Case Study: Mother & Baby achieves up to 72% increase in CTA clicks with AB Tasty

Optimizing call to action copy on product and results pages

Mother & Baby, part of Bauer Media, needed to increase engagement and revenue from its product and category pages without disrupting the user experience. Working with AB Tasty, the publisher sought to optimize call-to-action copy across the conversion funnel using targeted multivariate testing to discover which wording best encouraged clicks.

AB Tasty implemented multivariate tests that replaced the default “buy” CTA with alternatives — “go,” “more info,” and “view” — consistently across category and listing pages. The results from AB Tasty were clear and measurable: “go” increased clicks by 35%, “more info” by 65%, and “view” by 72%, demonstrating that small, consistent copy changes can substantially boost engagement.

Mother & Baby