by Jim Raptis, Co-Founder of VisualEyes
For many websites, especially e-commerce and landing pages, call to action elements are a key to sales, traffic, and success.
The call to action element is a key element on a webpage, acting as a signpost that lets the user know what to do next. Without a clear CTA, the user may not know the next steps to take to purchase a product or sign up for a newsletter and is likely to leave the site without accomplishing their task.
In this example, we test an interesting case study with iCoupon Blog page. The iCoupon Blog is a coupon website that provides coupons and rebates for different services and products. Thus, the call to action button “Use Coupon” is extremely important for user conversion.
Our objective is to test whether having a large Secure icon in the sidebar would help with the conversion rate. The ICoupon Blog team thought that the icon would help, because it would push down other (distracting) text in the sidebar.
By examining the generated Attention Map, it’s obvious that the main call to action button gets a great amount of attention but the Secure button is one of the most prominent parts of the page too. Their team had some user testing done and noticed this artifact too. So they thought by removing it, they'd help focus the user on what they wanted them to push.
They found that the variation without the secure icon had over 400% improvement on conversions as compared to having the image. This is obvious and logical since the AOI formed around the Call to Action element justify an increase in user attention for the 'Use Coupon" button.