To test the effectiveness of the three CTA cases (1) sticky CTAs, (2) non-sticky CTAs, and (3) a combination of both, you can implement a mixed-methods approach using quantitative and qualitative research methods. This will help you make an informed decision based on both performance data and user feedback. Here's a suggested research approach:
A/B Testing (Quantitative): Perform A/B testing on your application
by creating different versions of the screens with the various CTA
cases. This will help you compare their performance in terms of
conversion rates, bounce rates, and other relevant metrics. Ensure
that you have a large enough sample size to draw statistically
Usability Testing (Qualitative): Conduct usability testing sessions
with a diverse group of users representing your target audience. Ask
them to complete specific tasks related to the booking flow while
using the different versions of the screens. Observe their
interactions and gather feedback about their experience with the
CTAs. This will help you understand how users perceive and interact
with each CTA type in different contexts.
Surveys/Interviews (Qualitative): Collect feedback from users through
surveys or interviews to gather their opinions and preferences
regarding the CTAs. This can help you gain insights into the reasons
behind their preferences and identify potential improvements.
Analyze the Data: Once you have collected the data from A/B testing,
usability testing, and surveys/interviews, analyze the results to
identify trends and patterns. Consider the metrics from the
quantitative research alongside the qualitative feedback from users
to make an informed decision about which CTA practice is most effective for each screen in the booking flow.
Remember that consistency is important in design, but so is flexibility. If the research findings indicate that non-sticky CTAs perform better on certain screens, it might be worth making an exception to the consistency principle for the sake of improved user experience and higher conversion rates.