog update list to be notified via e-mail when I post a new blog entry:
- Nothing
- Insert your first name and e-mail to receive an e-mail each time I submit a new entry!
Here are the results:
Version: 1
Conversion Ratio: 0%
Version: 2 - Nothing
Conversion Ratio: 1.78%
Version: 3
Conversion Ratio: 2.14%
Hmm…the second version is interesting. I wouldn’t have expected someone to sign up with no description. Of course, if someone read a previous post which gave reason to enter their name and e-mail address into the form, that could have triggered it. Or, maybe someone was just curious?
Variable: Name
Two versions tested here (both were Arial, Size 1, Bold):
Version: 1 - Enter Your First Name:
Conversion Ratio: 1.33%
Version: 2 - First Name:
Conversion Ratio: 2.09%
Variable: E-mail
Version: 1 - Primary E-mail Address:
Conversion Ratio: 1.77%
Version: 2 - E-mail:
Conversion Ratio: 1.24%
Variable: Submit Button
This was interesting…
Version: 1 - Button: “Subscribe Now” Border: 5px edit
Conversion Ratio: 0%
Version: 2 - Red Border
Conversion Ratio: 2.78%
Version: 3 - Blue Border
Conversion Ratio: 0%
Version: 4 - Grey Border
Conversion Ratio: 3.33%
Version: 5 - Dark Red Border
Conversion Ratio: 0%
Version: 6 - Dark Blue Border
Conversion Ratio: 0%
Why did only a red border, and a grey border work best!? Well, we will never know the answer for sure, but I have a few guesses. My original subscribe button before doing any testing was a button with a grey border. Therefore, maybe more people signed up because they were more familiar seeing it more often? Or maybe because grey just fits in better with the theme of the website? As for red… it stands out! Some people have said that it acts like a big red stop sign. It really does stand out, so it makes sense to me.
As for the text on the submit button, I didn’t have any other versions. All of the above versions display “Subscribe Now”.
Variable: Privacy
Should you show a privacy statement? Yes? No? Apparently it doesn’t matter much (at least at this point in the test):
Version: 1 - I respect your trust and privacy. I will NEVER share your email address with anyone at any time.
Conversion Ratio: 1.58%
Version: 2 - Nothing
Conversion Ratio: 1.69%
 - Aaron Brandon
