Marmot HP CTA Button treatment (ABT-xxx cxp.xxx)

Wiki Pages are updates once a test concludes.

See Jira ticket(s) for details on active experiments: ABT-xxxx

Finding:

The CTA button background color is the same as the site's background color making it easy to miss.

Hypothesis:

By changing the color of the CTA buttons buttons on the homepage, we will increase the number of PLP visits, PDP visits, and overall engagement.

Metrics:

⬆️ PLP Visits
⬆️ PDP Visits
⬆️ Page Views

Source: 2023-01-11 CXPerts ShareOut Deck PDF

Test Design variants

v0 Control

v1 (more pronounced visual treatment/color for CTA)

Variant v1 will include a more visually pronounced CTA by modifying the button’s color / treatment to be easier to see.
Exact color, tbd, but we’re leaning towards the standard primary color CTA treatment:

Marmot Estimated Shipping Time (ABT-xxx cxp.xxx)
Marmot Category by Region Personalization (ABT-xxx cxp.xxx)

Marmot HP CTA Button treatment (ABT-xxx cxp.xxx)

Marmot Estimated Shipping Time (ABT-xxx cxp.xxx)

By adding expected delivery time to PDP pages, we can decrease hesitation, thus increasing ATC clicks, checkout progression, and purchases.

⬆️ ATC Clicks
⬆️ Checkout Progression
⬆️ Purchases

Marmot Category by Region Personalization (ABT-xxx cxp.xxx)

By personalizing the Shop By Category to prioritize products suited to the users regional climate, we can increase PLP visits, PDP visits, and purchases.

⬆️ PLP Visits
⬆️ PDP Visits
⬆️ Purchases