I whispered to myself as I was checking my Qeryz analytics.
“No one’s clicking my CTA when they answer ‘Yes’ when it should be more interesting for them because they themselves shifted to HTTPS.”
It was an extremely strange phenomenon – until I tested another CTA message.
Then things became crystal clear.
The CTA message was at fault for robbing me of click-throughs.
So Here’s the Scenario
I have a Qeryz pop up that asks a very simple question.
“Is your Website using HTTPS?”
The response is a simple Yes or No.
Initially, an answer of both Yes or No led to this CTA:
“Our shift to HTTPS Increased our rankings by as much as 480%. Click here to find out why.”
After 3 days of running the survey, we were doing VERY poorly on the “Yes” CTA compared to the “No” CTA.
It was unacceptable. A 19 vs 1 response rate is a 1,900% difference.
So I went to work and changed the CTA to what I think will work best. Until I ended up with this:
I let 3 more days pass with this as the CTA for the “Yes” response. The results were stunning:
With the “Yes” response more than doubling in number (from 42 to 98), you would expect that the CTA would pretty much double given the same amount of time. Instead, it got ten times more clicks – moving the needle by 1,000%
If you noticed, the “No” responses almost tripled in number (from 56 to 144) but the “No” CTA merely increased by 170%. Nowhere near what the “Yes” response experienced.
So I left it running 10 more days to see what will become of the responses. Here’s the result:
The “Yes“ Response increase by almost double (98 to 171) while the “No” response increased by a hundred and ten (144 to 254). However, the “Yes“ CTA increased by another 260% while the “No“ CTA increased only by 165%.
In totality, we were able to move the needle for the “Yes” CTA by 2,600% just by something as simple as changing the CTA message.
Don’t stick with one CTA message – try testing a couple of CTAs. Qeryz records each of your survey’s number of clicks and enables you to compare multiple versions of your CTA so you’ll know which one performs best.