Sidebar Simple Offer CTA — CRO Performance Report¶
Component: Sidebar CTA (blue gradient box with orange button)
Tracking: location: simple-offer, type: Simple Offer, modifiers: simple-offer
Disambiguation: Excludes popup (type: Simple Offer - Speak With PA)
Period: Dec 4, 2025 – Mar 4, 2026 (90 days)
Date Pulled: March 4, 2026
Source: Mixpanel (Project ID: 2184552)
Filters: Production traffic only (www.asbestos.com), China excluded
Sitewide Summary¶
| Metric | 90-Day Total |
|---|---|
| Impressions | 58,459 |
| Clicks | 103 |
| CTR | 0.18% |
Weekly Trend¶
| Period | Avg Impressions/wk | Avg Clicks/wk | CTR |
|---|---|---|---|
| Dec | 4,148 | 11.4 | 0.27% |
| Jan | 3,799 | 5.3 | 0.14% |
| Feb | 4,941 | 5.8 | 0.12% |
(Dec inflated by one 37-click outlier in week of Dec 1 — without it, Dec CTR drops to ~0.14%)
Clicks by Offer (Monthly)¶
| Offer | Dec | Jan | Feb | Mar (partial) | Total |
|---|---|---|---|---|---|
| /financial-assistance/?content=treatment | 15 | 8 | 10 | 0 | 33 |
| /financial-assistance/?content=trust-fund | 8 | 8 | 5 | 2 | 23 |
| /find-an-attorney/?content=claim | 12 | 3 | 7 | 0 | 22 |
| /va-claim/ | 2 | 1 | 3 | 0 | 6 |
Four offer variants rotate across the site. Treatment and trust-fund financial assistance cards get the most clicks.
Lead Quality Funnel (Sitewide, 30-Day Conversion Window)¶
| Step | Users | Step Conv | Overall Conv |
|---|---|---|---|
| Sidebar Click | 79 | — | 100% |
| Form Submit | 1 | 1.3% | 1.3% |
| Lead | 1 | 100% | 1.3% |
| MQL | 0 | 0% | 0% |
| SQL | 0 | 0% | 0% |
Per-Offer Funnel Breakdown¶
| Offer | Clickers | Form Submits | Leads | MQLs |
|---|---|---|---|---|
| /financial-assistance/?content=treatment | 30 | 0 | 0 | 0 |
| /financial-assistance/?content=trust-fund | 22 | 0 | 0 | 0 |
| /find-an-attorney/?content=claim | 21 | 0 | 0 | 0 |
| /va-claim/ | 6 | 1 | 1 | 0 |
The single lead came from VA Claim (1 of 6 clickers), but it did not qualify to MQL.
Comparison vs. Page-Footer Offers¶
| Metric | Sidebar CTA | Page-Footer Offers |
|---|---|---|
| CTR | 0.18% | 1.02% |
| Clicks (90d) | 103 | 1,294 |
| Leads | 1 | 23 |
| MQLs | 0 | 6 |
| SQLs | 0 | 2 |
The sidebar CTA performs ~6x worse on CTR and produced zero MQLs/SQLs vs. 6 MQLs and 2 SQLs from the page-footer.
Verdict¶
This component is effectively dead. Strong case for removal or complete redesign.
- 58K+ impressions over 90 days producing zero MQLs and zero SQLs
- 0.18% CTR — users are overwhelmingly ignoring it
- Only 103 total clicks (~1.1/day average), and only 1 converted to a lead
- No single offer variant is performing; the problem is the component itself, not the offer mix
- The Dec 1 outlier week (37 clicks) suggests possible test traffic or one-time anomaly — steady-state is ~5 clicks/week
Recommendation¶
Remove or redesign. Options: 1. Remove entirely — reclaim sidebar space for content or a different CTA format 2. Replace with a different component — the sidebar position itself may be the issue (sidebar blindness) 3. A/B test a redesign — if keeping sidebar placement, test a fundamentally different design (not just copy/offer swaps)