Ali Demirbaş - Lab
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Home & Landing

Moving the Main CTA Above the Fold A/B Test

A CTA on the first screen gives ready visitors a direct path forward.

  • Home & landing
  • Primary action completion rate

Control vs Variant

Where it sits is the variable; the element itself does not change.

Changed
Placement
Page
Home & landing
Difference
moved

Hypothesis

Others may click before understanding the offer and leave at the next step; the early CTA also takes space from the explanation. Judge completed actions, not early clicks.

How to run this test

Primary metric

Primary action completion rate

Define the completion event before launch and compare assigned visitors; a CTA click or next-page visit alone is not completion.

Other metrics

  • CTA click-through rateCheck whether button clicks increase.
  • Post-click drop-off rateMake sure visitors who click earlier are not lost at the next step.
  • Page exit rateTrack whether immediate exits increase.
  • Visibility of supporting contentCheck that visitors can still access necessary supporting information.

What to check before and during the test

  • ChangeMove the primary CTA from below the description to the first screen.
  • Keep constantKeep CTA wording, style, destination and surrounding content unchanged.
  • BehaviorRead CTA clicks alongside completion of the next step.
  • PlacementDo not shorten the heading or value proposition while moving the CTA.
  • DeviceDefine visibility against each device's actual viewport and review results separately.

Setup mistakes to avoid

  1. 1Do not change CTA position and button wording together.
  2. 2Do not shorten the heading while moving the CTA; otherwise the effects cannot be separated.
  3. 3Do not call a win from more clicks without measuring the next step.
  4. 4Do not define the first screen for one device size and generalize to all devices.
  5. 5Do not push required information such as price or coverage below the CTA.