Fact: Removing hero section CTA to change focus to Member Benefit content likely increased page click-through rate by 17% (Study #41)
Published: January 23, 2024
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+17% Click-through rate
84.6% Statistical confidence
Zoom
10.6% Click-through rate
(169 of 1,592)
A
12.3% Click-through rate
(189 of 1,535)
B
×
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Hypothesis: Removing the CTA in the hero section and making a smaller, more subtle CTA below the fold will prevent consumers from leaving the page, allowing them to read and understand all the benefits of membership, which will lead to a higher click-through rate to application.
Test Modal
Modal Content
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Rates effective as of: January 9, 2025
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