+86% click-through rate: A ‘New’ label doubles attention
A single word in the ‘Promotions’ navigation item increased click-through rate by 86.45%, at 100% statistical significance and without any visual redesign.
The result in one sentence
+86.45% click-through rate from a single ‘New’ label, at 100% significance.
Conversion Optimiser, UX Strategist, Test Manager, Hands-on Implementation
Content Manager / Publisher · UX/UI Designer
A navigation item containing promotions was simply being overlooked.
Starting point
The Promotions item disappeared into the navigation.
Goal
Create more attention for promotions without redesign or development effort.
Approach
Use microcopy as the smallest possible intervention.
Can language alone create interaction?
Hypothesis
The word New increases click probability through the novelty effect.
Background
People react strongly to novelty, including inside interfaces.
Risk
Overusing the effect would quickly reduce its credibility and impact.
An A/B test with a minimal change to the menu label.
Version A
Standard Promotions menu item. CTR 2.51%.
Version B
Promotions New. CTR 4.68%.
Test period
14 days and more than 6,800 clicks.
CTR uplift
+86.45%
Significance
100%
Effort
One word, no development ticket and no design cycle.
Insight
Microcopy can create attention without any visual change.
What I take away from it
Language triggers are underrated levers
The impact-to-effort ratio was one of the highest of my time at UPC.
Microcopy needs credibility
New only works while it is true. Otherwise it costs trust.
Plan for micro-experiments
I now test them systematically, especially in navigation and entry areas.
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