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 Mt.com by Vito Mediavilla

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.

Get Access To See The Test Results

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.

Get Access To See The Test Results

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.

Get Access To See The Test Results

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.

Get Access To See The Test Results

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.

Get Access To See The Test Results

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.

Get Access To See The Test Results

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.

Get Access To See The Test Results

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

Get Access To See The Test Results

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

Get Access To See The Test Results

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.

Get Access To See The Test Results

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.