Keeping customers on the product details page (PDP) of the item they’ve just added to the cart is not an ideal user experience. Opening a pop-up minicart on the PDP will prompt the customer to complete the purchase immediately.
THE RESULTS SO FAR*
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
THE EXPERIMENT IN ACTION
CONTROL – MOBILE
TREATMENT – MOBILE
What We Did
In the control experience, the user remains on the PDP but is served with a success message. In the treatment experience, the user also remains on the PDP but is served an additional pop-up minicart with varying calls to action.
This test does not currently consider a control scenario in which there is a more custom modal pop-up meant to seize the user’s attention entirely. More to come on this one in the future!
Why We Did It
Many dynamic factors can alter a merchant’s optimal add-to-cart transition behavior—average order values, industry, and seasonality are just a few. Yet, while add-to-cart transitions are crucial elements of a merchant’s site configuration, they’re often overlooked in optimization testing.
ANALYSIS OF DATA
What it Means
So far, the experiment data suggests that the CTA buttons presented by the minicart are effective in keeping desktop buyers focused on the purchase transaction. Desktop conversions increased 6.59% and revenue per visitor increased 8.19% in the treatment group. On mobile, merchants experiemced a more minor lift (2.61%) in revenue per visitor but the overall impact on mobile is currently slightly negative. We will continue to monitor this in the months to come.
Things To Consider
Seasonal holiday shopping behavior could make a huge difference in the optimal add-to-cart transitions. During this time of year, buyers are often in a hurry—wanting to make quick purchase decisions to check items off from their gift-giving lists. We anticipate that this experiment will do well with holiday shoppers, so we will be watching this closely during the upcoming holiday season.
WHO SHOULD USE IT
All Magento 2 merchants should consider this experiment, especially those that use baseline transition functionality. This experiment provides a quick transition from the product page to checkout, without affecting the layout or functionality of the product page.