Call-to-Action Placement is Critical
Posted by ivy on Nov. 17, 2010, 5 p.m.
I spent the morning sitting in the dentist's office flipping through Real Simple magazine. Once of the articles I read was about how to save money eating out by navigating a restaurant meu. According to the Culinary Institute of America, restaurants often place their most expensive entrees at the top right hand side of their menus. They do this because the research they have done shows that the eye goes there.
These findings are backed up over and over again by A/B testing of landing pages. A/B Testing means that we send 50% of traffic to one version of a page, and 50% to another version of the page to see which page converts at a higher rate. We can test many different variables, but we often test the placement of calls-to-action. It just so happens, that like menus, lead generation forms and calls-to-action at the top right hand area of a site convert at a higher rate.
We are avid readers of Which Test Won, a blog that posts actual results of A/B tests. Many of the tests reveal that moving a call-to-action from the left hand side of the page to the right, has a dramatic impact on conversion rate-- up to 72%. Is this because as users we start to expect calls-to-actions to be there because we are trained by best practices? Or, do our eyes naturally land there expecting to take the next step? It doesn't matter to us, as long as we're bringing our clients more leads, conversions, or sales.