Product: CTA Button Optimization
Hypothesis
If we test a similar change on our product pages as Bol.com tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Each additional form field adds friction to the product, increasing the chance users abandon before completing their submission.
What worked: Bol.com implemented this UI change (Feb 4, 2022). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. CTA changes are fast to iterate — test variations of copy, color, size, and placement independently to maximize this.
How to Apply This to Your Site
This experiment demonstrated that product: cta button optimization can improve conversions. The test was run on a product page page in the e-commerce industry.
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
Last year I captured this button experiment from Bol (a leading online retailer in the Netherlands). They tested a smaller button with less padding against a slightly more bloated one. It's now clear that the variation was rolled out completely - consistent with the bigger form fields and buttons pattern.
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.