Pattern #49: Above The Fold Call To Action

Pattern Author: Daniel Shapiro - Co-Founder @ Designlab

Based on 5 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Above The Fold Call To Action
  1. Add: Visible Call To Action Repetition

    The pattern suggests to raise a call to action visibly above the fold. The idea is if a button is more visible, more people will act on it. The counter hypothesis is that by placing it earlier, some people might not be ready to act just yet. Perhaps positioning the call to action further down, generates more motivation to act.

Median Effects

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Engagement

Ex: Any Action / Visit

(4 tests)

?

Conversions

Ex: Signups, Leads

(3 tests)

?

Sales

Ex: Transactions, Upsells

(2 tests)

?

Revenue

Ex: AOV, LTV

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Pattern #49: Above The Fold Call To Action
Was Tested On Examine.com by Martin Wong

Find Out How It Performed
With 25,025 Visitors
Screen: Product
Devices: Desktop, Mobile

  • Measured by bundle and individual purchases

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

  • Measured by checkout visits

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

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The Same Pattern Was Also Tested Here

Find Out How It Performed
With 823 Visitors
Screen: Listing
Devices: Mobile

  • Measured by successful quote submissions

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

  • Measured by visits to quote page

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

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Find Out How It Performed
With 11,616 Visitors
Screen: Home & Landing
Devices: Desktop, Mobile

  • Measured by adds to cart

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

  • Measured by visits on any 3 links to search results

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

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Find Out How It Performed
With 1,090 Visitors
Screen: Home & Landing
Devices: Desktop, Mobile

  • Measured by form submits

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

  • Measured by focus on form field

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

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Find Out How It Performed
With 5,789 Visitors
Screen: Product

  • Measured by form submits

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

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 Now

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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