How a Simple A/B Test Drove $112K in Revenue in 30 Days

As marketers, it feels as if we’ve come to accept that driving results has to take a long time, from content development, to technical SEO, to link building, and more. While all of those are critical to steady growth and are central to our typical SEO engagements, we shouldn’t ignore  the power of layering on simple but effective low-hanging fruit that can have an immediate impact. 

Like a single A/B test.

An A/B Testing Case Study

For one of our existing SEO clients, we had already completed a lot of the SEO heavy-lifting, with detailed technical fixes, a built-out content strategy, content optimizations, and more.  But we didn’t stop there.  We decided to also layer on a CRO (conversion rate optimization) initiative, after spotting several opportunities to improve their conversion rate across the site. On top of providing recommendations to optimize their main conversion pages, we also began a series of A/B tests, meant to validate the impact that our recommendations would have on conversion rates. 

For one of these A/B tests,  we took a look at their website’s user experience and noticed one detail: the primary call-to-action (CTA) button in the header was a dark blue color that didn’t stand out from the rest of the site’s design.  Our hypothesis? Changing the button to a brighter color (that also matched their brand colors better) would draw users’ attention to it and result in a higher conversion rate.

So we decided to test it.

We ran a basic A/B test comparing the original dark blue button to a light green variant that had more visual contrast.

The test was simple. There were no layout changes, no new copy, and no design overhaul. Just a different button color, tested on a 50/50 traffic split within our A/B testing platform.

After 30 days, here’s what we found:

• Original dark blue button: 0.43% conversion rate
• Light green button: 0.81% conversion rate

That increase might not seem dramatic on the surface, but when applied across the client’s monthly traffic and their average order value, it translated to 15 additional conversions and $112,000 in additional projected lifetime revenue—from a single color change.

Why This Test Worked

Visual hierarchy matters. The CTA button is often one of if not the most important elements on a webpage. It directs users on what to do and helps guide their journey from visitor to customer. But if that CTA blends in with the rest of the design, it gets ignored—even if the page copy is spot on.

In this case, the dark blue button got lost, even against a white background. The light green button, on the other hand, popped visually. It attracted attention and encouraged clicks.

This wasn’t a wild guess—it was a hypothesis based on experience and validated through testing. And while the test was simple to execute, the process behind it was rooted in strategic thinking and thousands of hours of practice.

The Problem with A/B Testing in Practice

Here’s the catch: A/B testing isn’t always this straightforward or this effective, as many marketers know.

Most marketers know that testing is important, but a lot of teams abandon it quickly. They run a few experiments that don’t move the needle and conclude that testing isn’t worth the effort.

There are a few reasons for this:

• Lack of traffic: Not enough site visitors to make significant conclusions.
• Poor hypothesis design: Testing arbitrary changes with no strategic CRO reasoning.
• No follow-through: Tests are run, results are inconclusive, and nothing is implemented.

We get it. Testing takes time, patience, and the right infrastructure. And sometimes, even smart tests won’t lead to wins. But if you’re not testing at all, you’re flying blind—and leaving easy dollars on the table.

The Directive Difference

What makes testing work at Directive is the way we operate: as a team. As an SEO Strategist, I’m blessed to work with some of the most talented and skilled marketers in the world.  As a team, we are constantly sharing results, insights, and learnings from across our client base. That means every test (whether successful or not) adds to a growing pool of real-world data that we can use for all our clients.

In other words, when one client benefits, all clients benefit.

This approach allows us to identify patterns, spot opportunities faster, and implement high-impact changes with a higher success rate. That button color test? It wasn’t our first, and it won’t be our last—but now it’s one more insight we can bring to the table for every future client.

Let’s not forget – this A/B test represents only a small part of our overall strategy.  We’ve already made strong progress with our long-term initiatives, and there’s so much more ahead for this client. That said, this test proves something important: while long-term strategy lays the foundation, identifying short-term wins and thinking creatively about how to drive immediate impact is just as essential to delivering outstanding results.

Why CRO Deserves Your Attention

If your marketing strategy is focused solely on acquisition and long-term strategy, you’re only seeing half the picture. Getting people to your site is critical, but converting them once they arrive is where the ROI lives.

Conversion rate optimization (CRO) is often treated as a nice-to-have, but we’d argue it should be foundational. Why spend more on traffic if your site isn’t designed to convert it?

A/B testing is just one part of a broader CRO strategy, but it’s a powerful one. It allows you to move beyond guesswork, validate assumptions quickly, and make data-driven decisions that lead to measurable business impact.

Ready for Results?

If you (or your marketing agency) aren’t consistently testing and optimizing your website, you’re likely missing out on untapped revenue. Sometimes, the difference between stagnation and growth isn’t a massive campaign, but a small test that’s been right under your nose.

At Directive, we’re committed to helping our clients uncover that missed revenue and opportunities, one test at a time.

If you’re ready to find yours, we’re happy to help. Get started today.