Lead the footer with a support statement, not a wall of links
Before any link columns, the footer opens with a "100% Happiness Guaranteed" headline and a single Get Help button, addressing the shopper's likely reason for scrolling that far.
What it is
Before any of the footer's link columns, the top-left of the footer leads with a "100% Happiness Guaranteed" headline, two sentences inviting the shopper to reach out for any reason, and a single "Get Help" button, all ahead of the standard Shop/About/Support navigation columns.
Why it works
A footer that opens straight into columns of links treats every visitor the same: here is everything on the site, sorted by department. A shopper who scrolled all the way to the footer with an actual problem or a hesitation, not just looking for a sitemap, has to scan past several unrelated columns to find the one relevant link. Leading with a direct, human statement and a single button answers that shopper's likely reason for being there first, before asking them to do the work of finding "Support" buried a few rows into a link grid.
How to test it
- Hypothesis
- Leading the footer with a support statement and a single Get Help button, ahead of the link columns, will lift footer-to-support clickthrough rate, because shoppers who scrolled to the footer with an actual question no longer have to scan several unrelated columns to find where to go.
- Primary metric
- Clickthrough rate on the footer's support entry point
- Guardrail metric
- Clickthrough rate on the footer's shop/product links, which could fall if the support block, given the first and most prominent position, draws attention away from them
Related ideas
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