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
All except referral traffic
Primarily women, aged 20-50
Sabon NYC: Luxury bath and body products retailer
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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.
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.
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.