Adding a “Shop This Color” button on product pages aimed to boost engagement with color-related products. Discover how this change impacted user behavior and sales metrics.
Add a "Shop This Color" Button to PDPs
Goal
Clickthrough rate
Result
+2.6% Clickthrough rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we show a “Shop This Color” CTA on PDPs where the selected color appears across multiple products, then the clickthrough rate to color-related pages will rise because users interested in a specific color are likely to explore additional products that match their visual preference.
What We Changed
- Added a “Shop This Color” button to product detail pages.
- Button appeared when the selected color was available across multiple products.
- Positioned CTA near color swatches for visibility.
- Linked to a filtered page showing all products in the selected color.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+2.6%
Click-through rate change
-0.1%
Add-to-cart rate change
-0.1%
Change in amount of clicks
Key Learnings
- The button increased clickthrough rates, showing interest in color-specific exploration.
- Lower average order value and revenue suggest users browsed more but purchased less.
- Improved bounce rate indicates better initial engagement with the color-focused content.
- Positioning near color swatches effectively captured user interest.
Detailed results breakdown
Add-to-cart rate change
-0.1%
Average order value
-7.6%
Click-through rate change
+2.6%
Lift in conversion rate
-2.6%
Change in revenue per visitor
-6.8%
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