Wednesday, you were the subjects of a test.
When asking you to download my paper, I gave you two hyperlinks to download the document. Each document was identical, but the file names were changed, so that I could measure which link was downloaded most.
First Link Text: Please download this brief and easy-to-follow online sales forecasting pdf. 56% of downloads came from this link.
Second Link Text: Download Here, NOW!! 44% of downloads came from this link.
I'm not going to say whether one link performed better than the other --- this wasn't an A/B test where results could be directly compared against each other.
Instead, I'm interested in the psychology of your choice. You tell me, why did you choose the link you downloaded the file from? Why do you think more of you chose the gentle and informative message over the command?
And if there is a difference here, imagine how tone plays a role in our e-commerce businesses?
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Yelling
I help run a pickleball club in my community. When something goes wrong, people call me. They yell. There are times when yelling makes a dif...
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
-
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
i think i chose the second link because i got distracted after i read the blog but came back later to download... and it was the most obvious link.
ReplyDeleteI think I chose the first link because it was first and made sense to me that it was a link to that. I don't think I even made it to the second one.
ReplyDeleteAngela Crouse