THE LOSING TEST THAT LED TO 4% MORE LEADS

Summary from the TLDR Marketing newsletter

This article discusses an A/B test on CTA anchor text that initially failed, but eventually led to a 4% increase in leads. The test compared 3 variations: a control, a version with "free" added, and a more descriptive option. The best practice of adding "free" caused a drop in conversion rates, likely due to users associating it with spam. However, the descriptive option that included the product name in the CTA improved conversions, especially among new visitors.