Results: With or without the add to cart buttons on mobile?

With "add to cart" buttons

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Without "add to cart" buttons

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With or without the add to cart buttons on mobile?

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Difference Between Versions:

Version A – With “add to cart” buttons on category page
Version B – Without “add to cart” buttons on category page


Key Performance Indicator (KPI): 

Add to cart conversions


Test Goal:

Increase the number of mobile users adding items to their carts

 

Traffic Source:

Mobile uses coming through direct, search, referral, organic, paid, and social channels

 

Audience: 

Mobile shoppers, in Australia, shopping for stationary products

 

Organization: 

Officeworks: Australia’s largest stationary supplier

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Test Run By

Officeworks

Test Run For

Officeworks

Test Run On

Optimizely

WINNING VERSION

A

Poll Results - The Best Guesses:

With or without the add to cart buttons on mobile?

  • Version A
  • Version B
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With the added “add to cart” buttons worked best!


Test Details & Background:

Officeworks is Australia’s largest supplier of office and stationery products.

Conducting this superb stationary study, in-house, on their own site, Officeworks’ testing team wanted to determine whether placing “add to cart” buttons on the category page would improve, or hinder conversions, for mobile shoppers.

Originally, the mobile view did not feature any add to cart buttons on the category page.

To purchase a product, customers had to click on the thumbnail graphic of the product of interest. Shoppers were then brought into a product page, which displayed additional images, and offered more information about the item.

On the product page, shoppers had to click the “add to cart button” to move to the next step in the funnel, and get to the checkout.

The Officeworks team intentionally created this navigational flow so interested shoppers could easily gather more details about the item, on the product detail page, before adding it to their cart.

However, the testing team wondered if this multi-step process was inhibiting conversions. Especially for simple stationary products, like highlighters and pens, which didn’t require customers to intimately read product details, before feeling informed enough to make a purchase.

Instead, the basic details, like item name, a picture, and the price — available on the category page — were probably sufficient — particularly for busy office workers and shoppers, in a rush, browsing on their mobile devices.


 

Poll Results - The Best Guesses:

With or without the add to cart buttons on mobile?

  • Version A
  • Version B
Loading ... Loading ...
oh_snap-mobile

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