Does a sticky call button lift calls from an advertorial page?

Our advertorial landing page had its only call button at the top, out of easy thumb reach. We tested a qualifying banner and 2 sticky call buttons. Over 15 days, the green sticky button lifted calls 23.8%, short of our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Landing page

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

3

The hypothesis

By adding a qualifying banner and moving the call button into a sticky footer within thumb reach, we will make calling easier, resulting in more calls and more call revenue.

The page's only call button sat at the top, so mobile visitors had to scroll back up to place a call. A banner used on related landing pages had shown promise for setting expectations before the call.

We tested the banner alone, and 2 versions of a sticky call button: 1 in the page's solid green and 1 in a higher contrast color.

What we changed

A qualifying banner, or a sticky call button in 2 colors

Var A added a qualifying banner above the main image. Var B added a sticky footer with a solid green call button that stays in reach as visitors scroll. Var C used the same sticky footer in a higher contrast color. Each version used its own tracked phone number, so we could tie every call to a version.

Var A: Qualification Banner wireframe — VAR A: QUALIFICATION BANNER

Qualifying banner above the main image

Var B: Sticky Footer Green wireframe — VAR B: STICKY FOOTER GREEN

Sticky footer with a call button
Solid green button

Var C: Sticky Footer Contrast wireframe — VAR C: STICKY FOOTER CONTRAST

Sticky footer with a call button
Higher contrast button color

The result

The green sticky button lifted calls 23.8%, short of our bar

CONVERSION RATE

+23.8%

LEAD VALUE PER VISITOR

+34.5%

VAR C CALL RATE

+26.1%

Over 15 days, the solid green sticky button (Var B) lifted the call rate 23.8% and call value per visitor 34.5%. The contrast version (Var C) lifted calls 26.1% and call value per visitor 32.1%. The qualifying banner (Var A) lifted calls 8.8% with no change in value per visitor. Traffic to the page stopped after 15 days, so the test ended before either sticky version reached our confidence bar.

What we would do next

Rerun the sticky call button once traffic returns

Both sticky versions moved in the same direction, which points to the button's position more than its color. The banner alone did little. We would rerun the sticky footer against the original with steady traffic to confirm the lift.