We always love the folks over at Which Test Won, they geek out on data like we do. So when Continuum, a company that offers remote monitoring and management services, networking solutions, and backup/recovery assistance, did a test on lead capture for an offer for a data sheet vs. a video, you would never believe which one won. See for yourself…
Version A won! Can you believe it? It created a 63% increase in clickthroughs compared to the video offer.
What does Continuum say? Know your visitors! Figuring out how to appeal to them is crucial. Part of the a/b testing challenge is identifying the best format to serve them content.
Continuum wanted to test whether its partners wanted to get an email offering informational content in the form of a data sheet or a video.
According to Continuum many of their customers are: “…former IT employees from larger organizations who’ve left to start their own managed IT services business. These people are technicians at heart, but want to become better business owners.” They also thought that their “viewers wouldn’t take the time to watch a video, especially during business hours. However, the data sheet could be quickly scanned or printed out for later review.”
Continuum says that you should test your call to action; if your visitors prefer to quickly scan a sheet, send a data sheet. If they want to look at something more engaging, send them a link to your video. Then see what works best.
Great test!
