Key Metrics
Test Duration
2 weeks
Sample Size
20,000 users
Traffic Split
50/50
Control CTR
19.89%
Variant CTR
61.16%
Test Variants
Control
Original CTA button
Variant
New CTA button
Quick Links
1. Test Overview
Objective1.1 Objective
Evaluate whether a new Call-to-Action (CTA) button design improves user engagement compared to the current design.
1.2 Hypothesis
Null Hypothesis (H₀)
There is no difference in click-through rates between the current and new CTA button designs
Alternative Hypothesis (H₁)
The new CTA button design has a different click-through rate than the current design
1.3 Success Metrics
Primary Metric
Click-through rate (CTR)
Success Threshold
10% improvement
Statistical Threshold
95% confidence
3. Results
Findings3.1 Performance Summary
Click Distribution by Group
| Metric | Control Group | Treatment Group | Absolute Difference | Relative Improvement |
|---|---|---|---|---|
| Sample Size | 10,000 | 10,000 | - | - |
| Total Clicks | 1,989 | 6,116 | +4,127 | +207% |
| Click-Through Rate | 19.89% | 61.16% | +41.27pp | +207% |
| 95% Confidence Interval | - | - | [39.9%, 42.6%] | - |
3.2 Statistical Analysis
Statistical Significance
- Test Statistic (Z-score): -59.44
- P-value: < 0.001
- Critical Value: ±1.96
- Result: Statistically Significant
Practical Significance
- Observed Effect: 41.27 percentage points
- Minimum Detectable Effect: 10 percentage points
- Ratio: 4.1x above threshold
- Result: Practically Significant
Confidence Interval Visualization
5. Business Impact Analysis
Projections5.1 Projected Impact
Based on current traffic patterns and observed performance lift:
Monthly Projections (Conservative Estimates)
Baseline Monthly Users
300,000 (estimated)
Current Monthly Clicks
~59,670 (19.89% CTR)
Projected Monthly Clicks
~183,480 (61.16% CTR)
Net Additional Clicks
+123,810 (+207% increase)
Annual Value Projection
Additional Annual Clicks
~1.48M clicks
Estimated Value per Click
$X.XX
Potential Annual Revenue Impact
$X.XX - $X.XX million
5.2 Risk Assessment
Implementation Risk
Low
UI change only
Revenue Risk
Minimal
Improvement is substantial
User Experience Risk
Low
Higher engagement suggests better UX
5.3 Success Monitoring
Post-implementation, monitor:
7. Recommendations
Action Items7.1 Primary Recommendation
IMPLEMENT IMMEDIATELY
The new CTA button design should be implemented across all user touchpoints immediately.
The results demonstrate:
- Exceptional statistical significance (p < 0.001)
- Massive practical significance (4x above threshold)
- Low implementation risk
- High business impact potential
7.2 Implementation Plan
Phase 1: Immediate Rollout (Week 1)
- Deploy new CTA button to 100% of users
- Monitor system performance and error rates
- Set up enhanced tracking for post-launch analysis
Phase 2: Performance Validation (Weeks 2-4)
- Daily monitoring of click-through rates
- Weekly cohort analysis to detect any performance degradation
- User feedback collection through surveys/support channels
Phase 3: Extended Analysis (Months 2-3)
- Full conversion funnel analysis (clicks → sign-ups → purchases)
- Segmentation analysis by user demographics, traffic source, device type
- Long-term performance sustainability assessment
- Revenue impact quantification
Phase 4: Optimization Iteration (Month 4+)
- Further CTA optimization based on learnings
- Cross-platform consistency validation
- Performance benchmarking for future tests