# 'Start Now' CTA, new colors and trust badges: +32% to payment page

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Cta copy, Trust badges & security seals, Color contrast
- Test run by: [Conversion UP](https://liftarchive.com/practitioners/conversion-up/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/white-card-courses/
- Page: https://liftarchive.com/test/white-card-courses-homepage-cta-trust-badges/

Three bundled homepage changes lifted visits to the payment page by 32% (21.79% to 28.76%) for White Card Courses, an Australian construction induction training provider. Conversion UP ran this test for White Card Courses, and it was published as a VWO case study. The CTA text, the color scheme and the badge placement all changed at once, so the lift can't be credited to any single change.

## Result

**+32% to payment page**

- Visits to the payment page from the homepage: 21.79% vs 28.76%, a 32% lift at 99.9% confidence.
- Clicks on the payment page CTA: 10.13% vs 12.25%, a 20.9% lift at 99.9% confidence.
- These are funnel steps, not completed purchases. The case study does not report final sales.

## Control

The homepage CTA read 'Click to Purchase', and the header, hero and button shared one color theme. The money-back guarantee and same-day certificate badges sat below the fold.

## Variant

The CTA read 'Start Now', the CTA and subheading got their own background colors, and trust and guarantee badges moved to just below the hero image.

## Why it likely won (our reading)

- The guarantee and fast certificate dispatch were key selling points, but few visitors scrolled far enough to see them.
- With one color theme across the header, hero and button, the CTA did not stand out. Separate colors made the next step easier to spot.
- 'Start Now' describes beginning a course, which may feel lighter than being asked to purchase straight away.

## Caveats

Three changes shipped together, so the result reflects the bundle. The test ran for 3 weeks on 6,585 visitors and measured steps toward payment, not completed sales.

## How to run this test

- Hypothesis: If we move our guarantee and trust badges near the top of the page and make the CTA stand out, then more visitors will move to payment because our key reasons to buy are seen sooner.
- Primary metric: Visits to the payment or checkout page
- Guardrail: Completed purchases
- Guardrail: Refund or chargeback rate
- Guardrail: Bounce rate on the payment page
- Who should test it: Lead-gen and course sellers whose strongest selling points are buried below the fold. If you want to know which change mattered, test them one at a time instead of as a bundle.

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Credit: Conversion UP ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/white-card-courses-homepage-cta-trust-badges/).
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.