Homepage: Navigation CTA 'Latest Stock Picks'
Hypothesis
Adding a prominent 'Latest Stock Picks' CTA button in the site-wide navigation would increase awareness of premium services and drive more transactions
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: Navigation CTAs that increase awareness of premium services outperform dropdown menus. Directing users to a choice page outperforms directing to a single product signup. Users discovering options convert better than users funneled to a single destination. (+11.5% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. 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: navigation cta 'latest stock picks' can produce a +11.5% improvement in conversions. The test was run on a homepage page in the fintech 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
tested replacing The Motley Fool's 'Stock Picks' dropdown navigation with a prominent 'Latest Stock Picks' CTA button. Variation A directed to homepage premium section (11.2% lift at 99% confidence). Variation B directed to Stock Advisor signup page (7.9% lift at 97% confidence). Factorial analysis revealed users preferred seeing options before committing to a single product.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Visible Payment Options
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Product: Single Or Alternative Buttons
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Listing: Filled Or Ghost Buttons
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Checkout: Sticky Call To Action
Problem: Key actions on the checkout disappear as users scroll, creating a gap between intent and the ability to act.