Does moving the offer widget to the top of articles lift clicks?

On our article pages, the insurance offer widget sat lower in the article. We tested moving it to the top, just below the byline. Over 12 days, clicks on the widget rose 34.3%.

Won Responsive 12 days Called at 90%

SURFACE

Article page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By moving the offer widget to the top of the article, we will make its purpose clearer to readers, resulting in more clicks.

The widget sends readers to our insurance pages. We expected that placing it right below the byline would make it clearer what the widget offered and put it in front of more readers.

What we changed

The offer widget moved up to sit just below the article byline

Var A moved the insurance offer widget from its original spot in the article to just below the byline, at the top of the page. The rest of the article did not change.

VAR A: MOVE UP

Offer widget moved below the byline

The result

Clicks on the offer widget rose 34.3% with it below the byline

CONVERSION RATE

+34.3%

Over 12 days, the moved widget drew 34.3% more clicks than the original, on mobile and desktop combined. The lift was large enough to clear our confidence bar within 12 days, so we called it and implemented the change. This test tracked clicks only.

What we took from it

Readers clicked more when the offer met them at the top

Placing the widget right below the byline showed readers what it offered before they started reading, which made its purpose clearer. Further down the page, it was easier to miss.