Homepage CTA text at 15px instead of 13px: +42% clicks
Commentary byLiftArchiveOur analysis, not theirsMaking the homepage call-to-action 15 pixels instead of 13 got 42% more clicks.
The FENTY team ran this A/B test on the CTA that led to the latest collection, and it was published as a VWO case study.
- CTA clicks: +42% for the 15px version.
- FENTY made the larger CTA permanent on the homepage.
- Only clicks were measured; no sales or revenue figures were shared.
The change
The homepage CTA grows from 13 to 15 pixels.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage CTA linking to the latest collection, sized at 13 pixels.
Variant
The same CTA, sized slightly larger at 15 pixels.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Small text on a large, image-led homepage is easy to overlook; a little extra size makes it easier to spot.
- A bigger target is easier to tap, especially on phones.
- The CTA led to the newest collection, which visitors to a fashion launch were likely interested in.
Caveats: The test measured clicks only, so the effect on sales is unknown. No sample size, duration or confidence level was shared, and a 42% lift from 2 pixels deserves a retest before you rely on it.
Who ran it
FENTY ran this test for FENTY and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on FENTY →
How to run this test on your store
- Hypothesis
- If we make our main homepage CTA larger, then more visitors will click it because it becomes easier to see and tap.
- Primary metric
- Homepage CTA click-through rate
- Guardrails
- Conversion rate
- Revenue per visitor
- Clicks on other homepage links
- Who should test it
- Image-heavy homepages where the main CTA is small or low-contrast. If your CTA is already large and clear, a size change is unlikely to matter.
Questions
Does button size affect click-through rate?
It can when the original is small or easy to miss.
Here a 2-pixel increase lifted clicks by 42%, though only clicks were measured.
Do more CTA clicks mean more sales?
Not always. Track conversion and revenue too, since extra clicks may come from visitors who were less likely to buy.
How big should a mobile CTA be?
Large enough to read at a glance and tap without zooming.
Test sizes on your own design rather than copying a number.
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