We tested adding an "Add to Cart" button on mobile collection pages to simplify the purchase process. Discover how this change impacted key performance metrics.
Add-to-Cart Button on Mobile Collection Pages To Boost Purchase Convenience
Goal
Add-to-cart rate
Result
-2.7% Add-to-cart rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
IF we add a visible “Add to Cart” button on mobile collection cards THEN the add to cart rate will increase BECAUSE it will be more convenient for users to add to cart from the collection page instead of having to go into each product detail page.
What We Changed
- Added an “Add to Cart” button on collection pages.
- Displayed the button as a floating icon on each product card.
- Prompted variant selection and enabled add to cart from the collection pages.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+6.4%
Average order value
+1.2%
Change in revenue per visitor
0.65%
Revenue change
Key Learnings
- The added button did not increase the add-to-cart rate as expected.
- Users may prefer viewing product details before adding to cart.
- The increased average order value suggests that those who purchased may have been more decisive.
Detailed results breakdown
Add-to-cart rate change
-2.7%
Average order value
+6.4%
Click-through rate change
+0.5%
Lift in conversion rate
-4.9%
Change in revenue per visitor
+1.2%
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