Test and Optimize Calls-to-Action in Shopping Cart & Checkout


  • Primary/secondary KPI: Revenue
  • Page type: Product detail page
  • Features used: Badging
  • Industry vertical: Outdoor apparel
  • Channel: Web/mobile

Illustration of two variations of a product details page. One has a text-only 'SELECT BRANCH' button, and the other has a more traditional rectangular 'SELECT BRANCH' button.

Plumbing and heating retailer uses high-contrast colors for calls to action to clearly delineate next steps for customers.



It's easy for customers to second-guess themselves during the checkout flow, and it's imperative to motivate and encourage customers as much as possible down the funnel.


  • Test different options for primary calls to action in the checkout flow
  • Adjust UX elements such as button color and utilize descriptive calls to action
  • Observe and analyze impacts to key performance metrics and promote winning variant to full audience


  • Increase conversion rate by as much as 27%
  • Increase revenue per session by as much as 35%