Product: CTA Button Optimization
Hypothesis
If we test a similar change on our product pages as Bol.com rejected, we should be cautious
Test Results
Key Learning
Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tried: Bol.com rejected this UI change (Jan 2, 2023). Rejection suggests the change underperformed the control
Why it failed: Not every CTA change improves conversion. Users may have preferred the original because it was clearer, more familiar, or better positioned.
How to Apply This to Your Site
This test showed that product: cta button optimization hurt conversions. The change was tested on a product page page in the e-commerce industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that cta tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
After detecting some success with a more padded button, Bol continued their a/b test iteration. The Dutch online retailer ran an experiment with an even wider add-to-cart button on their product pages.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Visible Payment Options
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Product: Single Or Alternative Buttons
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Listing: Filled Or Ghost Buttons
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Checkout: Sticky Call To Action
Problem: Key actions on the checkout disappear as users scroll, creating a gap between intent and the ability to act.