Give Feedback vs. Respond Now
~ November 10th, 2009We’ve been hard at work this past year building out Rypple’s feature set. Now that many of these features are in place, we’re going back and polishing the user experience and our core features. One of the things Rypple does really well is provide you, our dear users, with a higher response rate than most feedback tools such as surveys. This is one of the areas where we can really make a difference, ensuring that you get as many responses to your questions as possible and unlocking all the hidden feedback around you.
To that end, we’ve been doing some preliminary A/B testing. A/B testing allows us to test and play with different variations in our language, layouts, images and colors. One A/B test we ran was for language. We tested the “Give Feedback” call to action vs. the “Respond Now” call to action in the notification email that advisers receive when their feedback is requested.
The result:
“Respond Now” resulted in 13% higher click through than ‘Give Feedback’ with a 99% confidence level.
The more direct language was inspired in part by Dustin’s awesome findings in trying to get people to follow him on Twitter. Dustin found that by going to a command such as “You should follow me on Twitter here” vs. a statement such as “I’m on Twitter” resulted in a 173% increase in click through.
In both cases, more direct language yielded better results. In our case, “Now” creates a sense of urgency in the mind of the responder, and encourages action immediately. “Give Feedback” does not instill the same sense of urgency and is more easily ignored. (It would be interesting to see the results of a test between “Respond Now” and “Give Feedback Now”)
While our results are not as dramatic as Dustin’s, we’re quickly iterating and have been experimenting with multi-variable testing (which we’ll elaborate on in a future post) to more quickly get the results you want. As we continue to do A/B tests on messaging and features throughout the product, we’ll report back on some of the interesting findings.
Got Feedback? You should give it to me here. 
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