Does adding a learn more link to hero buttons lift engagement?
Our homepage hero had a Get Started button and a Learn More button. We tested 2 audience buttons, 1 for freight customers and 1 for carriers, with Learn More kept. The hero measured +35.8% over 14 days, short of our confidence bar.
Won Responsive 14 days Called at 90%
The hypothesis
By keeping a button for each audience in the hero and bringing back the Learn More link, we will give visitors who are not ready to sign up a clear next step, resulting in more hero engagement and fewer bounces.
The previous round replaced the hero's buttons with 1 button for freight customers and 1 for carriers, and removed Learn More. The new buttons drew a lot of interaction, but Learn More had drawn a large share of clicks in the control.
This round kept both audience buttons and brought Learn More back, so visitors still researching the company had a path too.
What we changed
We kept 2 audience buttons in the hero and added a Learn More link.
The control hero had a single Get Started button and a Learn More button. The variation had 2 buttons side by side, 1 for businesses that need to move freight and 1 for drivers and carriers, plus a Learn More link. Each audience button led to its own sign-up form.
- Button for freight customers
- Button for drivers and carriers
- Learn More link kept
The result
The hero measured +35.8% over 14 days, short of our confidence bar.
Overall click-through on the hero rose and bounces fell, so visitors engaged more with the top of the page. The mix of clicks shifted, though: the variation drew fewer clicks on the freight customer button and on Learn More, and more on the carrier button. The lift did not reach our confidence bar, and we paused the test to work on clearer button wording.
What we would do next
Make it clearer where each hero button leads.
Bringing Learn More back kept engagement high, but freight customers clicked their button less than the old Get Started button. Visitors may not have been sure which button was meant for them. The next round rewrote each button to start with a specific action, and that version was implemented.