Product: Sticky Call To Action on Product Page
Hypothesis
If we make the primary call-to-action sticky and always visible while scrolling, then conversion rates will improve because the CTA remains accessible at the exact moment users decide to act
Test Results
Key Learning
Context: Key actions on the product disappear as users scroll, creating a gap between intent and the ability to act.
What was tested: Sticky CTAs capture conversions from users who reach purchase intent mid-scroll rather than requiring them to scroll back up; the lift depends heavily on page length and scroll depth This large-scale test (805,623 visitors) provides strong statistical confidence in the directional findings.
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 product: sticky call to action on product page but produced no statistically significant change. The test was run on a product page page in the cross-industry 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. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
A floating Add to Basket button was added to a product page. Impact on sales was measured.
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
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Does Pinning a Mobile Checkout CTA Improve Conversion?
Sticky mobile CTAs can compress time-on-page meaningfully (~15% faster) without sacrificing engagement signals — users converted at a directionally higher rate AND moved through the page faster, suggesting reduced hesitation rather than rushed clicks. The result was shipped via 90/10 holdout monitoring rather than traditional 50/50 A/B inference — the high baseline (~85%) and limited mobile traffic made full A/B underpowered, so the team chose a holdout-validated rollout as the deliberate methodology. Bayesian P(variant > control) was ~0.90, supporting the directional ship call. Worth noting: external research flags sticky CTAs as context-dependent — they help when the primary action is buried below the fold, but can hurt on shorter pages where the original CTA is already visible.
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.
Does Adding a Shopping CTA to the Main Navigation Drive Plan Views?
A CTA's click rate is not its conversion contribution. This test surfaced one of the most consistently underweighted patterns in CRO: behavioral diagnostics almost always tell a more honest story than the topline. The aggregate result looked like a tiny non-significant lift (+1%); the diagnostic revealed that of every 100 button clicks, only 6 reached the next funnel step. Two failure modes converged: (1) copy intent mismatch — the chosen label read as 'create account' rather than 'shop,' so a large share of clicks came from users trying to log in / manage their account from support and customer pages; (2) extra modal step before the destination page added friction without value. The aggregate lift was partially cannibalization from higher-converting paths. The transferable pattern: when introducing a global navigation element, validate the click→conversion ratio per source page, not just the topline. High clicks from low-intent pages creates a false signal of engagement that can mask poor performance.