Content Page: Welcome Mat - Partial on Content Page
Hypothesis
If we add a prominent welcome mat CTA at the top of content pages, then lead generation will improve because visitors see the conversion opportunity before becoming absorbed in the content
Test Results
Key Learning
Context: Users on the content page need validation from others before committing — without visible proof of success, they hesitate.
What was tested: Content visitors have conversion potential at session start; welcome mats capture high-intent leads before users become invested in the article - but risk disrupting the reading experience
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested content page: welcome mat - partial on content page but produced no statistically significant change. The test was run on a content page page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, a lead generating section with a call to action (welcome mat) was appended at the top of article pages. Impact on lead generation was measured.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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