Insight

Blog CTAs Were Sending Intent Elsewhere

Blend’s GA4 analysis showed that users coming from blog pages were more likely to purchase when they moved into collection pages rather than being sent straight to PDPs.

In fact, users who visited collection pages from blog content were 25% more likely to complete a purchase. This suggested the existing “Visit a Cafe” CTA was not aligned with the likely intent of readers engaging with coffee-related content - they wanted to buy coffee, not visit a physical place.

From a CRO perspective, the issue was not traffic quality but journey direction: the blog was attracting engaged visitors, then giving them a non-commerce next step.

Jump to results

A/B Test

'Shop All Coffee' CTA on Blog Pages

We ran an A/B test on blog pages. The control retained the “Visit a Cafe” CTA, while Variant 1 replaced it with a more purchase-oriented “Shop All Coffee” CTA linking to collection pages. The goal was to increase conversion rate by guiding content readers into a more commercially relevant browsing journey.

The Results

The test produced a modest but commercially positive result. Variant 1 increased conversion rate by 17%, revenue per visitor by 8%, view collection page rate by 34%, add to cart rate by 32% and begin checkout rate by 15%.

More importantly, the trend over time showed the variant outperforming the control throughout most of the experiment, rather than depending on a short-lived spike. Because order volume was relatively low, we avoided over-segmenting the results; smaller cuts would have reduced statistical reliability and made the findings easier to misread. Average order value decreased by 8%, but the increased conversion volume more than offset this, creating a positive estimated monthly impact. Strategically, this confirms that blog visitors were not just reading passively. When given a clearer shopping route, they progressed into collection discovery and purchase consideration. We recommend rolling out Variant 1 across blog pages.

  • 17%

    increase in conversion rate

  • 34%

    increase in view collection page rate

  • 32%

    increase in add to cart rate
Book a CRO discovery call

See More A/B Tests