Ali Demirbaş - Lab
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Home & Landing

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

Visitors who reach the end of a long page may be ready to act.

  • Home & landing
  • Primary action completion rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Home & landing
Difference
added

Hypothesis

Repeating the same CTA removes the need to scroll back, but could simply redistribute clicks or feel pushy. Keep its wording and destination identical.

How to run this test

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 CTAReview button use by click distribution; lower-button clicks alone do not prove incremental value.
  • Page-end reach rateMake sure fewer visitors reach the end of the page.
  • Page exit rateTrack whether the repeated CTA increases exits.
  • Post-click completion rateMake sure visitors who click the lower CTA complete the next step.

What to check before and during the test

  • Repeat CTAAdd one copy of the primary CTA at the end of the page.
  • Keep constantKeep button wording, style, destination and page sections unchanged.
  • IncrementalityCompare total target-action completions across arms rather than counting every lower-button click as a gain.
  • DeviceReview mobile and desktop results.
  • Separate testsTest alternate wording, intermediate placements or more repetitions separately.

Setup mistakes to avoid

  1. 1Do not send the two CTAs to different destinations.
  2. 2Do not change the number of CTAs and their wording together.
  3. 3Do not repeat the CTA in every section; keep the test to one added instance.
  4. 4Do not ignore a drop in clicks on the original CTA if total clicks rise.
  5. 5Do not turn the end-of-page CTA into a fixed bar that visitors cannot dismiss.