CTA button on product listing tiles: +47% orders, +86% revenue
Commentary byLiftArchiveOur analysis, not theirsFlos USA added a CTA button to each product tile on its listing pages, and the test reported 47% more orders and 86% more revenue.
Wingify Services ran the test, which was published as a VWO case study.
The CTA-only version beat two others that also added the price, or the price and a description.
- Orders: +47% for the CTA-only variant.
- Revenue: +86% for the CTA-only variant.
- The stated goal was product page visits, but no number was shared for it.
- Variants 2 and 3: they lost to variant 1, and their numbers were not shared.
The change
The winning variant adds only a CTA button to each tile.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product listing tiles with no CTA button.
Variant
Each tile gained a CTA button (variant 1). Variant 2 added the CTA plus price and description, and variant 3 added the CTA plus price.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Tiles without a button may not look clickable, so a clear CTA shows shoppers where to go next.
- Keeping the tile clean made the button stand out more than in the busier versions.
- For high-end lighting, adding the price early may have put people off before they saw the product.
Caveats: This was a four-way test with no sample size, duration or confidence level given, so lifts this large should be treated with care. It was one of 30 tests run for Flos USA over 17 months.
Who ran it
VWO ran this test for Flos USA 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 VWO →
How to run this test on your store
- Hypothesis
- If we add a clear CTA button to every product tile, then more shoppers will open product pages and buy because the next step is obvious.
- Primary metric
- Orders per listing page visitor
- Guardrails
- Listing to product page click-through
- Revenue per visitor
- Bounce rate on product pages
- Who should test it
- Stores with image-led listing tiles where it isn't obvious the tile is clickable, especially for high-priced items. If your tiles already have strong click cues or quick-add, expect a smaller effect.
Questions
Should product listing tiles have a button?
It's worth testing. Flos USA's tiles with a CTA button saw 47% more orders than tiles without one.
Should I show the price on product tiles?
It depends on your products. At Flos USA, the versions that added price lost to the CTA-only version.
Why did a tile button raise revenue more than orders?
The case study didn't explain it. One possibility is that more shoppers reached higher-priced items, but that isn't confirmed.
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