How a direct call to action influences clicks on a sticky-bar
NextAfter
Experiment Summary
Ended On: 06/11/2018
In this experiment, we were launching a t-shirt design contest for the 2018 NIO Summit. We placed a sticky bar on the homepage of www.niosummit.com to let visitors know about the contest. We tested two different calls to actions: Enter Your Design vs Learn More
Research Question
Will a softer call-to-action drive more traffic to the landing page?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Enter Your Design | 2.3% | ||
| T1: | Learn More | 3.5% | 53.4% | 80.1% |
This experiment has a required sample size of 1,449 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The “Learn More” call-to-action drove 53.4% more traffic to the landing page, although the experiment did not reach the 95% level of confidence we would have liked. Nevertheless, this is a strong indicator that a softer call-to-action for general traffic on the homepage is more effective at increasing clicks.