Optimization Blog

How to improve the download button to increase downloads?

Setup

Original (A)

vs
Alternative (B)

I used google’s website optimizer to show both “Buy” and “Try” buttons of equal size as well as a large “Download a Free Trial now” and “Buy” button for the CD Label Maker explore page (http://www.amfsoftware.com/windows/cdlabelmaker.html). The two pages were shown in a 50/50 split. This page was also the landing page for an adwords campaign which pushed more traffic to this page for the duration of the experiment.

Measurement

The number of visitors who clicked the download button on the CD Label Maker explore page. For this experiment, I not only used google’s website optimizer, but also measured bounce rates on the landing page using Urchin and Google Analytics.

Outcome

The number of visitors who went to the download page improved by 10% for the alternative (B) landing page.

Uncertainties and Errors

I made a fundamental error in experiment design - I changed too many variables during the experiment. Was it the size, order or the wording of the new download button that increased the conversion rate? Did the people coming in via Google Adwords skew the results in any way?

Result

I immediately changed the download button to the alternative (B). I also changed the download button in all CD Label Maker pages. There was an immediate increase in downloads and a drop in bounce rate as measured by both Urchin and Google Analytics for the landing page. I also resolved to change only one variable in future experiments.

Recommendation

High confidence: Make the download buttons in your website much more prominent by changing it’s location and size so as to “pop out” visually. Use a clear call to action as the wording for the download button. In future experiments, I will test the wording on download buttons to determine exactly what phrases get more downloads.

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