Case Study: Fab achieves a 49% increase in CTR by adding "Add to Cart" text with AB Tasty

49% Increase in CTR by Adding Text in the Call-to-Action Button

Fab, an online marketplace where members buy and sell apparel, home goods and accessories, faced low clarity around its “Add to Cart” control, which used only a shopping-cart icon with a “+” sign. AB Tasty used its A/B testing service to help Fab test whether a clearer call-to-action would drive more cart additions.

AB Tasty ran variants that replaced the icon-only button with text reading “Add to Cart” and measured clicks; the winning version produced a 49% increase in CTR versus the original. The test showed AB Tasty’s A/B testing approach delivered a clear, measurable uplift and demonstrated that explicit text CTAs outperform ambiguous symbols.

Fab