Call to action on a product card

Overview

The project is about correcting and better organizing the main cta button (Order) and the secondary button (More) for promoted and standard product cards. 
Promoted and standard offer cards were on one offer page side by side.

Problem

The lack of a cta button on the standard offer card was supposed to increase CR conversion 
for promoted offers. There was a user's confusion due to the lack of consistency in navigation 
- in the same place on the card we can find buttons with completely different actions. 
The user did not understand why one offer could take the main action and the other did not. 
Entries to the promoted product page dropped significantly, which resulted in a reduction in 
the number of opinions and comments.

Solution and A/B test

Two alternative versions have been proposed, versions that maintain the consistency of the interface and better emphasize the promoted offer. Both versions and the original version went to 4-week 
A / B tests with a split of 34% for the original version and 33% for the alternative versions.

Variant 1 assumed keeping the same position of the `More` button and hiding the cta button 
for the standard offer card.

Variant 2 assumed a double button layout, the main cta and the secondary side by side.

Result

Alternative variant 2 wins.
A/B tests showed slight differences between the three versions in terms of cta conversion 
for promoted product cards, however, the number of passes to the product description page increased. Tests with users also showed a better understanding of the lack of a cta on standard offers and a better understanding of the product card interface.

Results for the selected version (variant 2) compared to the original version

Thanks!