# Above-the-fold contact CTA button added: +133.38% CTA clicks

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta placement, Cta copy
- Test run by: [Digital NRG](https://liftarchive.com/practitioners/digital-nrg/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/digital-nrg/
- Page: https://liftarchive.com/test/enhance-insurance-above-fold-contact-cta/

Adding 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.

## Result

**+133.38% CTA clicks**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Clicks to the contact form
- Guardrail: Lead quality or quote-to-policy rate
- Guardrail: 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.

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Credit: Digital NRG ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/enhance-insurance-above-fold-contact-cta/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.