English articles, My Selection, Top Tasks

Testing words on anxiety pages

Here is an A/B test that shows that testing words can be important on all types of pages. Too often, word testing is perceived as something for buttons, action, conversion. In the best of cases, also links and navigation will come into consideration for word testing.

This test in Which Test Won shows that words can affect seriously the outcome in what in the case analysis is described as top-anxiety pages. That is a very good choice of words: pages where the customer is worried about the consequences of his next action. Where the customer is more or less asked to fly blind, to trust the next step – or where he considers the risk of an unpleasant surprise. Where he is worried about the happy ending of his top task of the moment.

[My Selection] The Kras Price Itemization Test at whichtestwon.com

Words are important. Test the words. After all, the internet is about words.


About Toon Lowette

Customer is not king on the internet, he is dictator. Online services are successful if they allow the customer to do what he came for efficiently and without confusion. Toon Lowette is online publishing consultant in the Customer Carewords network of Gerry McGovern. Task management is the central issue. We teach websites to manage the task, not the content, not the technology. We teach websites to become relentlessly customer centric.


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