Experiments

ADD-TO-CART POP-UP MINICART

The Experiment in Action

Hypothesis

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.

CONTROL – MOBILE

TREATMENT – MOBILE

Add-to-Cart Pop-up Minicart Experiment

How It Works

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 Are Testing 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.

Results: Add-to-Cart Pop-up Minicart Experiment

Average performance numbers are based on results from May 22, 2018 to September 15, 2019 from 10 merchant sites.

Average Experiment Results So Far*

Device Type

Average Lift

Total Visitors

Revenue per Visitor
(RPV)

Conversion Rate
(CR)

Average Order Value
(AOV)

Treatment

Control

Mobile

+0.41%

-1.15%

+1.04%

481,678

485,888

Desktop

+7.19%

+4.20%

+3.44%

437,326

406,819

Tablet

-9.80%

-8.99%

-2.19%

19,759

23,366

Results: Add-to-Cart Pop-up Minicart Experiment

Average performance numbers are based on results from May 22, 2018 to September 15, 2019 from 10 merchant sites.

Average Experiment Results So Far*

Mobile

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+0.41%	-1.15%	+1.04%

Total Visitors: Treatment: 481,678 | Control: 485,888

Desktop

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+7.19%	+4.20%	+3.44%

Total Visitors: Treatment: 437,326 | Control: 406,819

Tablet

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
-9.80%	-8.99%	-2.19%

Total Visitors: Treatment: 19,759 | Control: 23,366

Distribution of Average RPV Lift for All Traffic

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: Add-to-Cart Pop-up Minicart Experiment

What It Means

Data to date suggest the presence of the minicart is particularly effective in motivating desktop shoppers to complete their purchase. This past quarter, desktop conversions increased by 4.20% and Revenue per Visitor (RPV) increased by 7.19%. Mobile results experienced a slight dip this quarter, but continue to be positive overall. The slight dip may suggest that the limited screen space of mobile devices makes the minicart slightly less effective as a checkout motivator as compared to desktop. That said, many merchants are still benefiting from this experiment and we suggest giving it a try.

Who Should Try 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.

Who Should Try It

Related Experiments

FLOATING ADD-TO-CART BUTTON

DISPLAY CART TOTAL IN HEADER

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