A/B Test Brief: CTA Optimization for Online Pharmacy

Goal: Increase refill completion rate from the prescription landing page.

Test Type: A/B Test on CTA button text

Test Duration: 14 days

Traffic Split: 50/50 (Control vs. Variant)

Sample Size: 18,740 unique visitors

Primary Metric: % of users who completed a prescription refill from landing page

🎯 Hypothesis

Replacing the generic CTA “Refill Now” with the more urgent, personalized “Get My Medication” will improve refill completions by emphasizing ownership and immediacy.

🧪 Test Variants

Variant	CTA Button Text	Page Design	Notes
A (Control)	Refill Now	Standard	Default across all pages
B (Test)	Get My Medication	Same	Only CTA wording changed

📊 Results Summary

Metric	Variant A (Control)	Variant B (Test)	Change
Visitors	9,385	9,355	—
Refill Completions	843	986	+143
Conversion Rate	8.98%	10.54%	+17.4%
Avg. Order Value	$62.10	$61.70	−$0.40
Total Revenue	$52,350	$60,857	+$8,507

🔍 Insights

• The more personal language (“my medication”) significantly increased click-through and completion rates.

• While the average order value dropped slightly (likely due to more users refilling only one item), the net revenue increased by 16.2%.

• Mobile users showed the largest jump in completions (from 7.4% to 9.8%), suggesting that clearer, user-centered phrasing improves mobile performance.

🛠 Recommendations

• Roll out “Get My Medication” as the default CTA across desktop and mobile platforms.

• In upcoming campaigns, A/B test similar variations like:– “Get My Refill”– “Secure My Rx”– “Order My Next Dose”

• Consider pairing CTA language with personalization tokens:“Get [UserName]’s Medication” for logged-in users.

✅ Final Decision

Winning CTA: Get My MedicationDeployment: Rolled out on July 1 sitewide

Next Test Planned: Mid-August – testing CTA size & placement across device types