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Marmot HP CTA Button treatment (ABT-196 cxp.xxx)

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Wiki Pages are updates once a test concludes.

See Jira ticket(s) for details on active experiments: ABT-196

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:

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