Call to Action vs the Website’s Page Fold

Result

15% more qualified leads sent to sales from an A/B test of the webpage’s layout.

Assignment

In a website redesign, the web strategy followed a methodology that guided website visitors to scroll all the way down on a webpage to get to the desired call-to-action, the form fill. The webpage was rich in content, dozens of free videos and brochures which encouraged information consumption and eventually guided visitors toward a conversion, the form fill.

Hypothesis

SCL Digital Marketing LLC was assigned to evaluate the performance of the webpage to optimize that it maximized conversion. Was the content encouraging more quality visitors toward converting a sale inquiry or was scrolling through content distracting or swaying quality leads from converting?

A/B tests were conducted over a series of weeks using a variety of available marketing measurement tools. Evaluate how webpage visitors were browsing the webpage, consuming content, and determine the optimal webpage structure which achieves the highest percentage of quality leads.

Conclusion

Tests determined more ‘free’ content was consumed when the webpage was structured for scrolling. However, fewer contacts were not converting the call to action, the form-fill. By raising the call to action above the page fold, as many as 15% more page visitors filled the call-to-action and were sent to sales. Working with the sales team, all leads were found to be qualified, so the form-fill was elevated above the page fold to ensure more leads are sent to sales. This finding and action resulted in more leads sent to sales and increased revenue opportunities.