# Trial CTA moved above the fold, nav button cut: +12.37% completions

- Outcome: Won
- Page type: Free trial (SaaS)
- Elements: Cta placement, Navigation
- Date shared: 2020
- Test run by: [Micro Focus](https://liftarchive.com/practitioners/micro-focus/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/microfocus/
- Page: https://liftarchive.com/test/micro-focus-free-trial-cta-above-fold/

Moving the 'Start Free Trial!' button above the fold and removing a 'Contact Us' button lifted the trial form completion rate by 12.37% on desktop. Micro Focus ran this A/B test, and it was published as a VWO case study. Two changes shipped together, so the lift can't be credited to either one alone.

## Result

**+12.37% completions**

- Form completion rate: +12.37% for the variant over the control.
- Desktop traffic only, with all visitors in the test and a 50/50 split.
- The variant won and was rolled out on the site.

## Control

After an earlier test made the form longer, the 'Start Free Trial!' button sat below the fold. A 'Contact Us' button sat in the top right of the page.

## Variant

The 'Contact Us' button was removed. The trial button was moved into the form block and extra spacing was cut, so the button showed above the fold.

## Why it likely won (our reading)

- Visitors could see the submit button without scrolling, so the end of the form felt closer.
- Removing 'Contact Us' took away an exit from a high-value page.
- Tighter spacing made the form look shorter and quicker to finish.

## Caveats

Two changes were bundled (moved CTA and removed nav button), so the effect of each is unknown. Desktop only, ran for 15 days, and no sample size or confidence level was shared.

## How to run this test

- Hypothesis: If we put the trial button above the fold and remove competing links from the trial page, then more visitors will complete the form because the next step is visible and there are fewer ways out.
- Primary metric: Trial form completion rate
- Guardrail: Sales enquiries or contact requests from other channels
- Guardrail: Trial-to-paid conversion
- Guardrail: Mobile completion rate if the change is rolled out beyond desktop
- Who should test it: SaaS companies whose trial or demo form pushes the button below the fold, or whose trial page carries extra header links. Be careful if many of your best leads come through the contact route you would be removing.

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Credit: Micro Focus ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/micro-focus-free-trial-cta-above-fold/).
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.