Evidence #69: Anchors Vs. Modals
Thanks to Justin Rondeau from digitalmarketer.com for sharing Evidence Test #69. This experiment contained a simple change in how the calls to action behaved. In the control, the buttons were anchored to the form below. When they were clicked, the screen shifted downwards to the form (or didn't when the user was already at the bottom of the screen). In the variation, the buttons launched an instant modal window.
What Can We Learn From This Test?
The variation showed a possible +6.3% increase to leads being generated. I think was might have been caused for two reasons:
Scroll Position Changes Might Be Confusing
Clicking on anchor links shifts the scroll position of the browser. Perhaps this confuses people as they try to recover of a such a shift. After a scroll change (performed by the browser and not the person), people may wonder what is the next element, headline or copy that they need to focus on next.
Lack Of Feedback
If the anchored element (the form) and the buttons are in proximity and close to the bottom of the screen, there may be no change whatsoever. Clicking on the links does nothing, since the user is already at the bottom of the screen. This results in an action with no feedback.
Any Other Explanations? Share Your Comments Below