Bacofoil

CRO Strategies & Tests

CRO

Choosing Words That Work: Testing CTA Language for Maximum Clarity

[Overview]

This CRO project aimed to identify friction points in the user journey and implement targeted experiments to increase conversions. Through a series of hypothesis-led tests, we explored multiple opportunities to improve user experience, reduce hesitation, and drive revenue.

Out of several tests conducted, one delivered statistically significant results, providing clear insights into what drives user behavior on the site. This single win not only boosted conversions but also highlighted the value of data-driven decision-making and informed future optimisation strategies.

[Project]

This CRO project aimed to improve user engagement on the website by testing small but strategic changes in messaging and design. The goal was to explore ways to guide users more effectively toward key pages and actions, ultimately enhancing the overall user journey.

One of the key hypotheses focused on call-to-action (CTA) language. We tested changing the button text from “Our Products” to “Shop Bacofoil” to see if this would increase page views of the shop page.

Results:

  • Original CTA (“Our Products”) → 7.93% page views

  • Variant CTA (“Shop Bacofoil”) → 5.91% page views

Although the variant didn’t outperform the original, the test was successful in validating the correct language for the audience. It confirmed that the original phrasing resonates better with users, ensuring clarity and confidence in messaging going forward.

[Industry]

Foil Retailer

[My Role]

UX Designer

CRO Manager

[Platforms]

Responsive Web

[Outcomes]

Language matters: Small wording changes can have a meaningful impact on user perception and behavior. Even when a variant doesn’t increase metrics, experiments provide guidance for future messaging.

Data-driven decisions: This test highlights the value of testing assumptions rather than relying on intuition alone.

Optimisation is iterative: Every experiment, regardless of outcome, contributes to a better understanding of user behavior and informs future CRO strategies.

[Outcomes]

Optimised layouts, CTAs, and content through user testing, boosting click-through rates by 37.96%.

Implemented CRO-driven email designs and A/B testing, resulting in email open rates as high as 58.24%.

Applied user testing and CRO insights to create emails that are intuitive, accessible, and tailored to audience behaviour, improving engagement and usability across campaigns.