A call-to-action cannot be viewed in a vacuum; it must be viewed in context of the entire conversation that is occurring in the customer’s mind. By placing the lowest ticket price next to the “Find Tickets” CTA, customers looking at the surrounding offers and prices were more apt to click and convert. For single-game purchasers, they may be more motivated on price rather than having courtside tickets. By appealing to that need of finding the lowest ticket prices quickly, customers were more likely to convert. Having a higher ticket price next to the CTA may have also induced anxiety and friction for the customer. Seeing the highest price next to the CTA subconsciously hindered the purchasing process, but seeing the lowest ticket prices near the CTA invited more interest. Anxiety is lethal to conversion, and it can often be corrected with a simple, yet strategic, change to a product page element. Using proximity, the team placed the lowest price next to the moment of concern — the next step in the purchase process. The keys here are to take a step back, look at your pages from your customer’s point of view, and test all elements of a page. This testing may lead to increases in sales like it did for the Trail Blazers, but more importantly, you’re learning more about your customers. Get the full story at MarketingSherpa