Om du ikke har vært innom Marketing Experioment BLOG, er deres fokus testing og samling av erfaringer. Ofte godt dokumentert og en kilde til inspirasjon siden de også byr på skjemdumper og elementer som kan "gjenbrukes". 

Denne konkrete testen er altså om hva som gir best konvertering - tekst eller bilde? Hva som best kommuniserer et godt tilbud, et vakkert bilde eller en godt formulert tekst.

Kilde: Marketing Experioment BLOG - Austin McGraw - 10.11.2010

- We say in our online courses that every element of a Web page must state or support the value proposition. But, what communicates the value of an offer better – a beautiful image or well-crafted copy? Do people tend to respond better to images or do they prefer copy?

All marketers have to face these questions at one time or another in the creative process, and recently, our research analysts had the opportunity to test this particular issue. You might be, as I was, surprised by the results.

We were working with a well-known news publication offering home delivery services via online registrations. Our specific goal of testing was to increase the amount of home delivery subscriptions.

The page we were attempting to optimize was their current best performer for home delivery sign-ups. It had already been through a series of previous tests and had stood out as the winner.

But “adequacy is the enemy of excellence,” as Peter Drucker says, and we wondered if we might improve the page even further. So, working alongside this organization’s marketing team, we began to test radically different page strategies.

One of the things we immediately noticed about this page was that it was copy rich. Most of its value was being communicated through copy. And though the copy wasn’t perfect, it was already decently refined though testing, so instead of attempting to tweak the copy further, we began to wonder about the impact images might have on the communication of the offer’s value.

.: Se hele testen her ...

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