The top-performing cta experiments on landing page pages, ranked by conversion lift. Learn what works and apply these patterns to your own tests.
Out of 18 cta tests on landing page pages, 28% produced a statistically significant improvement. Winners averaged +17.5% conversion lift.
4 tests underperformed the control with an average impact of -8.3%. These failures are documented below so you can avoid repeating them.
Context: Users can't quickly find relevant products or content on the landing-page, leading to frustration and early exits.
Context: Each additional form field adds friction to the landing page, increasing the chance users abandon before completing their submission.
Context: Without clear urgency signals, users delay their decision on the landing page, leading to drop-offs and abandoned sessions.
Problem: Key actions on the homepage|landing disappear as users scroll, creating a gap between intent and the ability to act.
Problem: How "Pop-up demo request form on high-intent page" is implemented on the landing can meaningfully affect conversion — this element is worth testing.
Problem: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Problem: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: How "Remove distraction" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Context: Coupon and promo code fields on landing pages can distract users — they leave to hunt for codes, reducing completion rates.
Problem: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Problem: Each additional form field adds friction to the general, increasing the chance users abandon before completing their submission.
Problem: The primary call-to-action on the home landing isn't converting at its potential — design, copy, or placement may be the bottleneck.
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