Results: With or without the sticky “add to cart” button?

With sticky "add to cart" button

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Without sticky "add to cart" button

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With or without the sticky "add to cart" button?

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Difference Between Versions:

Version A – With sticky “add to cart” button
Version B – Without sticky “add to cart” button

Note, original images were in dutch. The button text has been translated in the screenshots provided


Key Performance Indicator (KPI): 

Completed orders


Test Goal:

Increase the number of shoppers completing a purchase

 

Traffic Source:

Mobile visitors from direct, search, referral, organic, paid, affiliate, social, and existing email list

 

Audience: 

Mostly females visitors between 25-34 years of age, but also a large group of customers in the 55-64 age range

 

Organization: 

Miss Etam - a popular Dutch women's fashion retailer

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Test Run By

De Nieuwe Zaak

Test Run For

Miss Etam

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

A

Poll Results - The Best Guesses:

With or without the sticky "add to cart" button?

  • Version A
  • Version B
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Test Details & Background:

The Dutch digital commerce agency, De Nieuwe Zaak ran this smart shopping cart test for their client, Miss Etam, the popular Dutch women’s fashion retailer.

After conducting a data-driven analysis, the agency saw the drop-off rate on the Miss Etam’s product detail page was 8% higher on mobile, than desktop.

Wanting to close this mobile conversion gap, and encourage more mobile visitors to add products to their shopping cart, the testing team wondered if adding a “sticky,” or persistent, Call To Action (CTA), that scrolled with the user, would help.


Hypothesis:

The team suspected showing mobile visitors a sticky “add to cart” and size selector button would make the CTA more prominent, consequently making the action of adding products to the cart easier. As a result, more shoppers would add to cart, and ultimately go on to make a purchase.

However, the team also acknowledged adding the big, bold button on mobile devices could backfire. With such limited screen real estate, the added element could distract visitors, diminishing conversions.

So, decided to test what was best.


 

Poll Results - The Best Guesses:

With or without the sticky "add to cart" button?

  • Version A
  • Version B
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4
COMMENTS: Tell Us Your Thoughts.

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Sholom
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Sholom

I chose B because I felt that the sticky add to cart was applying too much pressure on the customer.

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