Above-the-fold contact CTA button added: +133.38% CTA clicks
Commentary byLiftArchiveOur analysis, not theirsAdding a contact button above the fold, worded for the target audience, lifted clicks through to the contact form by 133.38%.
Digital NRG ran this test for Enhance Insurance, a UK medical aesthetics insurance provider, and it was published as a VWO case study.
The metric was clicks to the form, not completed enquiries.
- Clicks on the main CTA to the contact form: +133.38%, with an expected conversion rate of 18.69%.
- Before the change, 83.3% of users scrolled the page trying to find a suitable CTA, which shows the gap the button filled.
- Completed form submissions were not shared, so the effect on actual leads is unknown.
The change
A tailored contact button was added above the fold.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The landing page had no CTA button above the fold. Heatmaps showed many dead clicks there, and most visitors scrolled looking for a way to get in touch.
Variant
A CTA button linking to the contact form was added above the fold, with wording tailored to the page's audience.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors were already trying to act, shown by dead clicks and scrolling. A clear button gave that intent somewhere to go.
- Wording matched to the audience may have made the next step feel relevant to them.
- Putting the action above the fold means visitors see it without scrolling.
Caveats: The metric was clicks to the contact form, not completed forms. Sample size and test length were not shared, and the exact button wording was not published.
Who ran it
Digital NRG ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Digital NRG →
How to run this test on your site
- Hypothesis
- If we add a clear contact button above the fold, worded for our audience, then more visitors will reach our contact form because they no longer have to hunt for a next step.
- Primary metric
- Completed contact form submissions per visitor
- Guardrails
- Clicks to the contact form
- Lead quality or quote-to-policy rate
- Engagement with other page content
- Who should test it
- Lead-gen businesses such as insurers, financial services or B2B services whose landing pages have no clear action near the top. It is unlikely to help if a strong CTA is already above the fold.
Questions
Does a CTA above the fold increase conversions?
It often helps when visitors are ready to act but can't find the next step.
Here it more than doubled clicks to the contact form.
What are dead clicks and why do they matter?
Dead clicks are clicks on things that aren't links or buttons.
Lots of them suggest visitors expect something to be clickable, which can point to a missing CTA.
Should I track CTA clicks or form completions?
Track both, but judge the test on completed forms.
A button can raise clicks to a form without raising finished enquiries.