The Trex shop sells lighting and railing, and allows customers to order decking samples. The only way to get to that store from the site was to click on “Order Samples.” They decided to emphasize the call to action to open the store, with a more prominent SHOP TREX button.

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168% increase in CR

The conversion rate achieved by the new CTA button was 2.68x that of the original.

56% increase in AOV

Users who purchased after clicking this CTA had a much higher average order value, suggesting they’re further exploring the store and purchasing more products.


Moving an Important Item to the Top of the Menu

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