A/B tests on a simple button increased a manufacturer’s quote requests by 10%

Prolube Lubricants produce hig quality motor oils and industrial lubes right here in Australia.


With many types and uses for oils, advice and selection can be time-consuming and confusing. Especially over the phone. Besides that, technical documents and books can be difficult to decipher at times.

As a result, the team at Prolube took the initiative to set up an oil selector tool which is very easy to use. By simply answering a few questions, the oil selector tool does the thinking for you.

The problem was, not many people were using the tool. It was a new feature. And as it turned out, they were missing it on the website.


Running a simple A/B test proved a winning solution that brought a lot more people’s attention to the oil selection tool.

Rather than a basic button test that involves changing the colour or wording on a button, we aimed for something more substantial. Our test involved moving the button to a more prominent location on the home page and changing its size and shape altogether. This proved to have a big impact.



We had a clear winner after only a week. The ‘stand out’ button, separated from the main navigation, could hardly be missed, and button clicks increased by 45%.

This resulted in 19% more product orders. More website visitors were finding what they wanted and following through to submit an order.



More clicks

The winning button proved a big response over just 7 days.


More orders

Because more people for getting help from the tool, Prolube experienced an increase in online orders.

So you see, just one change can make a substantial difference. Continuing with tests and finding winning solutions, these accumulative increases just keep coming.

Want to know how we can get you more business through your website?