We're not really going to test a CTA color, are we? Yes, we are.
Tests that seem simple but have a major impact
Call-to-Action (CTA) buttons are often seen as basic elements of an e-commerce site. However, their colors, wording, and positioning play a fundamental role in optimizing conversions. It’s easy to consider them secondary adjustments, but results show that even small changes can lead to significant improvements. Here are a few concrete examples from recent tests that demonstrate the crucial importance of CTAs in CRO.
The CTA color: a choice to make while respecting the design system
Choosing a CTA color might sometimes seem trivial, but it can significantly influence user behavior. That said, it’s important to respect the site's design system to maintain visual consistency. For example, in one test, we changed the add-to-cart button from black to yellow. This simple modification increased the add-to-cart rate by 23%.
Contrast is essential to make the CTA visible and persuasive, while still respecting the website's visual guidelines. Thus, even with visual constraints, small adjustments in color can make a huge difference.
The CTA wording: be clear, factual, and don’t rush the steps
The wording of a CTA should be simple, factual, and explain what will happen after the click. A good CTA guides the user through their journey without creating unnecessary pressure. It’s essential not to rush the steps with wording that is too engaging if the user isn’t ready yet. In one of our tests, changing the wording from "Order" to "Choose my delivery" increased progression to the next step by 38%.
This change removed ambiguity about the next step, allowing users to better understand what they were going to do, without immediate commitment.
The position of the CTA: sticky or classic, it depends on the context
Sticky CTAs (fixed at the bottom of the page) are often seen as winning solutions since they remain visible even when the user scrolls. However, our recent tests show that this does not always work better. In some cases, repositioning the CTA within the main content produced better results than keeping it sticky.
For example, on a cart page, a test consisted of removing the sticky button and leaving it only at the bottom of the page, resulting in a 15% increase in progression to the next step. This shows the importance of testing different approaches, as user behavior varies depending on the context and complexity of the page.
Small tests, big results
Changing the color, wording, or position of a CTA might seem like a basic test, but these examples show that these adjustments can have a major impact on conversion rates. In reality, these “simple” tests help remove invisible barriers in the user journey and improve their overall experience. These results demonstrate the importance of not underestimating these “basic” tests: they can be the keys to successful overall optimization.