A Piano by any other name is not the same

I was reading an interesting article somewhere lately. Can't remember where for the life of me, but the gist of the article was the comparison of two phrases in a Pay-Per-Click advertising campaign.

• "Learn to Play a Piano"
• "Learn to Play the Piano"

Any person with common sense would say that these two phrases will perform virtually the same in a Pay-Per-Click campaign.

The reality is that "Learn to Play the Piano" received 400% the click throughs that "Learn to Play a Piano" received. Additionally the term "Piano Lessons" received a similar 400% greater click-through rate to the term "Piano Lesson" minus the trailing "s".

If this is surprising to you let me assure you that the psychology of user behavior is in the smallest details. This is why a long-term commitment to A-B testing and measuring both website marketing and site usability will give you a greater opportunity to produce the maximum eCommerce profits from your website.