Action-led homepage CTAs: +6.94% product page views
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing passive homepage buttons like 'Discover More' with specific ones like 'Shop Large Raised Garden Beds' raised the product page view rate by 6.94% for Vegepod.
Blend Commerce ran this 11-day A/B test with 2,398 visitors.
New visitors saw a 26% rise in revenue per visitor.
- Product page view rate: +6.94%.
- Homepage CTA clicks: +3.66%.
- New visitors: CTA clicks and product page views both +11%, and revenue per visitor +26%.
- Overall conversion rate and revenue per visitor were not reported.
The change
Passive homepage buttons become specific 'Shop' buttons.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Homepage CTAs used vague, passive copy such as 'Discover More'.
Variant
The CTAs named the action and the product, such as 'Shop Large Raised Garden Beds'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Specific copy tells shoppers what they will find after the click, so more of them click.
- New visitors made up about 64% of traffic. They know the range least, so clear labels help them most.
- Naming the product type also teaches first-time visitors what the brand sells.
Caveats: The sample was small: 2,398 visitors over 11 days. Overall conversion and revenue per visitor were not reported, and significance was not shared.
Who ran it
Blend Commerce ran this test for Vegepod and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we change homepage CTAs from vague copy to specific 'Shop [product]' copy, then more visitors will reach product pages because they know where each button leads.
- Primary metric
- Product page view rate
- Guardrails
- Conversion rate
- Revenue per visitor
- Add to cart rate
- Who should test it
- Stores whose homepage buttons say things like 'Discover More' or 'Learn More', especially with lots of new visitors. If your CTAs already name the product, there is little left to gain.
Questions
Is 'Shop Now' better than 'Learn More' on a homepage?
Specific action copy often wins. Here, naming the product in the button raised product page views by 6.94%.
Who responds most to clearer CTA copy?
New visitors, in this test. Their CTA clicks rose 11% and revenue per visitor 26%.
How long should a CTA copy test run?
Long enough to reach a solid sample. This one ran 11 days with 2,398 visitors, which is small, so treat the result with care.
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