How One Word Or Even One Letter Can Boost Conversion Rates By Over 400%! (Part 2)
Another key phrase that had an even larger variation was “how to play the piano” vs. “how to play a piano”. Common sense would say that these two phrases would convert almost identically… Wrong.
Again, with identical titles, descriptions and landing pages, “How to play the piano” converted at 5.92%, while “How to play a piano” only converted at 1.42%. That is a whopping 417% difference between “a” and “the”!
Short-term variations and fluctuations in the conversion rates of individual keywords or landing pages are common. However, the data on both of these keyword pairs was measured over a full 30 days and several thousand clicks for each keyword. I don’t have any easy answers why adding an “s” to a key phrase or changing an “a” to “the” caused such a difference in conversion rates.
Sure, you can guess at it and draw a few conclusions such as “plural keywords convert better than singular keywords” or “using �the’ in a key phrase is more specific and targeted than using �a’”. However, these conclusions are just guesses. The only real conclusion you can draw from this case study is that you have to test EVERYTHING!
