The Experiment in Action
Hypothesis
On the product display page (PDP), the add-to-cart button reminds shoppers to add items to their cart and can help them to complete their purchase.
On mobile, a static add-to-cart button can be easily missed. Therefore, the addition of a floating add-to-cart button could increase Cart Rate* and Revenue per Visitor (RPV).
*Cart rate is defined as the percentage of all visitors that add at least one product to their cart.
CONTROL – MOBILE
TREATMENT – MOBILE
Floating Add-to-Cart Button Experiment
Results: Floating Add-to-Cart Button Experiment
Average performance numbers are based on results from April 13, 2018 to September 15, 2019 from 20 merchant sites.
Average Experiment Results So Far*
| Device Type | Average Lift | Visitors | |||||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| +0.71% | +0.80% | +0.06% | 2,577,327 | 2,371,707 | ||
Results: Floating Add-to-Cart Button Experiment
Average performance numbers are based on results from April 13, 2018 to September 15, 2019 from 20 merchant sites.
Average Experiment Results So Far*
 | Mobile |
| Average Lift | ||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| -0.71% | +0.80% | +0.06% |
Visitors: Treatment: 2,577,327 | Control: 2,371,707
Distribution of Average RPV Lift
for All Visitors
The RPV distribution shows a mixed reaction to this experiment with almost as many visits registering negative RPV lift as those showing positive lift.
Distribution of Average Cart Rate
for All Visitors
The cart rate distribution indicates that the treatment encouraged more add-to-cart actions. Deeper analysis may uncover why this is not translating to greater lifts in RPV.
*These results reflect the average findings for all participating merchants and are not guaranteed for all users.
Data Analysis: Floating Add-to-Cart Button Experiment
Average Experiment Results of
Post Add-to-Cart Transitions
| Add-to-Cart Transition | Visitors | Average Lift | |||
| Treatment | Control | Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | |
| Total | 2,577,327 | 2,371,707 | +0.71% | +0.80% | +0.06% |
| Standalone Pop Up Modal (8 merchants) | 1,005,681 | 1,012,191 | -4.01% | -4.57% | +0.65% |
| Same-Page Reload + Success Message (5 merchants) | 447,622 | 405,021 | +0.86% | +7.15% | -5.74% |
| Pop Up Minicart (3 merchants) | 169,407 | 175,152 | +9.54% | +4.03% | +5.14% |
| Send Directly to Cart (4 merchants) | 954,617 | 779,343 | +3.98% | +3.22% | +1.00% |
Things to Consider
Merchants should consider the behavior of their average shoppers by testing optimizations that streamline the journey along the conversion funnel. The floating add-to-cart button could usher shoppers along the conversion funnel and move them from the window shopper stage to the shopper stage. By experimenting with combinations of optimizations — like a floating add-to-cart button with a pop up minicart transition — merchants could effectively increase conversion rates along the checkout funnel. Experimenting with optimizations throughout the funnel could have a compounding effect in increasing total revenue.
Data Analysis: Floating Add-to-Cart Button Experiment
Average Experiment Results of
Post Add-to-Cart Transitions
Add-to-Cart Transition
| Average Lift | ||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +0.71% | +0.80% | +0.06% |
Total Visitors: Treatment: 2,577,327 | Control: 2,371,707
Standalone Pop Up Modal
(8 merchants)
| Average Lift | ||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| -4.01% | -4.57% | +0.65% |
Visitors: Treatment: 1,005,681 | Control: 1,012,191
Same-Page Reload + Success Message
(5 merchants)
| Average Lift | ||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +0.86% | +7.15% | -5.74% |
Visitors: Treatment: 447,622 | Control: 405,021
Pop Up Minicart
(3 merchants)
| Average Lift | ||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +9.54% | +4.03% | +5.14% |
Visitors: Treatment: 169,407 | Control: 175,152
Send Directly to Cart
(4 merchants)
| Average Lift | ||
| Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +3.98% | +3.22% | +1.00% |
Visitors: Treatment: 954,617 | Control: 779,343
Things to Consider
Merchants should consider the behavior of their average shoppers by testing optimizations that streamline the journey along the conversion funnel. The floating add-to-cart button could usher shoppers along the conversion funnel and move them from the window shopper stage to the shopper stage. By experimenting with combinations of optimizations — like a floating add-to-cart button with a pop up minicart transition — merchants could effectively increase conversion rates along the checkout funnel. Experimenting with optimizations throughout the funnel could have a compounding effect in increasing total revenue.
Who Should Try It
In isolation, the floating add-to-cart button alone may not have an immediate positive impact. However, testing the floating add-to-cart button in conjunction with optimized post add-to-cart transitions could have greater impact on RPV.
Merchants that already optimize add-to-cart transition behaviors are likely to succeed with the floating add-to-cart button experiment. Merchants that utilize a standalone pop up modal should still consider this experiment, since every shop is different and other unknown factors may still help to achieve better results.
Who Should Try It
In isolation, the floating add-to-cart button may not have an immediate positive impact. However, testing the floating add-to-cart button in conjunction with optimized post add-to-cart transitions can have greater impact on RPV.
Merchants that already optimized add-to-cart transition behaviors are likely to succeed with the floating add-to-cart button experiment. Merchants that utilize a standalone pop up modal should still consider this experiment, since every shop is different and other unknown factors may still help achieve to success.
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