Landing Page: Get Started CTA
Test Results
Key Learning
Problem: 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 tried: The variant changed the existing experience but introduced unexpected friction. (-3.1% change)
Why it failed: Not every CTA change improves conversion. Users may have preferred the original because it was clearer, more familiar, or better positioned.
How to Apply This to Your Site
This test showed that landing page: get started cta led to a -3.1% drop in conversions. The change was tested on a landing page page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that cta tests typically require large sample sizes to detect small effects. This test ran for 15 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.
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