Does a sticky button on scroll lift mobile lead conversion?

On mobile, visitors who scrolled down our lead form page had to scroll back up to reach the form. We tested a sticky button that appeared on scroll and took them to the form. Over 22 days, leads fell 12.2%.

Lost Mobile 22 days Called at 90%

SURFACE

Lead form

DEVICE

Mobile

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding a sticky button that appears on scroll and takes visitors back to the form, we will give visitors who want more information quick access to it, resulting in more leads.

Visitors who want more information scroll past the form to read the content below it. Once they are ready, the form is far above them. A sticky button gives them a 1-tap way back.

What we changed

A mobile sticky button that appears on scroll and jumps to the form

Var A added a sticky call to action on mobile. It appeared only after the visitor scrolled and took them back to the form at the top of the page. Desktop did not change.

VAR A: STICKY CTA

Sticky button appears on scroll
Takes visitors to the form at the top
Mobile only

The result

Leads fell 12.2% with the mobile sticky button

CONVERSION RATE

-12.2%

LEAD VALUE PER VISITOR

-13.8%

Over 22 days, the sticky button version converted 12.2% worse than the original, and lead value per visitor fell 13.8%. The loss cleared our confidence bar, so we paused the test. Data from the first days was reset after a tracking issue, so the 22 days are all clean data.

What we took from it

Users preferred reading on without a sticky button

Visitors who scrolled down were reading the content, and the button may have pulled them back to the form before they were ready. Without it, they reached the form in their own time, and more of them finished.