Talk to a humanMobile product cards got a floating cart icon so shoppers could add items without opening each product page. Fewer shoppers converted, but those who did spent more.
Quick Add-to-Cart Icons on Mobile Collection Cards Show Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
-5.6% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we add a visible add-to-cart button to mobile collection cards, then add-to-cart rate from the collection page will increase because shoppers won't need to open each product page first.
What We Changed
- Added a floating cart icon to each product card on mobile collection pages.
- Added the default variant to the cart with one tap.
- Prompted shoppers to pick a variant, such as size, when one was required.
The Results
How the new version compared with the original, across all devices.
-5.6%
Conversion rate
-2.4%
Add-to-cart rate
-5.0%
Orders
Key Learnings
- Conversion rate fell 5.6% while revenue per visitor rose 2.9%, so the net effect on sales is unclear.
- On conversion rate, the original had a 79.3% probability of performing better, short of significance.
- Add-to-cart rate, the goal of the change, fell 2.4%, so the shortcut didn't lead to more adds.
- Average order value rose 7.2%, which kept revenue per visitor from falling along with conversion rate.
Detailed results breakdown
Conversion rate
-5.6%
Add-to-cart rate
-2.4%
Orders
-5.0%
Revenue per visitor
+2.9%
Average order value
+7.2%
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Other experiments we've run
Product Page (PDP)
Positive signal
A Single Price-Aware Shipping Message on Product Pages Shows a 7.1% Conversion Rate Lift
Product pages swapped two overlapping free shipping messages for one that depends on the product's price. See how 24,464 visitors responded.
+7.1% Conversion rate
Cart
Positive signal
A Pop-Up Mini Cart Shows a 3.6% Conversion Rate Lift
After adding a product, shoppers saw a redesigned mini cart instead of being sent to the cart page. See how it affected checkout across 26,208 visitors.
+3.6% Conversion rate
Product Page (PDP)
Inconclusive
Product Badges on Product Page Images Make No Clear Difference to Conversion Rate
Product pages showed badges like New and Best Seller on the main image, matching collection page cards. Across 20,113 visitors, it made little difference.
-0.5% Conversion rate