Pattern #41: Sticky Call To Action

Pattern #41  Tested 12 timesFirst tested by Phillip Barnes Recently tested by Melina Hess on Nov 30, 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
Sticky Call To Action (Variant A) Sticky Call To Action (Variant B)

Expected Median Effects Of B

?

Progression

(8 tests)

?

Leads

(1 tests)

?

Signups

(2 tests)

?

Engagement

(2 tests)

?

Sales

(7 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(12 tests)

Tests

Pattern #41: Sticky Call To Action
Was Tested On Thomasnet.com by Kyle Phillips

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Isolated

Test #326 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Kyle Phillips    Nov 25, 2020 Test link

Find Out How It Did With 7,999 Visitors

  • Measured by clicks on "Next Story" button

In this simple experiment on an article page, the variation slid out a sticky call to action linking to the next article. The sliding interaction triggered after some scrolling threshold (around 1000px or so). Afterwards, the sticky call to action maintained its floating position. The experiment measured clicks on this "next article" button.

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The Same Pattern Was Also Tested Here

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Test #444 Nov 30, 2022 Test link

Find Out How It Did With 1,483,721 Visitors

  • Measured by completed transactions

In this experiment, a floating add-to-cart with two product choices (color and size) were added on a product page. This appeared only after scrolling past the existing / embedded product selection buy box.

The floating add-to-cart widget had another layer of complexity in that it allowed customers to make a size and color selection with an expandable fly out. Making a selection would also append the total price to the add-to-cart button label.

Impact on total transactions was measured.

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Test #441 Nov 23, 2022 Test link

Find Out How It Did With 67,618 Visitors

  • Measured by completed transactions

In this experiment, a floating sticky bar was added on product pages. The sticky elements only appeared after users scrolled beyond the fixed buy box  area that is relatively high on the page (visible on the control screenshot). The sticky bar contained three elements: a button to configure up to three product choices, a flavor selection pulldown, and the add-to-cart button. 

In the variation, when users clicked on the flavor pulldown three things happened. First, they were anchored back to the top of the buy box. Second, the floating sticky disappeared. And third, the flavors pulldown automatically expanded (overlapping the original primary add-to-cart button).

The control did not have any of the sticky behaviors.

Impact to total sales was measured.

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Replaced

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Test #425 Tested on An Anonymous Site    Aug 03, 2022 Test link

Find Out How It Did With 8,174 Visitors

  • Measured by adds to cart

  • Measured by completed sales

In this experiment, the complete buy box on a product detail page, floated along as users scrolled through the long screen. The variation made sure the product choice and order now button was always visible. Impact on adds-to-cart and sales was measured.

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Test #297 on Trydesignlab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daniel Shapiro    May 04, 2020 Test link

Find Out How It Did With 19,954 Visitors

  • Measured by visits to enrollment page

  • Measured by completing a transaction

In this experiment, a sticky "Enroll" button was shown on a course landing page. The button lead to a payment funnel to allow enrolling/paying for a course. The exeperiment measured inital progression into this funnel as well as the deeper completed sales metric.

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Test #264 on Kenhub.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Niels Hapke    Oct 05, 2019 Test link

Find Out How It Did With 50,572 Visitors

  • Measured by visits to pricing page

  • Measured by successful premium subscriptions

In this experiment users saw a sticky bar advertising the benefits of a Premium account across the bottom of the website, wherever they navigate. The sticky call to action appeared with a 4 second delay and was floating.

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Replaced

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Test #247 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Jun 13, 2019 Test link

Find Out How It Did With 76,900 Visitors

  • Measured by visits to signup landing page

  • Measured by visits to signup landing page

In this experiment, the same message (with a link) for signing up to a newsletter was shown in two distinct ways. The control (A) showed the signup message as inline one that preceded the content of the article at the very top. The variant showed the same signup message as a scroll-delayed sticky interaction at the bottom of the screen. The background color of the B variant was also inverted to match the style of the footer.

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Replaced

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Test #225 Tested on An Anonymous Site    Feb 17, 2019 Test link

Find Out How It Did With 53,908 Visitors

  • Measured by adds to cart

  • Measured by total orders completed

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Test #217 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Jan 03, 2019 Test link

Find Out How It Did With 158,023 Visitors

  • Measured by visits to registration form

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Test #134 on Kenhub.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Niels Hapke    Dec 14, 2017 Test link

Find Out How It Did With 29,743 Visitors

  • Measured by visits to pricing page

  • Measured by premium sales

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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Test #132 on Sjvc.edu by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Phillip Barnes    Dec 12, 2017 Test link

Find Out How It Did With 1,437 Visitors

  • Measured by clicks on CTA to form

  • Measured by lead form submissions

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

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Isolated

Test #64 on Goodui.org by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Jan 01, 2017 Test link

Find Out How It Did With 35,058 Visitors

  • Measured by visits to any of the 5 nav links

  • Measured by successful newsletter signups

In this experiment, we showed a sticky navigation bar with 5 actions such as (newsletter signup, and visiting certain landing pages). Upon completion of each task, the navigation would transform into a completed state while using cookies to store it for future reference.

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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.