Mobile: CTA Button Optimization
Hypothesis
First iteration will be to test product ordering, then iterate to: 1. I would recommend removing the large header "Get great Texas electricity rates' header - right now it takes up a large part of the screen. Removing this would highlight the 'plans' that customers come to this page looking for. 2. Let's test whether presenting plans vertically scrolling on the page improves conversions. Carousels tend to not work great, especially for 13 plans. (that is what I saw today when searching 77096 zip.) 2a. If we keep the carousel - can we include the dots underneath to highlight the number of plans that are available? 3. Not be a test but, when going through the flow I noticed that the radio buttons on mobile are only clickable on the radio dot itself (on my Google Pixel)- the entire width of mobile buttons should be clickable to make the buttons more accessible/easier for customers to select.
Test Results
Key Learning
Context: The primary call-to-action on the mobile isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tested: First iteration will be to test product ordering, then iterate to: 1. I would recommend removing the large header "Get great Texas electricity rates' header - right now it takes up a large part of the screen. Removing this would highlight the 'plans' that customers come to this page looking for. 2. Let's test whether presenting plans vertically scrolling on the page improves conversions. Carousels tend to not work great, especially for 13 plans. (that is what I saw today when searching 77096 zip.) 2a. If we keep the carousel - can we include the dots underneath to highlight the number of plans that are available? 3. Not be a test but, when going through the flow I noticed that the radio buttons on mobile are only clickable on the radio dot itself (on my Google Pixel)- the entire width of mobile buttons should be clickable to make the buttons more accessible/easier for customers to select.
Result: No statistically significant difference was detected. No significant difference suggests users adapted to the change quickly, or the variation didn't address the actual friction point. Try testing more targeted elements.
How to Apply This to Your Site
This experiment tested mobile: cta button optimization but produced no statistically significant change. The test was run on a mobile 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 layout tests typically require adequate traffic to reach statistical significance. This test ran for 35 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
First iteration will be to test product ordering, then iterate to: 1. I would recommend removing the large header "Get great Texas electricity rates' header - right now it takes up a large part of the screen. Removing this would highlight the 'plans' that customers come to this page looking for. 2. Let's test whether presenting plans vertically scrolling on the page improves conversions. Carousels tend to not work great, especially for 13 plans. (that is what I saw today when searching 77096 zip.) 2a. If we keep the carousel - can we include the dots underneath to highlight the number of plans that are available? 3. Not be a test but, when going through the flow I noticed that the radio buttons on mobile are only clickable on the radio dot itself (on my Google Pixel)- the entire width of mobile buttons should be clickable to make the buttons more accessible/easier for customers to select.
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
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: Welcome Mat - Partial
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.