TRUSTWORTHY A/B PATTERNS – STICKY CALL TO ACTION PATTERN

Summary from the TLDR Marketing newsletter

Sticky call-to-action (CTA) patterns can drive strong gains in some cases but can also reduce orders and revenue. In one test with over 8m users, a sticky incentives footer increased incentivized orders by 0.35% but reduced total food orders per user by 0.13% and revenue per user by 0.18%, both statistically significant. In another test with nearly 700k users, a sticky buy-now-pay-later CTA increased adoption by 40.2% and raised orders per user and revenue per user by about 9%. Results show that sticky CTAs are powerful but context dependent, and can hurt core metrics even when engagement rises.