Do jump links to top offers lift article conversion?
Our offer list articles made readers scroll a long way to see the top offers. We tested jump links at the top of the article for the top 5 offers. Conversion rose 3.6% over 21 days, short of our confidence bar, and estimated revenue fell.
Not significant Responsive 21 days Not called
The hypothesis
By adding jump links to the top 5 offers at the top of the article, we will get more offers above the fold, resulting in more readers converting on an offer.
These articles list many offers, and only the first few showed above the fold. Readers had to scroll a long way to compare them.
Jump links let all of the top 5 offers appear at the top of the page in a compact form, so readers could see their options right away.
What we changed
We added jump links to the top 5 offers at the top of the article.
Var A added a short list of jump links above the fold, 1 for each of the top 5 offers. Each link scrolled the reader down to that offer on the page. We ran the test on 2 articles.
- Added jump links to the top 5 offers
- Placed the links above the fold
- Each link scrolled down to its offer
The result
Conversion rose 3.6% in 21 days, short of our confidence bar.
More than 20% of readers clicked a jump link. Those clicks did not raise intent to click an offer, but conversion still rose 3.6% over 21 days. It did not reach our confidence bar.
Revenue moved the other way: estimated revenue fell over the test, so we paused it rather than implement it.
What we would do next
Point the jump links straight to each offer, not down the page.
Readers clearly used the links, so the feature had pull. The weak spot was the extra step: a click moved readers down the page instead of to the offer. The next round sends each top link directly to its offer, to turn that click rate into conversions.