Landing Page: Plan Page Zip Modal CTA Copy
Hypothesis
Changing the CTA from "Continue" to something more relevant and descritpive
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 worked: Changing the CTA from "Continue" to something more relevant and descritpive (+5.6% 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 landing page: plan page zip modal cta copy can produce a +5.6% improvement in conversions. The test was run on a landing page page in the energy & utilities industry. With 50,404 visitors in the sample, this is a robust result.
Before you test: Consider that cta tests typically require large sample sizes to detect small effects. This test ran for 43 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
Changing the CTA from "Continue" to something more relevant and descritpive
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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