Results: With Or Without the “Add to Cart” Buttons?

Without "Add to Cart" buttons

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With "Add to Cart" buttons

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With Or Without the "Add to Cart" Buttons?

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Difference Between Versions:

Version A: Without “Add to Cart” buttons on category pages
Version B: 
With “Add to Cart” buttons that had “quickview” functionality


Key Performance Indicator (KPI): 

Revenue Per Visitor (RPV)


Test Goal:

Increase the number of people adding items to cart and making purchases

 

Traffic Source:

All desktop traffic - primarily male (52%), returning visitors (55%), aged 25-44 years (60%)

 

Audience: 

 

Organization: 

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Test Run By

Elite SEM

Test Run For

U.S. Polo Assn.

Test Run On

Convert.com

WINNING VERSION

B

Poll Results - The Best Guesses:

With Or Without the "Add to Cart" Buttons?

  • Version B
  • Version A
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Test Details:

For U.S Polo Assn. — a brand that’s been around since 1890 — staying relevant in the digital age is key. That’s why they turned to the award-winning digital optimization agency, Elite SEM, to test what’s best to increase online conversions.


Background:

Looking to lift product purchases, Elite SEM’s testing team questioned whether adding “Add to Cart” buttons on U.S. Polo’s category pages would make it easier for shoppers to directly choose products, enabling quicker, easier checkout.

The team figured shoppers with high purchase intent, or those really interested in buying the brand, would appreciate a simplified user experience.

Including an “Add to Cart” button meant shoppers could get a “quickview” of the items in their cart and promptly purchase — without needing to go through a drawn out checkout process.

The quickview functionality allowed users to easily select size and color, all in one spot, without needing to sift through different sections of the website. The functionality essentially eliminated extra steps in the conversion funnel.


 

 

Poll Results - The Best Guesses:

With Or Without the "Add to Cart" Buttons?

  • Version B
  • Version A
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