Moving a webinar page's CTA from right to left won on leads
Commentary byLiftArchiveOur analysis, not theirsA webinar landing page with its call to action on the left converted significantly better than the same page with it on the right, though no figures were shared.
AppVault, a recruitment marketing platform, ran the test, and it was published as a MarketingSherpa case study.
Each version got $300 of LinkedIn ad spend in its own campaign, so this was not a randomized split on one page.
- The left-side version converted significantly better, according to AppVault.
- No conversion rates, lead counts or confidence levels were shared.
- After the test, AppVault put further LinkedIn spend, display ads and email traffic behind the winning page.
The change
Same page, with the call to action moved from the right column to the left
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The webinar landing page had its call to action on the right side.
Variant
An identical copy of the page moved the call to action to the left side. Nothing else changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People reading left to right may see a left-side call to action sooner.
- On a page where only one thing changed, placement alone may have made the offer easier to notice.
- Because the two pages ran in separate ad campaigns, differences in who saw each ad may also explain part of the result.
Caveats: Traffic was split across two separate LinkedIn campaigns of $300 each, not randomly on one page, so audience differences could play a part. No figures were shared.
Who ran it
AppVault ran this test and published the results (MarketingSherpa case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on AppVault →
How to run this test on your site
- Hypothesis
- If we move the sign-up call to action to the left side of our landing page, then more visitors will register because they will see it earlier as they scan the page.
- Primary metric
- Webinar registrations per visitor
- Guardrails
- Lead quality, such as share of target-account sign-ups
- Mobile conversion rate, where left and right often stack
- Cost per lead from paid traffic
- Who should test it
- B2B SaaS and lead-gen teams running paid traffic to two-column landing pages. On mobile-heavy traffic the columns usually stack, so the test matters less. Use a true random split if your tools allow it.
Questions
Should the call to action be on the left or right of a landing page?
In AppVault's test the left side won, but no figures were shared and the split used separate ad campaigns.
Treat it as a test idea rather than a rule.
Can I A/B test landing pages with separate ad campaigns?
You can, and it is cheap, but the two campaigns may reach different people.
A random split on one URL gives a cleaner answer.
How much traffic do I need for a placement test like this?
Small layout changes usually move conversion by small amounts, so you need more traffic to see a reliable difference.
Run it until you have a solid number of conversions per version.
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