Section tabs and contrasting CTAs on product pages: +13.47% purchases
Commentary byLiftArchiveOur analysis, not theirsAdding section tabs and giving the two CTA buttons contrasting colours lifted purchases by 13.47%.
SelectHub, a software selection platform, ran this test on its product pages, and it was published as a VWO case study.
Both changes shipped together, so the lift can't be credited to either one alone.
- Purchases: up 13.47% against the control.
- The test ran for just over four weeks on desktop, with a 50/50 split.
- This was a bundled test, so we can't tell how much came from the tabs and how much from the CTA colours.
- What counts as a purchase on this B2B platform was not explained.
The change
The variant adds section tabs and contrasting colours for the two CTAs.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A product page with an analyst rating and two CTA buttons, followed by long, in-depth content and images about the product.
Variant
The same rating, with the two CTAs in contrasting colours, plus section tabs (such as overview, pricing and benefits) that split the content into parts.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Tabs let visitors jump to the part they care about, such as pricing, instead of scrolling a long page.
- Contrasting CTA colours make it clear the two buttons do different things.
- Together, the changes make the page easier to scan before taking action.
Caveats: Two changes were bundled, so neither can be credited on its own. The test was desktop-only, sample size and confidence were not shared, and what a purchase means here is not explained.
Who ran it
SelectHub ran this test 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 SelectHub →
How to run this test on your site
- Hypothesis
- If we add section tabs and make the CTAs visually distinct, then more visitors will convert because they can find what they need and see the next step.
- Primary metric
- Purchase or demo-request conversion rate on product pages
- Guardrails
- Clicks on each CTA
- Scroll depth and tab usage
- Mobile conversion rate if rolled out beyond desktop
- Who should test it
- SaaS and B2B sites with long product or feature pages. Less useful for short pages where everything already fits on one screen. Test tabs and CTA colour separately if you want to know which one matters.
Questions
Do tabs on a long product page help conversions?
They can make long pages easier to scan.
In this test they shipped with a CTA colour change, so their own effect is unknown.
Should two CTAs on one page look different?
Usually yes, so visitors can tell which one is the main action.
Contrasting colours were part of this winning variant.