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UI Elements

Buy Now vs See Pricing CTA A/B Test

“See pricing” suggests a smaller next step than “Buy now.

  • UI elements
  • Purchase conversion rate (CR)

Variant A vs Variant B

Two alternatives; neither is the incumbent.

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Options
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UI elements
Difference
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Hypothesis

” It may generate more clicks without more buyers. Run this copy test only if the unchanged destination accurately matches both labels; if it completes a purchase immediately or only requests a quote, resolve that mismatch first.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases among eligible assigned visitors who see the CTA during the same follow-up window; both labels must be accurate for the same flow.

Other metrics

  • Button click-through rateReport clicks as a diagnostic measure; purchase completion is the outcome.
  • Intermediate-step completion rateMeasure intermediate steps using the same assigned-visitor denominator.
  • Time to purchaseMeasure time from CTA impression to completed purchase; report non-purchasers separately.

What to check before and during the test

  • LabelsCompare “Buy now” and “See pricing” only when both accurately describe the same destination.
  • FunnelTrack clicks through to completed purchase.
  • Single CTADo not add a second button; a two-CTA layout is a different test.
  • MeaningKeep price disclosure, destination steps and actual commitment unchanged.
  • AudienceReview new visitors and predefined high-intent segments separately.

Setup mistakes to avoid

  1. 1Use purchase completion as the primary outcome, not an intermediate click.
  2. 2Do not change CTA wording and price presentation together.
  3. 3Do not present a low-commitment label that leads to a high-commitment action without saying so.
  4. 4Keep the existing action hierarchy unchanged.
  5. 5Make sure the next step matches the CTA label.