Homepage: Above-the-Fold CTA Placement
Hypothesis
Moving the primary CTA above the fold so it's immediately visible without scrolling will dramatically increase lead capture.
Test Results
Key Learning
Problem: The first screen of the homepage must immediately communicate value — if it doesn't, users bounce before scrolling.
What worked: CTA visibility without scrolling is a massive lever. Users who never see the CTA can never convert. Treat above-fold CTA placement as a top-priority hypothesis on any landing page. (+100.0% lift)
Takeaway: This is a significant win worth prioritizing for implementation. CTA changes are fast to iterate — test variations of copy, color, size, and placement independently to maximize this.
How to Apply This to Your Site
This experiment demonstrated that homepage: above-the-fold cta placement can produce a +100.0% improvement in conversions. The test was run on a homepage page in the cross-industry industry.
Before you test: Consider that cta tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Test #146 on : placing an above-the-fold call to action produced +255.8% more leads compared to a CTA positioned further down the page. This is one of the highest-impact tests in the dataset.
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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