Minor Change Can Have Huge Impact

A customer of ours called me a few days ago, complaining that their conversion rate (percentage of clicks that convert to leads as evidenced by the lead completing a form on the vendor website) from Capterra had plummeted from around 10% in October/November to around 1% in December/January - a 90% decline. I checked his links and then went to his website. His website was fairly well laid out, he had calls to action (not great ones) and his entry form was nice and brief. So all in all everything looked OK.

I pressed him to think about any changes that may have happened on their end in the late November / early December time frame when it dawned on him that they had in fact tweaked their calls to action. Nothing seemingly major, but the impact it had was huge.

I just thought this served as a great reminder that continuously testing different calls to action (as well as ways of wording them) can have such a huge impact on the success of your marketing campaigns...and your bottom line.