Subscribe | Free AI | CRO Audit | Cool Tools

Which Test Won?

On a medical procedure landing page for a doctor’s office, site visitors are presented with a header followed by CTAs formatted as rows. The rows are spaced equally, and the additional rows not shown are the same. Which test won? (See the answer below)

News This Week

• OpenAI announced ChatGPT Health. This came about because health questions are the most common questions asked. “A dedicated experience that securely brings your health information and ChatGPT’s intelligence together to help you feel more informed, prepared, and confident navigating your health.” (Link)

• How Do Technical SEO Factors Impact AI Search? (Link)

• SEO, AIO, GEO, your site, & third-party support to optimize for LLMs - Video from Google (Part 1),( Part 2)

• Unlocking the future of agentic commerce - With Google's release of Agent Payments Protocol and Uncversion Commerce Protocol, US shoppers buy items from Etsy and Wayfair, right in AI Mode in Search and the Gemini app (with Shopify, Target, and Walmart coming soon). (Link)

• OpenAI - Ads in ChatGPT (Link) (Link)

• Perplexity Pulling Sponsored Answers From AI Platform (Link)

• Anthropic releases Sonnet 4.6 (Link)

• WordPress AI Assistant — Now Built Into wordpress.com (Link)

• Google launches more visible links in AI Overviews and AI Mode (Link)

• Rand Fishkin proved AI recommendations are inconsistent – here’s why and how to fix it (Link)

• How to create a persona GPT for SEO audience research. Build persona-based GPTs to pressure-test your content, surface gaps, and align SEO with real audience intent – without replacing interviews. (Link)

Cool Tools

Tools for competitive analysis

• Branding 5 (Link)

• Rival Out (Link)

• Crayon (Link)

• Particl (Link)

• Competitor Research (Link)

• Klue (Link)

Which Test Won Answer

The Winner: Variation B with the “About the Doctor” CTA placed lower won with a 138% lift at 100% statistical confidence. That more than doubles the conversion rate of the page!

The Reason: Lowering information about the doctor increased the conversion rate, but it has nothing to do with the doctor. There is a subconscious checklist a visitor goes through while browsing, and a landing page has to follow that sales journey of the visitor. Here is the journey most buyers go through:

1. Reads an ad that solves a problem or meets the desires of the prospect

2. Lands on the page and asks, “Am I on the right page/site? Do they offer what I am looking for?” This is where it’s important to track the graphic elements and text in the ad to the page. The header usually has this information.

3. How easy is it to use the product or service?

4. What are the benefits, and do they align with my needs and desires?

5. Can I trust this site/company?

Note that the price of a product or service can be before or after the trust. In this test, the price is not mentioned at all since insurance may cover it.

As with all tests, you’ll need to test this on your site before implementing it. Due to many factors, test results from one site do not transfer to another site.