# Blog CTA 'Visit a Cafe' to 'Shop All Coffee': +17% conversion

- Outcome: Won
- Page type: Other (Ecommerce)
- Elements: Add-to-cart & CTA buttons
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/analyse-blog-visitor-intent-to-increase-conversion
- Page: https://liftarchive.com/test/coffee-brand-blog-shop-all-coffee-cta/

Changing 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%.

## Result

**+17% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/coffee-brand-blog-shop-all-coffee-cta/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.