Results: Which Button Copy Worked Best Late In The Funnel?

Which Button Copy Worked Best Late In The Funnel?

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Difference Between Versions:

Version A – Call to Action (CTA) button text said “Order”
Version B – CTA button text said “Go to checkout”


Key Performance Indicator (KPI): 

Completed orders


Test Goal:

Increase shoe sales and average order value

 

Traffic Source:

Organic, search, direct, referral, paid, social, email

 

Audience: 

 

Organization: 

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Test Run By

Growcode

Test Run On

Growcode

Test Run For

Warsaw Sneaker Store

WINNING VERSION

A

Poll Results - The Best Guesses:

Which Button Copy Worked Best Late In The Funnel?

  • Version B
  • Version A
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Background & Test Details:

Growcode, the eCommerce optimization provider conducted this savvy shoe study for their client Warsaw Sneaker Store.

As part of an ongoing series of tests, the team took a data-driven approach, finding several opportunities to test and optimize the shoe store’s eCommerce site.

In a previous study, the testing team looked at whether changing the text color — to highlight product availability info — affected conversions. Results were surprising. You can check out the full study write-up here.

In this test, the team wanted to know whether changing the checkout Call To Action (CTA) button text made a difference.

The text originally used the commitment word “Order”. The team wondering if changing the text to the less committal instruction “Go to checkout” would reduce hesitancy and improve conversions.

 

Poll Results - The Best Guesses:

Which Button Copy Worked Best Late In The Funnel?

  • Version B
  • Version A
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