Homepage: Bigger CTA Button in Navigation
Hypothesis
Increasing the visual prominence of the primary CTA button in the navigation header will make it easier to find and drive more clicks.
Test Results
Key Learning
Problem: The primary call-to-action on the homepage isn't converting at its potential — design, copy, or placement may be the bottleneck.
What worked: CTA size is a significant conversion lever that is frequently underestimated. Small buttons get ignored — especially on content-heavy pages. Increasing CTA size is a low-effort, high-impact test that should be in every test roadmap. (+40.0% 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: bigger cta button in navigation can produce a +40.0% 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 #348 : simply increasing the size of the 'Get Quote' button in the top navigation produced a +95.1% increase in progression. This was a minimal change with a massive lift.
Methodology
Build On These Learnings
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