A/B Testing

01 — Hypothesis

Our team's goal was to determine if changing the call to action (CTA) on the upsell global message bar would increase clickthrough rates (CRTs) to Paramount + across VH1.com.

02 — Variations

We tested three CTAs to determine which had the highest CTR:

A: Get Paramount+

B: Try Paramount+

C: Try Paramount+ for Free

We found that adding “Free” language on the CTA entices users more and complements the P+ Upsell Pop-Up better as it also uses similar language (“Try It Free”).


increase in CTRs on variation C, "Get Paramount+ for Free"


increase in CTRs on variation B, "Try Paramount+"

Variation C

"Try Paramount+ for Free" was the clear winner