UPC, a market leading Dutch provider of Internet, television and telephony sent an email to their most loyal clients with a personalized offer.
22Times, the agency of UPC created 40 different buttons to be tested: 4 different colors were tested, in combination with 10 different button texts.
4 different colors
10 different button texts
|My subscription scan|
|switch over now|
|Personal subscription scan|
|My personal subscription scan|
22Times used the real time optimization service of 8Seconds to optimize this emailcampaign. When the entire emailcampaign has been sent out, 8Seconds showed these different buttons to the customers opening their email and measured which button worked best. The best converting button was found very early in the campaign thanks to the very consistent conversion behavior of the recipients.
The 2 buttons with the lowest CTR are: and , both with a CTR of 0%. The readers of UPC apparently cannot be motivated to click by means of the pushy ‘order now’ text.
The button with the highest CTR (61.90% !) is .
Let’s now have a look at some averages:
Looking at the chart above, it’s very clear that the purple button works better than the orange button, although many other campaigns indicated that orange is supposed to be a better colour for buttons.
But if we look at the performance of the texts on the buttons, then the differences are even sharper.
What can we learn from the chart above?
‘order now’, ‘upgrade now’, ‘switch now’,… are commands, and the customers of UPC do not want to get commands! They want to be addressed personally and they clearly expressed their wish to be invited to have a look at the personal offer that has been selected for them. Giving the impression that UPC has done a personal scan to select the best offer without being too pushy increased conversion enormously.