The 2 Minute Read
Breathe’s Holiday Calculator is the 3rd most visited page and is key to introducing new users to the brand and their product offering.
Our objective was to increase free trials of the HR software product through optimising the Call to Action (CTA) to deliver minimal friction for online user journeys.
Our primary goal was to increase free trial sign ups from this page.
The secondary goals were to increase:
- The number CTA banner clicks
- The number of mobile navigation CTA clicks
Through our CRO process and opportunity analysis we identified the following hypothesis:
Through making the on page CTA sticky and increasing the navigation CTA’s prominence on mobile, we will see an increase in on page CTA clicks and clicks on the free trial CTA in the navigation.
We ran an A/B split test where 50% of users saw the control and 50% saw the variation using Google Optimize. The test targeted visitors from all channels and all devices and ran from 10th – 30th September 2020.
Across all devices the on page CTA was removed and replaced with a sticky CTA which was fixed at the bottom of the user’s viewport. This sticky CTA appeared after 2 seconds to further emphasise it on the page.
There was no change in the messaging used in the CTA which suggests that visibility of the CTA alone was limiting the number of clicks on the CTA and thus free trials from this page.
Against our primary goal, we increased the number of trial sign ups by 46%.
Looking at the secorday goals, we achieved the following:
- Increase the number of CTA banner clicks by +213%
- increased the number of Mobile navigation clicks by +850%
From opportunity analysis through to design, I always feel confident in the hypothesis for each test and that it will have a good chance of success. I'm looking forward to working with the team on future CRO projects.