# Adding a Second CTA at the End of the Page A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/adding-a-second-cta-at-the-end-of-the-page-ab-test

## Hypothesis

If visitors who reach the end of a long page find the same CTA there, they can act without scrolling back up. Provided the lower button does not just take clicks from the upper one, the primary action completion rate could rise in the variant arm.

## When to run this test

Move this test up when homepage visitors scroll all the way down and leave without acting, such as high exits among sessions that reach the end of the page, or session recordings of visitors scrolling back up from the bottom to find the button. When the idea works, some of the visitors who reach the end move on from the lower button, and total target-action completions rise in the variant arm. If few visitors reach the end, the issue may be length or content, so look there first, and build the lower CTA as a single button in the page flow, not a fixed bar visitors cannot dismiss.

## Primary metric

**Primary action completion rate**: Compare the share of assigned visitors who complete the target action, not total button clicks.

## Other metrics

- **Share of clicks on the lower CTA**: Review button use by click distribution; lower-button clicks alone do not prove incremental value.
- **Page-end reach rate**: Make sure fewer visitors reach the end of the page.
- **Page exit rate**: Track whether the repeated CTA increases exits.
- **Post-click completion rate**: Make sure visitors who click the lower CTA complete the next step.

## What to check before and during the test

- **Repeat CTA**: Add one copy of the primary CTA at the end of the page.
- **Keep constant**: Keep button wording, style, destination and page sections unchanged.
- **Incrementality**: Compare total target-action completions across arms rather than counting every lower-button click as a gain.
- **Device**: Review mobile and desktop results.
- **Separate tests**: Test alternate wording, intermediate placements or more repetitions separately.

## What to watch when reading the result

- Clicks on the lower button are not an added gain by themselves; if clicks on the upper CTA fall at the same time, visitors may simply have switched buttons. Count primary action completions across everyone assigned to each arm, not clicks on either button; also weigh any rise in page exits or drop in post-click completion.
- Do not compare people who click the lower button with those who click the upper one as if they were equivalent groups; they chose their own path. This page length and a single added copy define what the finding covers. Review mobile and desktop separately; intermediate placements or different wording need their own tests.
- Because the added button can only affect visitors who reach the end of the page, the overall difference may stay small. Check whether the gap between arms stands out from random variation with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test), and do not report an added contribution if it does not.

## Frequently Asked Questions

### Are clicks on the bottom CTA incremental gains?

Not necessarily. They may replace clicks on the upper CTA. Use completed main actions across all assigned visitors, not the sum of button clicks.

### How can unwanted pressure from repeated CTAs be detected?

Monitor exits and access to the page ending. Keep the treatment to one additional CTA rather than adding a button to every screen or creating an unavoidable fixed bar.

### Why inspect visitors who click near the end of the page?

Their downstream path can explain usage, but they are self-selected. Do not compare them as an equivalent randomized population. Estimate incremental value across the assigned arms.