Inconclusive
Low confidence
Single Or Alternative Buttons
In this experiment, an additional call to action (Whatsapp link) was added on a listing page of one of Brazil's largest real estate sites.In the variation the 3 calls to action include: a link that launched the phone interaction, a general contact lead form, and finally the Whatsapp link (added in the variant). Impact on total lead starts and completions was measured.
Hypothesis
If we implement 'Single Or Alternative Buttons' on listing pages (In this experiment, an additional call to action (Whatsapp link) was added on a listing page of one of Brazil's largest real estate sites.In the variation the 3 calls to action inc), then key conversion metrics will improve.
Why This Works
Key Learnings
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Above-the-Fold CTA Placement → +255.8% Leads
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Multiple Steps
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Expected lift: 5%-5%
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Bigger CTA Button in Navigation → +95.1% Progression
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Pattern #2: Icon Labels
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Expected lift: 5%-15%
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Best Practice
Loser
Ghost / Outline Buttons Lose to Filled Buttons — Consistently
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Expected lift: -25%-0%
High confidence