Case Study: RIPT Apparel achieves 6.3% increase in purchases with VWO

RIPT Apparel Used VWO To A/B Test CTA, Leading To Higher Purchases

RIPT Apparel, a Chicago-based online retailer that sells a new limited-edition designer T‑shirt every 24 hours, wanted to turn the urgency of its time-limited drops into higher conversions but had never run A/B tests before. They engaged VWO to run their first A/B test on the product buy button to see if small changes could boost sales.

Using VWO, RIPT tested alternate CTA buttons—changing color and later emphasizing the 24-hour scarcity—and the winning Variation B (a prominent "ADD TO CART" button) increased purchases by 6.3% with no other changes to offers or products. RIPT credited VWO’s tool and support for the easy setup and impact, and the result spurred them to continue experimentation.

RIPT Apparel