Does a centered Get Started Now button lift mobile conversion?

Our mobile homepage form ended with a Get Started button and a link below it. We tested a centered Get Started Now button, with and without the link. Over 8 days, conversion fell 6.4% with the new button.

Not significant Mobile 8 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By changing the button to Get Started Now and centering it, we will add a sense of urgency, resulting in more visitors starting their registration.

Get Started is a common, low-energy call to action. Adding Now asks visitors to act right away. The link below the button also offered a way out of the form, so a second version removed it to keep visitors focused.

What we changed

Button centered and reworded to Get Started Now, with or without a link

Var A centered the button and changed its copy from Get Started to Get Started Now. Var B made the same change and removed the link below the button, to cut a distraction from the form.

VAR A: GET STARTED NOW

Button centered
Copy changed to Get Started Now

VAR B: NO LINK

Button centered
Copy changed to Get Started Now
Link below the button removed

The result

Var A fell 6.4% and Var B rose 2.1%, neither a clear result

CONVERSION RATE

-6.4%

VAR B CONVERSION

+2.1%

We paused the test after 8 days, when both versions had trended below the original for more than 4 days in a row. By the final numbers, the reworded button (Var A) converted 6.4% worse than the original, and the version without the link (Var B) converted 2.1% better. Neither gap reached our confidence bar.

What we would do next

Test removing the link on its own

The new button copy on its own did not help, while removing the link showed a small lift we could not call. A next test would remove the link and keep the original button copy, so the 2 changes can be read apart.