Pattern #49: Above The Fold Call To Action

Pattern Author: Daniel Shapiro - Co-Founder @ Designlab

Based on 6 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-3
-2
-1
0
+1
+2
+3
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+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

(5 tests)

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Conversions

Ex: Signups, Leads

(3 tests)

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Sales

Ex: Transactions, Upsells

(3 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 #49: Above The Fold Call To Action
Was Tested On Retrome.pl by Grzegorz Jancewicz

Find Out How It Performed With 823 Visitors

Screen: Listing
Devices: Mobile
  • Measured by visits to quote page   |   p-val (?)

  • Measured by successful quote submissions   |   p-val (?)

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The Same Pattern Was Also Tested Here

Find Out How It Performed

Screen: Product
  • Measured by users adding any product to cart   |   p-val (?)

  • Measured by total orders   |   p-val (?)

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.

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Find Out How It Performed With 11,616 Visitors

Screen: Home & Landing
Devices: Desktop, Mobile
  • Measured by visits on any 3 links to search results   |   p-val (?)

  • Measured by adds to cart   |   p-val (?)

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Find Out How It Performed With 25,025 Visitors

Screen: Product
Devices: Desktop, Mobile
  • Measured by checkout visits   |   p-val (?)

  • Measured by bundle and individual purchases   |   p-val (?)

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Find Out How It Performed With 1,090 Visitors

Screen: Home & Landing
Devices: Desktop, Mobile
  • Measured by focus on form field   |   p-val (?)

  • Measured by form submits   |   p-val (?)

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Find Out How It Performed With 5,789 Visitors

Screen: Product
  •  

  • Measured by form submits   |   p-val (?)

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.

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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.