the one that increased engagement by 900%

When it was time to launch a new retirement income campaign, we needed a landing zone for the TV and other collateral to drive to. We wanted this page to really be rooted in what our pre-retiree customers need and understand.

First of all, we did some language studies to inform the words and terminology we use. The Content v. Content study is a type of test that quantitatively surveys language for language sake in order to reduce jargon and ensure the phrasing we use is clear and as user-friendly as possible.

Next, we tested our messaging hierarchy. We had a hypothesis that prospects wanted to learn more before taking action and customers were more ready to take action. And so we tested two versions in market: learn, engage, do, and another with that sequence reversed. In the end, the results of the A/B test concluded that both audiences preferred seeing actionable content higher on the page.

This iterative, research-led approach to content and design proved highly successful as we evolved our offering and strategy for retirement income. In another test, adjusting not only the position of the CTA button but also the messaging around it led to a 900% increase in engagement over the control.

It’s this kind of data-driven decision-making that can significantly elevate the outcomes of a campaign.