Case Study: Peugeot achieves 22% more booking clicks and 19% more configurations with AB Tasty

Adapting CTA button design to direct the user journey

Peugeot, facing a market where 75% of buyers would opt to do the whole process online — "boycotting a car salesperson altogether" — engaged AB Tasty to improve on-site call to action (CTA) performance. The goal was to leverage the website to drive bookings and configurations while keeping dealerships involved, using AB Tasty’s A/B and split testing approach to optimize CTA design and placement.

AB Tasty implemented targeted CTA experiments — adding highlighted booking/configure buttons (RESERVER/CONFIGURER), boxing the "book" CTA with a bold blue line, and color-differentiating the "current offers" CTA — and measured the impact via split/A/B tests. The changes delivered a 22% increase in clicks and a 19% increase in configurations for the boxed booking CTA, plus a 13% uplift in clicks for the color-differentiated "current offers" CTA.

Peugeot