Add a "Shop This Color" Button to PDPs
Explore our latest conversion rate optimization experiment, revealing a +3.4% increase in click-through rates and insights for Shopify merchants.
Metric
Clickthrough rate
Lift change
+2.6%
Control
Variation
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.
Detailed breakdown
Clickthrough Rate
+2.6%
Bounce Rate
-3.2%
Conversion Rate
-2.6%
Average Order Value
-7.6%
Revenue
-9.23%
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.
