How clarity in the call-to-action increases conversion rate - NextAfter
National Breast Cancer Foundation

How clarity in the call-to-action increases conversion rate

Experiment ID: #6670

National Breast Cancer Foundation

The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.

Experiment Summary

Timeframe: 05/16/2017 - 05/24/2017

National Breast Cancer Foundation was trying to increase conversions on the landing page of their 3 Steps to Early Detection guide. They ran a test to see if adding a specific call-to-action sentence (“Where can we send your guide?”) above the form would increase conversions more than a form without specific direction to the downloader in the body copy. The rest of the elements on the page remained constant.

Research Question

Does adding specific direction to the downloader in the call-to-action above a form increase conversion rate?


C: Control
T1: Added CTA


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.00%
T1: Added CTA 0.52% 100.0% 99.2%

This experiment has a required sample size of 738 in order to be valid. Since the experiment had a total sample size of 2,679, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 100.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The addition of a line of copy specifying the purpose of the form (“Where can we send your guide?”) increased conversions by .5%. While this doesn’t seem like a significant increase, the control had no conversions- which tells us that unless we tell people what we want them to do and relay the purpose of the form, they won’t download the offer at all. The more clarity we can bring to the copy surrounding a form, the higher the conversion rate will be.

Experiment Documented by Allison Jones
Allison Jones is Senior Optimization Associate at NextAfter.

Question about experiment #6670

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.