PDF Download Copy

Description / Hypothesis

Testing the copy around the Ebook download will help us determine the efficacy of the free download offer. This test will also provide insight as to which facets of the copy motivate users to secure downloadable content, which we can use to better implement future PDF offerings on other platforms.

Variations

Test Dashboard

Post-Mortem Analysis

This experiment sought to further measure the value of having a PDF download feature after a user has already converted. While the results of the “Almost Done” copy test were not as glowing, this experiment increased the number of PDF downloads by 38%, signaling a new way in which we can deliver content to users after the conversion.

The most shocking thing about these results are the numbers from the Organic channel. A 20% boost in PDF download clicks was recorded from Organic visitors, while Paid traffic only saw a 15% bump. While both results are good, the Organic numbers are significant considering this site is mainly catered toward paid audiences.  Again, we see language that mentions the word “free” (“…download your FREE guide to selling your timeshare!”) appealing to Organic crowds.

We should note the results and the winning copy seen here to extend it to other platforms in the future that might offer a post-conversion download.