Pattern #49: Above The Fold Call To Action

Pattern #49  Tested 12 timesFirst tested by Daniel Shapiro Recently tested by Alexander Krieger on Nov 17, 2022

Based on 12 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Above The Fold Call To Action (Variant A) Above The Fold Call To Action (Variant B)

Expected Median Effects Of B

?

Progression

(8 tests)

?

Leads

(5 tests)

?

Signups

(1 tests)

-

Engagement

?

Sales

(7 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(12 tests)

Tested on

Tests

Pattern #49: Above The Fold Call To Action
Was Tested On Microsoft.com by Ronny Kohavi

Replaced

Isolated

Test # 221 on Microsoft.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Ronny Kohavi    Jan 27, 2019 Test link

Find Out How It Did

  • Measured by users adding any product to cart

  • Measured by total orders

Zoom In
A
B
Product

Microsoft Store ran an experiment on the Office 365 Home product page. The treatment raised the purchase calls to action higher by removing the hero image.

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The Same Pattern Was Also Tested Here

Replaced

Confounded

Test # 440 on Formelskin.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Alexander Krieger    Nov 17, 2022 Test link

Find Out How It Did With 14,668 Visitors

  • Measured by account creations

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Signup

In this experiment, the call to action or button was raised above the legal text to be visible right away without scrolling. Additionally a error message was added for users that did not activate the checkbox to remind them that this is mandatory. Impact on signups and eventual follow-through to purchases (3 steps later) was measured.

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Added

Isolated

Test # 381 on Expertinstitute.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Ardit Veliu    Oct 30, 2021 Test link

Find Out How It Did With 2,970 Visitors

  • Measured by clicks on button

  • Measured by new inquiry form completions

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, an extra button to a signup lead form was placed above the fold. In the control, the same button appeared further down on the page.

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Replaced

Isolated

Test # 361 on Chaosgroup.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Velin Penev    Jun 22, 2021 Test link

Find Out How It Did With 49,030 Visitors

  • Measured by completed transactions

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

In this experiment, a pricing plan selector was shifted from the very bottom of a long product page towards (almost) the top. Impact on any transactions or sales was measured.

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Added

Isolated

Test # 349 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Apr 27, 2021 Test link

Find Out How It Did With 950,043 Visitors

  • Measured by subscription starts

  • Measured by completed membership sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Global

In this experiment, a simple "Join Now" button was added inside an expanded mobile navigation menu. Clicking the button would start a multiple step membership subscription process. Impact on subscription starts and final sales were tracked.

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Added

Isolated

Test # 320 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Oct 20, 2020 Test link

Find Out How It Did With 2,908 Visitors

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Checkout

An extra "Place Order" button was duplicated above the fold on this checkout page. The control had a similar button further down at the bottom of the screen. The impact on total sales was measured from this change.

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Replaced

Isolated

Test # 244 on Mt.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Vito Mediavilla    Jun 06, 2019 Test link

Find Out How It Did With 3,711 Visitors

  • Measured by form fill starts

  • Measured by successful registrations

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

A product landing page with an image was tested against one without - raising the call to action above the fold.

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Replaced

Isolated

Test # 185 on Retrome.pl by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Grzegorz Jancewicz    Jul 03, 2018 Test link

Find Out How It Did With 823 Visitors

  • Measured by visits to quote page

  • Measured by successful quote submissions

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

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Replaced

Isolated

Test # 170 on Goodui.org by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Apr 24, 2018 Test link

Find Out How It Did With 11,616 Visitors

  • Measured by visits to any 3 search links

  • Measured by adds to cart

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

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Added

Isolated

Test # 160 on Examine.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Martin Wong    Mar 15, 2018 Test link

Find Out How It Did With 25,025 Visitors

  • Measured by checkout visits

  • Measured by bundle and individual purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

Get Access To See The Test Results

Replaced

Isolated

Test # 141 on Trydesignlab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daniel Shapiro    Jan 05, 2018 Test link

Find Out How It Did With 5,789 Visitors

  • Measured by form submits

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

The variation introduced a call to action at the top of the screen that linked to a form deep down on a long course page.

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Leaks

Leak #58 from   |   Aug 10, 2020 Product

Airbnb A/B Tests And Discovers That A Higher Button Position Is Better

A - Jun 11, 2020
B - Jun 11, 2020 IMPLEMENTED

Airbnb ran this wonderful experiment on one of their primary reservation buttons. The A/B test adjusted the position of the button, shifting it higher on all property pages - which was implemented once ended.  View Leak

+0.5 Evidence

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.