Results: What’s the optimal CTA number?

Does segmentation really work? Or, does it backfire?

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Difference Between Versions:

Version A – One-button CTA: “Shop Bath and Shower”
Version B – Three-button CTA: “Body Scrubs,” “Shower Oils,” “Gift Sets”


Key Performance Indicator (KPI): 

Clickthrough Rate (CTR) and Revenue Per Session


Test Goal:

Increase CTR to the product page, and lift revenue

 

Traffic Source:

All except referral traffic

 

Audience: 

Primarily women, aged 20-50

 

Organization: 

Sabon NYC: Luxury bath and body products retailer

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Test Run By

UX Alley

Test Run For

Sabon NYC

Test Run On

Dynamic Yield

WINNING VERSION

B

Poll Results - The Best Guesses:

Does segmentation really work? Or, does it backfire?

  • Version B
  • Version A
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Test Details & Background:

Sabon NYC is a luxury bath and body care products retailer.

Looking to increase online product sales, they turned to UXAlley, a New York-based user experience agency, focused on optimizing websites and conversions.

After conducting a data-driven analysis, UXAlley’s testing team isolated Sabon’s homepage hero image banner as an area of potential optimization.

Noticing that shoppers were drawn to many of Sabon’s pampering products, the team wondered if it would work best to feature several product Call To Action (CTA) buttons in the homepage banner – rather than just one primary CTA.


Hypothesis:

The team suspected giving users more options to personalize their experience, and deep dive into product categories of interest, would work best.

As a result, showing three buttons on the homepage banner would increase website engagement, generating higher clickthrough rates (CTRs) to products, compared to the banner with just one button.

With higher CTRs, the team also expected revenue per session would increase.

However, they acknowledged that presenting too many competing options, through multiple CTAs buttons, could create confusion, or hesitation, diminishing conversions.

So, decided to test what worked best.


 

Poll Results - The Best Guesses:

Does segmentation really work? Or, does it backfire?

  • Version B
  • Version A
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5
COMMENTS: Tell Us Your Thoughts.

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Deborah ORyan RSandis Recent comment authors
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Sandis
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Sandis

Love it! Thank you, Deborah and UXAlley, for sharing this one.

I went for B as it showed segmentation within the same niche. It resembles the old-time classic issue of not having categories high enough vs fancy slider.

So far so good, but then I realized I have some work to do as well as a result of this!

Ryan R
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Ryan R

I guessed A. I assumed the 3 categories shown were too limiting in their scope. First time I’ve ever been wrong.

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