Landing Page: CTA Optimization
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: A variation was tested against the existing experience.
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 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 29 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
A/B test on landing page testing cta changes.
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
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: 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.
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.