📊 Product Landing Page Experiment
Variants A–H · June 1 – August 9, 2026 · impacts on CTA click, add-to-cart & purchase
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Primary recommendation: Implement Variant C as the new landing page. It delivers a ~48% uplift in click-through rate and consistent add-to-cart volume, though final purchase rate is similar to others due to the funnel structure. Its massive click advantage makes it the strongest candidate for moving users into the conversion path.
📈 Funnel performance by variant
Click-through rate (visitors → clicks)
Add-to-cart / click (post-click conversion)
Purchase rate / add-to-cart
Overall purchase rate (visitors → purchase)
🔍 Variant deep-dive
Clicks per 1000 visitors (normalized)
Add-to-cart per 1000 visitors
Purchases per 1000 visitors
🧾 Aggregated totals & funnel rates
| Variant |
Visitors |
Clicks |
Add to cart |
Purchases |
CTR |
Add-to-cart / click |
Purchase / cart |
Overall purchase |
📅 Daily click-through comparison: C vs all other variants
7-day rolling average of CTR (click/visitor)
Key observations:
- Variant C consistently outperforms all other variants in click-through, averaging ~48% CTR vs ~35-36% for others.
- Despite lower post-click conversion to cart, C still generates most add-to-carts and overall purchases per 1000 visitors among all variants.
- Variant E shows the weakest CTR and lowest overall engagement.
- Purchase rates (purchase / add-to-cart) are relatively stable across variants (30-35%), suggesting the changes mainly impact earlier funnel stages.
- Variant F also performs well on purchases per visitor but clicks significantly less than C.