Talk to a humanMobile product cards on collection pages got a floating add-to-cart icon. The shortcut lowered conversion rate and cost orders.
Quick Add-to-Cart Icons on Mobile Collection Pages Cut Conversion Rate 4.9%
Goal
Add-to-cart rate
Result
-4.9% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we add a visible add-to-cart button to mobile collection cards, then add-to-cart rate will rise because shoppers can add products without opening each product page.
What We Changed
- Added a floating bag or 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 size first when a product had several variants.
The Results
How the new version compared with the original, across all devices.
-4.9%
Conversion rate
-2.7%
Add-to-cart rate
-5.4%
Orders
Key Learnings
- Conversion rate fell 4.9% and orders 5.4%, so the shortcut lowered sales.
- On mobile, where the icon appeared, conversion rate fell 7.7%.
- Add-to-cart rate, the metric the test targeted, fell 2.7%, with a 75.4% probability that the original performs better on it.
- Average order value rose 6.4%, which kept revenue per visitor roughly flat (+1.2%).
Detailed results breakdown
Conversion rate
-4.9%
Add-to-cart rate
-2.7%
Orders
-5.4%
Average order value
+6.4%
Revenue per visitor
+1.2%
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Positive signal
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+7.1% Conversion rate
Search & Navigation
Inconclusive
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