A/B tests on call-to-action buttons, links, and conversion triggers. See which CTA patterns drive more clicks and conversions.
Across 78 cta experiments, 29% resulted in a statistically significant win. Winning variants saw an average lift of +34.7%. Meanwhile, 7 tests underperformed the control with an average drop of -8.3%.
48 experiments were inconclusive, meaning the difference between control and variant was not statistically significant. Inconclusive results are still valuable — they tell you what doesn't move the needle, so you can focus testing effort elsewhere.
These results come from real A/B tests with sample sizes ranging from hundreds to millions of visitors. Use them to inform your own cta testing strategy and avoid repeating experiments that have already been run.
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the checkout isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing 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 first screen of the checkout must immediately communicate value — if it doesn't, users bounce before scrolling.
Sticky mobile CTAs can compress time-on-page meaningfully (~15% faster) without sacrificing engagement signals — users converted at a directionally higher rate AND moved through the page faster, suggesting reduced hesitation rather than rushed clicks. The result was shipped via 90/10 holdout monitoring rather than traditional 50/50 A/B inference — the high baseline (~85%) and limited mobile traffic made full A/B underpowered, so the team chose a holdout-validated rollout as the deliberate methodology. Bayesian P(variant > control) was ~0.90, supporting the directional ship call. Worth noting: external research flags sticky CTAs as context-dependent — they help when the primary action is buried below the fold, but can hurt on shorter pages where the original CTA is already visible.
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The first screen of the listing must immediately communicate value — if it doesn't, users bounce before scrolling.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the content page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Context: The primary call-to-action on the content page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the content page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the content page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the content page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the content page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Key actions on the product disappear as users scroll, creating a gap between intent and the ability to act.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
A CTA's click rate is not its conversion contribution. This test surfaced one of the most consistently underweighted patterns in CRO: behavioral diagnostics almost always tell a more honest story than the topline. The aggregate result looked like a tiny non-significant lift (+1%); the diagnostic revealed that of every 100 button clicks, only 6 reached the next funnel step. Two failure modes converged: (1) copy intent mismatch — the chosen label read as 'create account' rather than 'shop,' so a large share of clicks came from users trying to log in / manage their account from support and customer pages; (2) extra modal step before the destination page added friction without value. The aggregate lift was partially cannibalization from higher-converting paths. The transferable pattern: when introducing a global navigation element, validate the click→conversion ratio per source page, not just the topline. High clicks from low-intent pages creates a false signal of engagement that can mask poor performance.
Context: Key actions on the listing disappear as users scroll, creating a gap between intent and the ability to act.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
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