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Wingify x Compare Courses, unexpected CTA gains from page redesign
+159.52% conversion on Ask an Expert CTA
Expected wins to unexpected results
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Why it works
The story earns attention by leading with a counterintuitive result: the modified CTA underperformed while untouched CTAs surged, which makes the headline number credible rather than cherry-picked. The mechanism is explained clearly enough for a reader to replicate the approach, including tracking all CTAs during a split URL test, not just the one being changed. The takeaway is editorial and practical, not just a vendor win.
Steal this
Publish the test where the primary hypothesis failed. Showing that the redesigned form lost leads while unchanged elements gained them builds far more credibility than a clean win story, and the lesson about tracking all CTAs on a page is immediately actionable.
Click to enlarge ↗ This is editorial commentary and curation. The case study, screenshot, and all metrics are Wingify's published work; we link to the source and lead with our analysis.