A/B Test

Alternate CTA Colour

During the CRO audit we conducted for the brand, we noticed that all CTA buttons on product detail pages like Add to Cart, Rewards, Chat, and Keep Me Updated, were presented in the same colour and priority. We hypothesised that this could make it difficult for users to understand which CTA to use to proceed to the next step.

Jackson S 18.40 Increase In Conversion Rate Before Jackson S 18.40 Increase In Conversion Rate After
Jackson S 18.40 Increase In Conversion Rate Before Jackson S 18.40 Increase In Conversion Rate After

The Results

When changing the colour of the Add to Cart CTA button, we observed an overall +8.14% increase in clicks on Add to Cart, and an 18.40% increase in eCommerce Conversion Rate. We set Variant 1 live permanently. We also observed a +66% increase in Clicks on Add to Cart, 5% increase in eCommerce Conversion Rate, a +10% increase in AOV, and a +16.40% increase in Average Purchase Revenue per User, all for New Visitors. We implemented Variant 1 permanently.

  • 18.40%

    Increase in Conversion Rate

  • 8.14%

    Increase in Clicks on Add to Cart

  • 10%

    Increase in Average Order Value for New Visitors
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