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

Owned by Alex Alesio (Deactivated)

Last updated: Jan 19, 2023

1 min read

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: