# Extra download button after the benefits list: about +20% conversion

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Cta placement
- Date shared: 2009-02
- Test run by: [Patrick McKenzie](https://liftarchive.com/practitioners/patrick-mckenzie/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.kalzumeus.com/2009/02/04/crazyegg-makes-me-serious-money-again/
- Page: https://liftarchive.com/test/patio11-bcc-extra-download-button-after-benefits/

Adding a second download button right after the benefits list took 10.4% of all clicks on the home page and lifted conversion by an estimated 20%. Patrick McKenzie made this change for Bingo Card Creator and measured it with a CrazyEgg click map, as written up on the Kalzumeus (patio11) blog. This was a before/after reading from a heatmap, not a split test.

## Result

**about +20% conversion**

- The new button got 86 clicks, 10.4% of all clicks on the page, from about 4,200 visitors over four days.
- Estimated home page conversion lift: about 20%. This is the author's estimate after allowing for clicks taken from other download links.
- Because the page was also the AdWords landing page, the author expected a lower cost per trial too, but no figure was shared.

## Control

The home page, which was also the AdWords landing page, had one download button near the top. Below it sat a benefits list, then a very large sample bingo card image that pushed the next action far down.

## Variant

A second download button was placed straight after the benefits list, before the large sample image.

## Why it likely won (our reading)

- Visitors who read the benefits list had nowhere to click without scrolling past a huge image or back up the page.
- A button right after the persuasive copy catches people at the moment they are most ready to act.
- The added button cost nothing and removed effort, rather than asking visitors to change their minds.

## Caveats

Measured from a click heatmap over four days, not a split test, and the 20% lift is the author's estimate. From 2009, when Bingo Card Creator was downloadable desktop software, not SaaS.

## How to run this test

- Hypothesis: If we add a sign-up button directly after our benefits section, then more visitors will start a trial because they can act right after reading the case for the product.
- Primary metric: Trial sign-ups per landing page visitor
- Guardrail: Trial-to-paid rate
- Guardrail: Clicks on other sign-up links
- Guardrail: Bounce rate
- Who should test it: SaaS and lead-gen sites with long landing pages where the only call to action sits at the top or far below the main copy. It will matter less on short pages where a button is always in view.

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Credit: Patrick McKenzie ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/patio11-bcc-extra-download-button-after-benefits/).
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.