Adding a cart icon to the "Add to Cart" button aimed to improve clarity and usability. Discover how this change impacted conversion rates.
Adding a cart icon to the "Add to Cart" button impacts user engagement and conversions
Goal
CVR
Result
-10.64% (CVR) CVR
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
IF we add a cart icon to the "Add to Cart" button, THEN conversions will increase, BECAUSE it improves clarity and usability.
A cart icon was added to the "Add to Cart" button on product detail pages to provide an additional visual cue for the purchase action.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+1.2%
Average order value
NaN%
Revenue change
-1.5%
visitors
Adding a cart icon to the ATC button caused a significant -10.64% CVR drop and -11.9% ATC decline. The icon likely disrupted users' learned interaction pattern with the existing button design. What seemed like a minor visual enhancement may have introduced unfamiliarity or made the button appear different enough to cause hesitation. The +1.2% AOV lift among remaining buyers was negligible compared to the conversion loss. Small UI changes on high-traffic elements can have outsized negative effects when they alter established user expectations.
Detailed results breakdown
Average order value
+1.2%
Lift in conversion rate
-10.6%
Change in revenue per visitor
-9.5%
Change in amount of orders
-11.9%
Revenue change
NaN%
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