Does replacing check latest price lift buying guide conversion?
Our buying guides used check latest price buttons, though the page showed no live price. We changed them to see plus the product type. Conversion rose 1.1% over 19 days and was not significant.
Not significant Responsive 19 days Not called
The hypothesis
By replacing the check latest price button with see plus the product type, we will stop promising something the page cannot show, resulting in more trust and more conversions.
The buttons on the guide said check latest price, but the page could not show a live price. The wording promised something the site could not deliver on the page.
We changed the button to see plus the product type the guide covers, across 5 guides, so the label described exactly what the click would show.
What we changed
We changed check latest price buttons to see plus the product type.
The control buttons read check latest price. Var A replaced the label with see plus the product type covered by each guide. The test ran across 5 guides at once. The cards, picks and page layout stayed the same.
- Button reads see plus the product type
- Runs across 5 guides
The result
Conversion rose 1.1% over 19 days and was not significant.
In the first week, both click-through and conversion showed a strong lift. As traffic built, the results leveled out. Conversion finished 1.1% above the control, too small a change to reach our confidence bar, so we paused the test.
What we would do next
Clearer button wording alone did not move conversion.
The early lift faded as more readers came through, so the label was not a lasting driver on these guides. We would pair honest button wording with a stronger change, such as ratings or a quick list, rather than test it alone again.