Results: Does Where You Place The CTA Really Matter?

Purple CTA button placed below price

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Purple CTA button placed above price

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Does Where You Place The CTA Really Matter?

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Difference Between Versions:

Version A: Purple “Select” Call To Action (CTA) button placed below grey “All costs at a glance” button and price
Version B: 
Purple “Select” CTA button placed above price and grey “All costs at a glance” button


Key Performance Indicator (KPI): 

Clickthrough rate (CTR) and total orders


Test Goal:

Increase the number of people clicking to order

 

Traffic Source: 

All: direct, search, referral, organic, paid, affiliate, email list, and social

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Test Run By

Greenhouse Group

Test Run For

Vodafone

Test Run On

Optimizely

WINNING VERSION

B

Poll Results - The Best Guesses:

Does Where You Place The CTA Really Matter?

  • Version B
  • Version A
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Test Details:

The Dutch digital optimization agency, Greenhouse Group, ran this crafty CTA test for their client, Vodafone, the mobile and telecommunications company.


Background:

Looking to increase phone orders, the testing team started by obtaining data-driven feedback on the page’s visual design, through a predictive algorithm program.

In later analysis, the team saw that the purple primary “Select” Call To Action (CTA) button wasn’t getting a lot of attention. It was largely being ignored.


Hypothesis:

The team suspected changing the page layout, by rearranging the main information and CTA buttons, would make the page easier to read. They also believed moving the primary purple “Select” CTA button higher on the page would bring more attention to it.

As a result, button clicks would increase, leading to more people add to cart, and ultimately make a purchase.

However, the team also realized moving the button could have no effect. Or, might decrease conversions. So, decided to test the best performing page layout.


Test Set-Up:

To quantitatively determine the impact of moving the purple “Select” CTA button closer to the price,  an A/B test was set-up and run on Optimizely. The study ran for one week.

During this time, over 19 thousand phone shoppers saw either the product page with the purple “Select” CTA button above or below the price. Traffic was split 50/50.

The original version, with the purple “Select” button below the price, and also placed below the grey “All costs at a glance” button, looked like this:

 

The updated product page, with the purple “Select” CTA button above the price looked like this:

Button clicks and total orders were tracked across both versions.


The Real-Life Result:

Version B with the purple “Select” CTA button above the price was the strong winner.

Simply moving the primary CTA had an incredible impact, increasing conversions 19%. Results achieved 95% confidence.


Analysis:

Layout matters. Even something as simple as placement of a CTA button — above or below the price — can have an enormous impact on conversions!

In this case, changing the CTA button layout, and rearranging the main product information, made things easier to read. Because the primary purple “Select” CTA was the first thing people saw in the updated version, more people paid attention to it, and clicked on it.

The content became easier to scan and it was clearer where users should click next.

Essentially, making the button more visually prominent drew more people to it. With more people seeing it, more people clicked on it.

It’s also important to note, the visual data-driven analysis added insight into user behavior that couldn’t be gleaned from just web analytics alone. Where possible, it can be a powerful combination to use visual analysis tools, like heatmapping, with analytics data to get a full picture of how users are interacting on your site.


Ultimate Takeaway & Immediate Application:

Make important visual elements highly prominent.Put key elements front and center.

Typically, the higher up — and more obvious the element is on the page — the more likely users are to notice and interact with it.

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Poll Results - The Best Guesses:

Does Where You Place The CTA Really Matter?

  • Version B
  • Version A
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Test Run By

Greenhouse Group

Test Run For

Vodafone

Test Run On

Optimizely