Before
The header prioritized creating a new store, an action aimed at entrepreneurs rather than larger brands that were already selling online.
Case study 路 Tiendanube blog
CTA for store migration
How we validated a new conversion point in the blog header with an A/B test to bring qualified traffic to the Tiendanube Evoluci贸n landing page.
+12%
increase in traffic routed to the Tiendanube Evoluci贸n landing page.
A/B
test used to validate the hypothesis before the final rollout.
Header
chosen as the priority placement because of its high click volume on the blog.
Situation
The landing page needed more qualified traffic
Tiendanube Evoluci贸n had a main landing page focused on conversion, but lead generation was not meeting the team's goal. One possible cause was the low amount of traffic reaching that page.
At the same time, the Tiendanube blog was one of the highest-volume organic channels. The opportunity was to connect that existing traffic to a clear path toward a solution designed for larger brands.
Task
Create an entry point without diluting intent
The challenge was to add a CTA in a sensitive space: the blog header, where there was already a high-performing button, "Create your store for free." The new message had to speak to a different audience without competing confusingly with the main flow.
The chosen copy was "Migrate your store" because Tiendanube Evoluci贸n is the solution aimed at larger brands that generally already have an ecommerce operation and need to move from another platform or a custom-built solution.
Action
Test the hypothesis with data before scaling
We ran an A/B test to compare the existing experience with a variant that added the new CTA next to the blog's main button. The test made it possible to assess whether the conversion point brought relevant traffic without relying on isolated opinion.
- We identified the header as the most-clicked element on the blog.
- We defined copy oriented to a specific need: migrating an existing store.
- We validated the variant with an A/B test before taking it to production.
- We used the result to support a permanent navigation decision.
After
The header offered a second clear entry point for more mature brands interested in migrating their operation.
Result
The variant won and shipped to production
The version with the additional CTA won the A/B test and generated a +12% increase in traffic routed to the Tiendanube Evoluci贸n landing page, the main lead conversion driver.
The button remained fixed in the blog header. The decision combined data reading, audience precision, and a copy choice aligned with the two possible moments for brands: starting or migrating.