Aug '24 • 🧰 Tools & Tips 🧰
How a “sticky” 📌 call to action increased sales by 25% ✅️
🔰 The problem:
- Visitors who read deep into the page struggled to know how to progress their purchase—even as the counter objections addressed their concerns. → The sales form was “hidden” way off-screen.
- Some visitors felt the “Add to Cart” call to action was too much of a commitment.
🔰 The Solution:
The client’s page was long—containing lots of strong persuasive content🔥—but once someone scrolled down from the top ⏬️, the call to action was “lost” off-screen. The attached wireframe screenshot illustrates the issue.
After 🗨 discussions with the client, we created four variations:
- In each variation, we added a “sticky” 📌 button to the bottom of the mobile screen: The button appeared once the user had scrolled past the existing sales form. Tapping the button scrolled the user back to the form. (This was a “smooth” scroll so they could see and understand what was happening.)
2. For three of the variations, we experimented with different calls to action: Adding the sticky button allowed us to test multiple messages. For Variation 1, we duplicated the existing call to action (“Add to Cart”) to isolate the button’s effect.
We then created three further variations to test different levels of perceived commitment.
Here’s the full list:
a. Add to Cart (the “button-only” version)
b. Choose Size & Color (low commitment call to action)
c. Start Your Risk-Free Trial (low commitment call to action)
d. Order Now (high commitment call to action)
⮑ The four variations (screenshots attached below). The green button “sticks” to the bottom of the window as the user scrolls down the page.
✅️ Result: Sales increased by 25%
Every variation beat the no-button control by at least 8%.
“Start Your Risk-Free Trial” won the test, delivering a 25% increase in sales and a 22% increase in Revenue Per Visitor (RPV).
Here’s what we learned:
⮑ The sticky button consistently increased conversion on the long webpage, even when we used the same call to action as the control. The minimum conversion lift from adding the button was 8%.
⮑ “Choose Size & Color”—the lowest commitment call to action—received more clicks than any other variation but led to fewer sales.
⮑ “Start Your Risk-Free Trial”—the winning variation—increased sales by 25%, which backed up our research that visitors weren’t confident buying online without trying it first.
🤔 Share your suggestions below & ask your questions here.
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How a “sticky” 📌 call to action increased sales by 25% ✅️
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