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Optimal CTA design: Unacademy's A/B test

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The bottom line

A thin-bordered "See all free classes" button (Variant C) got the most clicks in Unacademy's three-way test, beating the original and a design matched to existing UI. Small changes to a CTA's look can noticeably change how many users discover trending classes.

Key takeaways

  • The thin-bordered button won clearly. It drew the most clicks of the three designs.
    • Variant C generated 13k clicks, against 9k for the original (A) and 7k for B.
  • Matching the existing UI did not help. Variant B did worse than the original.
    • B drew 7k clicks, 2k fewer than A.
  • The test was a fair split of users. Users were divided equally among the three options.

The test setup

Three CTA designs tested for trending-class discovery
A: OriginalB: UI-matchedC: Thin border
Button styleExisting CTALike other UI partsThin-bordered button
Idea behind itBaselineBlend in with the appLight, distinct outline
Traffic share1/3 of users1/3 of users1/3 of users
OutcomeBaselineFewer clicks than AMost clicks
Matching the existing UI did worse than the original, and the thin border won.

Unacademy tested two new CTA designs against the original to get more clicks on a button that surfaces trending classes.

  • The goal was to make trending classes easier to discover.
    • The test ran on the class carousel with a "See all free classes" button.
    • Success was measured by user clicks on this CTA.
  • Two variants were compared with the original.
    • Variant B aligned the button with existing UI components.
    • Variant C used a thin-bordered button.
Version A and version B as Unacademy tested them.
Version A and version B as Unacademy tested them. Screens from abtest.design.

The result

Thin-bordered button drew 13k clicks, far ahead
k clicks
C: thin border13
A: original9
B: matches UI7
Users were split equally across the three designs, so the click totals compare directly.

Variant C won by a wide margin in total clicks.

  • Variant C led on clicks.
    • C: 13k clicks.
    • A (original): 9k clicks.
    • B: 7k clicks.

In the growth library

Unacademy, Misc test. A CTA design test on a class carousel showed that a thin-bordered button beat both the original and a button that matched the existing UI. The winning variant drove 13k clicks versus 9k and 7k for the others.

Lessons that draw on this:

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