# Section tabs and contrasting CTAs on product pages: +13.47% purchases

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Navigation, Cta color
- Test run by: [SelectHub](https://liftarchive.com/practitioners/selecthub/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/selecthub/
- Page: https://liftarchive.com/test/selecthub-product-page-tabs-cta-contrast/

Adding 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.

## Result

**+13.47% purchases**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Clicks on each CTA
- Guardrail: Scroll depth and tab usage
- Guardrail: 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.

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Credit: SelectHub ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/selecthub-product-page-tabs-cta-contrast/).
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.