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Design by Physics
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Design by Physics

Case Study: Humana - Simplified CTA Power

"A simple Call-to-Action (CTA) led to a monumental 1,426% conversion increase."

The Challenge: Optimizing User Action on Landing Pages

Humana, a major healthcare provider, aimed to enhance the effectiveness of their landing pages by improving how users engaged with their primary Calls-to-Action (CTAs). They wanted to determine which type of button design and messaging would drive the highest rates of clicks and conversions.

The A/B Test: Conciseness vs. Detail in CTAs

Humana conducted a pivotal A/B test focused specifically on the Call-to-Action button on a key page:

  • Control Version: A more detailed button that likely included additional information or perhaps multiple options within the button itself.
  • Variant Version: A simple, concise CTA button with clear, direct text, specifically "Find a Dentist." This was a straightforward action-oriented button.

The hypothesis was to test whether reducing cognitive load and making the next step obvious would lead to better user engagement compared to a CTA that might provide more context but also more potential distraction. This conversion rate optimization (CRO) experiment provided significant user experience insights.

Clicks on Detailed CTA (Control): X% Click-Through Rate (Illustrative Baseline)
Clicks on Simple CTA (Variant): +433% Increase in Clicks
Conversion Rate Increase (Simple CTA): +1,426% Conversions

Key Takeaway & Actionable Recommendation: Mastering CTA Design for High Conversions

This transformative A/B test from Humana provides a clear lesson: clear, concise, and focused CTAs often outperform cluttered ones. Reducing cognitive load and making the next step immediately obvious can lead to dramatic improvements in click-through rates and overall conversion performance, even for complex services like healthcare.

Recommendation: Prioritize simplicity in your Call-to-Action buttons. Focus on using strong action verbs and clearly communicating the single most important next step. Avoid adding unnecessary details or multiple choices within the primary CTA. Conduct A/B tests on your own CTAs to identify what level of conciseness resonates best with your target audience and drives the highest user engagement and sales.