Microsite redesign linking content to the CTA: +330.6% lead rate
Test run byMarketingExperimentsResearch publisher
Commentary byLiftArchiveOur analysis, not theirsA microsite redesign that led visitors straight from the content to the main call to action lifted the lead rate by 330.6% for Migraine Treatment Centers of America.
The MECLABS research team ran the test and published it on MarketingExperiments.
Several changes shipped together, so the lift belongs to the redesign as a whole, not one element.
- Lead rate: +330.6% relative to the control.
- This was a bundled redesign, so the lift cannot be credited to the call to action placement alone.
- Sample size, duration and confidence were not shared.
The change
Content is reorganized around action and the main CTA follows it
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The microsite had useful content and calls to action, but the two were not connected. Reading the content did not lead naturally to the next step.
Variant
The content was reorganized around actions the visitor could take. The main call to action sat right below the content, so readers moved from learning to acting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Placing the main ask right after the content catches visitors when interest is highest.
- Content framed around what to do next gives readers a reason to act, not just read.
- Removing the gap between information and action leaves fewer points where visitors drift away.
Caveats: This was a multi-change redesign tested as one treatment, and the source does not share traffic, duration or confidence. The test dates from around 2015.
Who ran it
MarketingExperiments ran this test and published the results (MarketingExperiments). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on MarketingExperiments →
How to run this test on your site
- Hypothesis
- If we organize our landing page content around the next step and place the main call to action directly after it, then more visitors will become leads because the content's momentum carries into the form.
- Primary metric
- Lead rate (form submissions per visitor)
- Guardrails
- Lead quality or booked consultations
- Time on page
- Bounce rate
- Who should test it
- Lead-gen businesses such as clinics and service providers whose pages explain a lot but put the form somewhere else. If your form already follows the main content, expect a smaller effect.
Questions
Where should the call to action go on a lead-gen page?
Often right after the content that builds the case.
In this test, putting the main ask below the content was part of a redesign that more than quadrupled the lead rate.
Can I credit the whole lift to moving the CTA?
No. The content was reorganized at the same time, so the result reflects the full redesign.