A/B/C Test

Primary and Secondary CTAs on the Homepage

During a CRO Audit for this client, we observed that 80% of the traffic was new visitors. It’s important to ensure that a site is built with the customer journey in mind with clear guidance, especially when the majority of traffic is new visitors. Discovering new vs returning visitor ratios help to guide recommendations that are catered to the audience for the individual brand.

We hypothesised that a direct “Order Now” CTA button might cause hesitation for first-time users. These users generally need more information and guidance when first arriving on the store. Instead, we strategised offering a softer welcome message like “Discover Products” which could potentially reduce friction and encourage exploration. To cater to this theory, we conducted an A/B/C test with Variant 2 displaying “Discover Products” and Variant 3 displaying a primary CTA with “Order Now” and a secondary CTA with “Discover Products”.

The Results

After two weeks of data, we analysed the results. While we saw an uplift for Variant 1 of 11.21% in conversion rate and 12.44% in revenue per visitor, we saw a small decrease in checkout visits. However, this wasn’t a cause for concern and didn’t push aside Variant 1. That being said, Variant 2 outperformed Variant 1 with the metrics below, causing permanent implementation of both primary and secondary CTAs.

  • 38.1%

    Increase in Conversion Rate

  • 42.09%

    Increase in Revenue per Visitor

  • 6.03%

    Increase in Checkout Visits
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