TEET-96 [HOME]: Starter CTA Copy Emphasizing White Teeth Outcome (ICE: 26/30)

[HOME]: Starter CTA Copy Emphasizing White Teeth Outcome (ICE: 26/30)

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Valentin Yeo prioritized the CTA copy A/B test as Urgent for immediate attention [1].

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Valentin Yeo

Problem Statement:

The current CTA “Starter-Set kaufen” lacks any emotional or benefit-driven appeal. It doesn’t communicate the value or result of clicking it—especially for new visitors unfamiliar with the brand or product. This can lead to lower CTR and missed opportunities for conversion.

Objective:

Increase click-through rate (CTR) to the main product bundle page by testing benefit-driven CTA copy that highlights a key user desire: white teeth.

Hypothesis:

If we replace the generic CTA with benefit-driven language focused on white teeth, then CTR to the product page will increase because users are more likely to click when they see a clear and desirable outcome.

Control:

🇩🇪 Starter-Set kaufen
🇬🇧 Buy starter set

Variation 1

🇩🇪 Weißere Zähne
🇬🇧 Whiter teeth

Variation 2

🇩🇪 Jetzt starten
🇬🇧 Start now

ICE Rating:

Impact (9/10): Clearer benefit language = more clicks to high-value product page.
Confidence (9/10): Industry evidence shows CTAs with benefit-outcome framing (e.g., whiter teeth) improve CTR.
Ease (8/10): Simple text update in button component or CMS.

Total ICE Score: 26/30

VWO link

https://app.vwo.com/#/test/ab/82/summary/?accountId=1091932

Valentin Yeo
updated description.

Valentin Yeo
prioritized this task to

Urgent

Valentin Yeo
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to this task.

Valentin Yeo
updated description.

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TEET-96

Status

Wins

Due date

Project

Teethlovers

Priority

Urgent

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