Fused are Trust Pilots’ number 1 rated student bills company. With Fused, students can bundle utilities, broadband and TV into one simple monthly payment, making student living much easier.

We built their CRO programme from scratch and continue to manage it a year on. Here’s one of the first tests we ran with them:

The challenge

The test

The results

Why it worked

Low performing PPC landing pages

After carrying out an extensive review of all their data we noticed their top PPC landing pages had a lower conversion rate compared with Organic traffic Homepage landers.


On the Homepage, the quote CTA is highly visible in the hero area, whereas on the other landing pages, the user is more likely to have to scroll to find the same button. Therefore we wanted to make the button more visible, particularly on Mobile.

We wanted to make sure the PPC landing pages performed better, especially in light of the cost associated with PPC traffic.

We duplicated the Quote CTA and presented it as a sticky button at the bottom of the Mobile screen. The goal was to make the button immediately accessible, without a need to scroll down the page.

Test Hypothesis:


By displaying the quote CTA on a sticky bar,
Mobile visitors will not have to look for it inside the page,
Thereby increasing clicks on the quote CTA and subsequent funnel progression.

+38.43% clicks on Quote CTAs / quarter

+29.92% quotes started / quarter

+18.84% quotes completed / quarter


The new variant increased overall clicks on Quote CTAs by +38.43% across tested PPC landing pages. This resulted in a +18.84% increase in visitors making it to the end of the funnel.

On Mobile where screen space is precious and scrolling can become tiresome, when your page has only one CTA and there is no other interaction needed to progress to the next step (e.g.: no form to fill in), it makes sense to help visitors immediately see the CTA that will get them to that next step. Sticky buttons on Mobile are a very popular UX feature to achieve this.

+38.43%

clicks on Quote CTAs/quarter

+29.92%

Quotes started/quarter

+18.84%

increase in conversion rate (Quotes completed/quarter)

Control
Experiment

"We can't say enough positive things. A great team of experts (and people) that know exactly what they're doing and just get to work. They have really elevated our understanding of CRO."

Oliver Rix, Head of Marketing