Product: Product Page
Hypothesis
If we test a similar change on our product pages as tested, then our conversion metric will likely improve based on their implementation decision.
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 worked: implemented this UI change (Oct 7, 2019). 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: product page 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
ran a simple experiment on their product page where they challenged their existing orange add-to-cart button against a black one. One month later, the black button was rejected even though the black one had a higher contrast ratio. [UPDATE: the outcome of the experiment was flipped with black being the eventual implementation]
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.