600% Higher CTR from THIS?

Testing interactive content is always a good thing, even when our hypothesis is disproven. But when a test generates 600% improvement, it’s a really good thing. And when the change we made to get that result was one word, that’s pretty good return on effort. Most tests aren’t this easy or successful, so this is a short, fun story.

Assessing Assessments

Assessments have always performed well in our interactive content marketing. Marketers like to self-assess and measure themselves against benchmarks or their peers, so they engage and convert when driven to assessments. We have one assessment in particular that has performed especially well for us over the past year.

One day, on a lark, we thought “what if we relabeled our ‘assessment’ as a ‘report card’?” Specifically, what if we ran a head-to-head test in LinkedIn sponsored content to see if “report card” would perform any differently from “assessment”. It was a simple hypothesis, an easy-to-execute change, an easy-to-measure result and presented limited risk.

So that’s what we did. We ran our assessment ad against our report card ad and got 6x the click-through-rate from the report card ad. Turns out that while marketers like assessments, they apparently love report cards.

Screenshots of the two competing LinkedIn sponsored updates. Clicking will take you to the winning Report Card version.

Screenshots of the two competing LinkedIn sponsored updates. Clicking will take you to the winning Report Card version.

I learned a couple of important things from this:

  1. Success is relative. I thought the assessment was a star, but it was really underperforming.

  2. Simple changes can have huge impacts. I have a new appreciation for looking for these simple opportunities.

Here’s a link to the same assessment dynamically relabeled as a report card.