How do I A/B test CTAs?

CTA testing follows standard A/B methodology with clicks as the primary metric:

Test one element at a time:

Button text ("Shop Now" vs "See the Collection"). Button color (brand color vs high-contrast). Button size (standard vs oversized). Button placement (above fold vs after content). Number of CTAs (single vs multiple).

Create meaningful contrast: Test distinctly different options, not minor variations.

Measure clicks first since CTAs directly drive clicks. Validate with conversion rates to ensure clicks translate to outcomes.

Consider context: The best CTA depends on what precedes it. Test CTAs with consistent surrounding content.

Segment analysis may reveal that different CTAs work for different audience segments.

CTAs are the moment of decision. Small improvements compound across every email, making CTA testing high-value optimization.