Talk to a humanThe add-to-cart button on product pages got a cart icon to make its purpose clearer. Conversion fell instead, and testing showed the cost.
A Cart Icon on the Add-to-Cart Button Cuts Conversion Rate 10.6%
Goal
Conversion rate
Result
-10.6% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we add a cart icon to the add-to-cart button, then more shoppers will add to cart and buy because the icon makes the button easier to recognize.
What We Changed
- Added a cart icon to the add-to-cart button on product pages.
- Aimed to make the button's purpose clearer at a glance.
The Results
How the new version compared with the original, across all devices.
-10.6%
Conversion rate
-11.9%
Orders
-9.5%
Revenue per visitor
Key Learnings
- Conversion rate fell 10.6% and orders 11.9%, and the original had a 73.8% probability of performing better.
- Mobile took the bigger hit, with conversion rate down 13.1%.
- With 5,609 visitors over 16 days, the result is far from significance. Still, conversion, orders and revenue per visitor all fell.
- A familiar button didn't need extra decoration to be understood.
Detailed results breakdown
Conversion rate
-10.6%
Orders
-11.9%
Revenue per visitor
-9.5%
Average order value
+1.2%
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