THE HYPOTHESIS
While auditing competitor websites, I noticed many were using orange CTA buttons while we were using red. I wanted to test whether the color shift would lift our click rate.
Ran an A/B test on the primary CTA, swapping the red button for an orange variant while keeping copy and placement identical.
THE RESULT
The orange variant outperformed the red control, lifting click rate from 43.61% to 44.26%, a small change with meaningful downstream impact at scale.