Project Title

Chelsea Ticketing Page CTAs: “£Price” vs. “Buy Now”

The Challenge

The goal was to increase engagement and conversions on the Chelsea ticket options page. The hypothesis was that replacing static price labels with a more action-oriented “Buy Now” CTA would drive more clicks and potentially increase ticket sales, though it might reduce clarity or affect secondary content engagement.

My Role

I led the experimentation strategy, designed the A/B test in Optimizely, defined success metrics, and analyzed the results. I also collaborated with design and content teams to implement the CTA variation and ensured proper tracking was in place.

Tools & Setup

– Optimizely: A/B test setup and traffic split
– GA4 / Contentsquare: Conversion and engagement tracking
– Excel / Looker Studio: Data analysis and visualization

Tracking was implemented as events in Optimizely and as Goals in Contentsquare for CTA clicks, ticket purchases, and secondary content engagement.

What We Tested

We tested two CTA formats on the Chelsea ticketing page:
– Original: CTAs displayed the ticket price (e.g., “£137.85”)
– Variation: CTAs displayed “Buy Now” instead of the price

The test ran from 31 March to 30 April 2025 with a 50/50 traffic split across all visitors.

What I Found

Primary Metrics – Chelsea Tickets

Metric	Original – £	Variation – Buy Now	Uplift
Impressions	50,013	49,900	—
CTR – Member Ticket Panels	11.48%	22.17%	+93.1%
CTR – Public Ticket Panels	26.38%	67.98%	+157.7%
Conversions (Member Clicks)	5,743	11,064	+93.1%
Conversions (Public Clicks)	13,192	33,923	+157.7%
Revenue – Chelsea Tickets	—	—	+3.26%
Quantity – Chelsea Tickets	1,205	1,246	+3.40%
Statistical Significance	—	✅ (Both metrics)	—

Secondary Metrics – Other Categories

Category	Original Qty	Variation Qty	Qty Change (%)	Original Revenue	Variation Revenue
Show Tickets – Hampton Ct	119	99	-16.8%	—	— (-13.2%)
Show Tickets – Malvern	14	30	+114.3%	—	— (+114.1%)
Show Tickets – Wentworth	5	5	0.0%	—	— (-10.3%)
Membership	292	256	-12.3%	—	— (-12.5%)

Both member and public ticket conversion uplifts were statistically significant at the 95% confidence level.

What I Learned

– What worked well: Action-oriented CTAs like “Buy Now” significantly increased engagement and conversions for the primary goal.
– What I’d do differently: Explore hybrid CTAs (e.g., “Buy Now – from £130”) to maintain urgency while preserving clarity.
– Surprises: Malvern ticket sales unexpectedly rose by 114%, suggesting potential spillover interest.

📸 Visuals

RHS Chelsea Ticket Options page: clickRate

Feedback welcome.

I welcome your thoughts—whether it’s feedback on this test or ideas for future experiments, feel free to reach out.