The Pizza Hut digital team A/B tested adding a CTA to each of the deal cards.
- Control: No CTA visible on deal card
- Variant: ‘Select’ CTA visible on deal card
In the variant, when a customer clicked on the deal card CTA, it opened up the deal builder experience where they could select their choice of pizza, toppings and drinks, then add that to their basket.
They ran the test for two weeks.
The “Select” CTA was added to the variant version on the right.