Background

Say It With Diamonds, a premium jewelry brand, wanted to optimize their site-wide call-to-action (CTA) button to increase user engagement and boost conversions. Their previous design featured a pink CTA button, but they wondered if changing the button color to green would have a positive impact on the add-to-cart rate.

The Challenge

Say It With Diamonds needed to determine whether changing the color of the CTA button across their website would influence user behavior, specifically focusing on how the change would affect their add-to-cart rate. As a luxury jewelry brand, they had to ensure that any changes maintained the site's overall aesthetics while potentially improving conversion rates.

Hypothesis

The hypothesis was that changing the CTA button color from pink to green would make the button more noticeable to users, leading to a higher add-to-cart rate. Green is often associated with action and approval, and the team believed this change might prompt users to engage more readily with the CTA.

The Test

A site-wide A/B test was conducted using the Elevate A/B Testing app on Shopify. The control version kept the original pink CTA button, while the variation applied the new green button across all key pages, including product, collection, and checkout pages.

Experiment Goal: Add to Cart Rate
Total Visitors: 11,495
Test Duration: 14 days and 15 hours

• Control: Pink CTA button
• Variation: Green CTA button

Results

The add-to-cart rate for the control and variation was measured, and the results showed a slight decrease in the variation's performance:

• Add to Cart Rate:
  • Control: 11.49% (667)
  • Variation: 10.81% (615)
• Conversion Rates:
  • Reached Checkout:
    • Control: 8.9%
    • Variation: 8.2%
  • Checkout Completed:
    • Both control and variation had no notable difference in checkout completion rates.

Analysis

‍Say It With Diamonds' decision to test a change in their CTA button color from pink to green provided valuable insights into user behavior. While the hypothesis was that the green button would drive higher engagement, the test results revealed that the original pink button was more effective at maintaining the add-to-cart rate. By conducting this A/B test, Say It With Diamonds was able to avoid a potentially significant decline in their add-to-cart rate, as the green variation showed a lower performance.

This experiment highlights the importance of data-driven decision-making. Without testing, the change might have led to a decrease in user engagement across the site, potentially affecting sales. The results also underscore how their audience is more familiar with and responsive to the established pink button, which aligns well with their luxury brand's aesthetics.

Conclusion

‍Through this A/B test, Say It With Diamonds gained crucial insights into their customers' preferences and safeguarded against an unintended decrease in performance. The original pink CTA button proved to resonate better with their audience, maintaining a higher add-to-cart rate than the green variation. This outcome reinforces the importance of aligning visual elements with brand identity. Going forward, Say It With Diamonds can continue refining their user interface, knowing that their efforts are grounded in evidence that helps them optimize without risking conversion rates. This test successfully prevented a change that could have negatively impacted their engagement and sales.