# Microsite redesign linking content to the CTA: +330.6% lead rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Layout, Cta placement, Content
- Date shared: 2015-04
- Test run by: [MarketingExperiments](https://liftarchive.com/practitioners/marketingexperiments/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/ab-testing-content-choices
- Page: https://liftarchive.com/test/migraine-treatment-centers-microsite-cta-continuity/

A 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.

## Result

**+330.6% lead rate**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Lead quality or booked consultations
- Guardrail: Time on page
- Guardrail: 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.

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Credit: MarketingExperiments ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/migraine-treatment-centers-microsite-cta-continuity/).
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.