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ID
TEET-130
Status
Running
Due date
-
Project
Teethlovers
Priority
Urgent
Task size
-
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Valentin YeoProblem Statement
The current hero CTA "Zum Starter-Set" is product-focused but doesn't address potential purchase hesitation. New visitors may be uncertain about trying an unfamiliar tooth powder product, leading to lower click-through rates on the primary conversion action.
Objective
Increase hero CTA click-through rate by reducing purchase anxiety through risk-free messaging that encourages trial behavior.
Hypothesis
If we change the hero CTA from "Zum Starter-Set" to "Jetzt risikofrei testen", then more users will click because the risk-free framing reduces purchase hesitation and emphasizes trial over commitment.
Control
German: Zum Starter-Set
English: To Starter Set
Variation 1
German: Jetzt risikofrei testen
English: Try risk-free now
Variation 2
German: Meine 4 Geschmäcker finden
English: Find my 4 tastes
Metrics
Shopify Purchase (VWO Shopify standard event)
Shopify Checkout Started (VWO Shopify standard event)
ICE Score
Impact: 8/10 - Hero CTA is primary conversion driver; risk-reduction messaging can significantly boost clicks
Confidence: 8/10 - Risk-free messaging is proven to reduce purchase friction in e-commerce
Ease: 8/10 - Simple text change in CTA button component
Total ICE Score: 24/30
VWO link:
https://app.vwo.com/#/test/ab/135/summary/?accountId=1091932
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