Landing Page: CTA Button Optimization
Hypothesis
Solution: If we modify the landing page to focus users exclusively on entering their ZIP code by making the logo nonclickable, adding gamification elements, testing different CTAs other than "Get Started," and adjusting the firefly image to point towards the ZIP code entry, then we will see an increase in conversion rates, because these elements together will guide users towards the desired action while reinforcing trust and ease of use.
Test Results
Key Learning
Context: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tested: Solution: If we modify the landing page to focus users exclusively on entering their ZIP code by making the logo nonclickable, adding gamification elements, testing different CTAs other than "Get Started," and adjusting the firefly image to point towards the ZIP code entry, then we will see an increase in conversion rates, because these elements together will guide users towards the desired action while reinforcing trust and ease of use.
Result: No statistically significant difference was detected. CTA changes that don't move the needle often mean the bottleneck is elsewhere — consider testing the surrounding context or the value proposition instead.
How to Apply This to Your Site
This experiment tested landing page: cta button optimization but produced no statistically significant change. The test was run on a landing page page in the energy & utilities industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that cta tests typically require large sample sizes to detect small effects. This test ran for 31 days — plan for at least that long.
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
Solution: If we modify the landing page to focus users exclusively on entering their ZIP code by making the logo nonclickable, adding gamification elements, testing different CTAs other than "Get Started," and adjusting the firefly image to point towards the ZIP code entry, then we will see an increase in conversion rates, because these elements together will guide users towards the desired action while reinforcing trust and ease of use.
Methodology
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