Myth: more clicks on the CTA means the test won

Myth: more clicks on the CTA means the test won

New button copy got +22% clicks. I almost shipped on the spot. Almost.

Checked the next step. Those extra clickers bounced off the next page. Net signups: -3%. The punchier copy oversold, pulled in people who weren't ready, and they died one step down.

Micro-conversions lie. A click is a vanity metric if it doesn't carry through to the money event.

Now I never call a test on the clicked element. I call it on the downstream goal — signup, purchase, qualified lead.

Go check your last 'CTA winner' against the FINAL conversion, not the click. If the lift evaporates, you almost shipped a leak. Report back.