Homepage: Repeated Bottom CTA on Long Pages
Hypothesis
Users who reach the bottom of a long page are highly engaged and should be given another conversion opportunity.
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: Engaged users who read to the bottom of a page are highly qualified but often have no conversion opportunity at that point. Always provide a CTA at the bottom of long pages (+16.5% 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: repeated bottom cta on long pages can produce a +16.5% 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 #328 (CMS SaaS): adding a trial signup section at the bottom of their long homepage produced +15.5% more trial signups. The bottom of a long page is high-intent real estate.
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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