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ConversionMarketing4 min read
The CTA you stopped testing
Every team obsesses over the homepage hero CTA. Almost nobody tests the CTA at the bottom of the case study — which converts at 4x the rate.
Hero CTAs get the design attention. They also get less than half the conversions of mid-page and bottom-page CTAs, because people who reach the bottom of a case study or pricing comparison have already self-qualified.
Where to focus instead
- End-of-case-study CTAs ("Want this for your team?").
- End-of-pricing-comparison CTAs ("Talk to us about [specific tier]").
- End-of-blog CTAs (especially on bottom-of-funnel posts).
- Documentation pages relevant to enterprise features.
Test the language, not the color
Button color tests are a distraction. The thing that actually moves the needle is what the button promises — and how specifically it matches the page above it.
The best CTA is the one that names what the reader just thought.