Experiment context
Hypothesis. Replacing the standard URL with a CTA-style URL was expected to increase commercial relevance, CTR and transactions.
How the test ran. The analysis compares regions and landing-page variants across Google Ads and purchase metrics.
Traffic split. 50/50.
Performance results
N/A means the metric cannot be calculated because the baseline is zero or the metric does not apply; — means no source value was provided.
| Clicks | Impr. | Conversions | Cost / conv. | conv. rate | Transactions | CR (click-transactions) | |
|---|---|---|---|---|---|---|---|
| test | 170 | 1,739 | 11 | 37.30$ | 6.47% | 5 | 2.94% |
| original | 140 | 1,652 | 0 | 0$ | 0.00% | 3 | 2.14% |
Result. Successful in EU: the CTA URL produced 21% more traffic and 5 Google Ads transactions versus 0 for the original URL.
| Clicks | Impr. | Conversions | Cost / conv. | conv. rate | Transactions | CR (click-transactions) | |
|---|---|---|---|---|---|---|---|
| test | 113 | 1,909 | 1.67 | 286.60$ | 1.47% | 2 | 1.77% |
| original | 96 | 1,779 | 2 | 205.43$ | 2.08% | 1 | 1.04% |
Result. Inconclusive in US: the test produced 2 transactions versus 1 for control; retain the original URL until more data is collected.
| Clicks | Impr. | Conversions | Cost / conv. | conv. rate | Transactions | CR (click-transactions) | |
|---|---|---|---|---|---|---|---|
| test | 32 | 275 | 1.67 | 58.13$ | 5.21% | 0 | 0.00% |
| original | 58 | 334 | 3 | 58.04$ | 5.17% | 4 | 6.90% |
Result. Unsuccessful in WW: test traffic fell 45% and produced 0 transactions versus 4 for the original URL.
Conclusions
Overall verdict: region-specific. Roll out the CTA URL in EU, where it produced 21% more traffic and 5 Google Ads transactions versus 0 for control. Keep the original URL in WW, where the test lost 45% of traffic and produced 0 transactions versus 4. Treat US as inconclusive because the result was only 2 transactions versus 1.
Limitations. transaction counts are low, especially in US, so small absolute differences are insufficient for a confident conclusion.