Text Quest: Finding the Sweet Spot

Will shifting text from a hero area to below it will make the main CTA irresistible to users, boosting clicks? It was assumed by stakeholders that web pages with over 66 characters above the fold distracted the user from seeing/viewing CTAs. The goal of this test was to determine if more or less copy above the fold results in more clicks.

The Opportunity

To determine if more or less copy above the fold results in more clicks.

Value it produced

This test delves into the organization’s overall messaging strategy. The assumption was that by moving the copy further down the page, the CTA becomes more visible, resulting in more clicks. Experimenting with copy and messaging is high-value since it can be applied across the organization’s website. The test will monitor user interactions, including clicks and views of other links on the page.

Your role

Co-Lead Researcher

Constraints

I aimed to test on a high-traffic page to reach statistical significance quickly. Stakeholders were concerned about users having different experiences on such a critical page. Therefore, we designed the test so that the "winning" variation would quickly take over if it showed more clicks, minimizing the duration where 50% of users saw a different version than the other 50%.

How did research inform the design

Our assumption was proven wrong. The original version (more copy at the top) slightly outperformed the variation (less copy at the top). However, the difference in conversion rate was minimal. This test was valuable to our UX team as it was one of our first A/B tests in a new platform, allowing us to refine our processes for documenting, testing, and communicating results to stakeholders. It also helped disprove assumptions and shift our testing focus to other areas of need.