Pattern #41: Sticky Call To Action

Pattern Author: Carl Muszynski - Head of UX @ Conversionista!

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-3
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-1
0
+1
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Almost Certain Winner
Sticky Call To Action
  1. Add: Floating Call To Action

    Increase the visibility of the primary call to action with a persistent (floating) behavior. The button can be positioned and made to stick at the top or bottom of the screen.

Median Effects

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Engagement

Ex: Any Action / Visit

(3 tests)

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Conversions

Ex: Signups, Leads

(1 tests)

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Sales

Ex: Transactions, Upsells

(1 tests)

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #41: Sticky Call To Action
Was Tested On Sjvc.edu by Phillip Barnes

Find Out How It Performed
With 1,437 Visitors
Screen: Home & Landing
Devices: Mobile

  • Measured by lead form submissions

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

  • Measured by clicks on CTA to form

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

In this test, a footer with a button to a lead form was turned into a floating one.

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The Same Pattern Was Also Tested Here

Find Out How It Performed
With 29,743 Visitors
Screen: Product

  • Measured by premium sales

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

  • Measured by visits to pricing page

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

In this beautiful test, the key change was the introduction of a larger call to action linking to a premium / upgrade screen. The call to action was placed on the left sidebar which was floating. This is a great example of providing visibility to important elements by making them persistent.

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Find Out How It Performed
Screen: Home & Landing

  • Measured by visits to any of the 5 nav links

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

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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.

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