Blog CTA 'Visit a Cafe' to 'Shop All Coffee': +17% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsChanging the blog call to action from 'Visit a Cafe' to 'Shop All Coffee' raised conversion rate by 17% for a specialty coffee roaster with cafes.
Blend Commerce ran this A/B test on the brand's blog pages.
Add-to-cart rate rose 32%, but average order value fell 8%.
- Conversion rate: +17%.
- Add-to-cart rate: +32%, and collection page views: +34%.
- Revenue per visitor: +8%, and begin checkout rate: +15%.
- Average order value: -8%. The agency says higher conversion more than made up for it.
The change
Blog CTA changed from 'Visit a Cafe' to 'Shop All Coffee' linking to collections.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Blog pages ended with a 'Visit a Cafe' button that sent readers toward the brand's physical cafes.
Variant
The button read 'Shop All Coffee' and linked to the coffee collection pages.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People reading about coffee are often ready to buy coffee. A cafe link pointed them away from the store.
- The agency's data showed blog readers who reached collection pages were 25% more likely to buy than average, so the CTA sent them to the page that sells best.
- Collection pages let readers compare options rather than land on a single product they may not want.
Caveats: Order volume was low, so the agency avoided splitting results by device. Average order value fell 8%, and sample size, test length and confidence were not shared.
Who ran it
Blend Commerce ran this test for a specialty coffee roaster with cafes and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we change the blog CTA from a non-shopping action to a link to our product collections, then more blog readers will buy because the next step matches what they came to read about.
- Primary metric
- Conversion rate of blog visitors
- Guardrails
- Average order value
- Revenue per visitor
- Store or cafe visits, if you can track them
- Who should test it
- Brands with content that draws buyers, especially those whose blog CTAs point to newsletters, locations or other non-shopping goals. It may not suit you if the blog's real job is driving foot traffic or sign-ups.
Questions
What CTA should I put on blog posts?
One that matches what readers want next. In this test, a shopping CTA linked to collections beat a cafe CTA by 17% on conversion.
Should blog CTAs link to product pages or collection pages?
This brand's data favoured collection pages: blog readers who reached them were 25% more likely to buy. Test both on your own store.
Is it worth A/B testing with low order volume?
Yes, but keep the analysis simple. Here the agency avoided device splits because smaller groups would give unreliable results.
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