Hypothesis
In the world of eCommerce, the more nudges you can give your shoppers toward the checkout page, the better your chances are of completing a sale. The Floating Checkout Button is a checkout design element that helps to increase conversion rates and mobile sales by making the next-step button more prominent and prompts shoppers to move along the checkout process.
THE RESULTS SO FAR*
RESULTS DISTRIBUTION
*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 Are Doing
A Floating Checkout Button has been added to the cart page. However, it is only visible when the original checkout buttons are not shown on the screen. This ensures that there is always at least one checkout call to action (CTA) available without overwhelming the user with an unnecessary number of buttons.
Why We Are Doing It
The fewer barriers against moving forward in the checkout process, the better. We wanted to ensure that regardless of where the user has scrolled to on the cart page, a checkout CTA is always visible for shoppers to move on to the next step.
ANALYSIS OF DATA
What It Means
Though many merchants experienced strong RPV lifts (33% had an over 9% lift), 25% of merchants that tested this template experienced marginal lifts or drops of ±2.5%. Which made us scratch our heads and dig deeper.
UNEXPECTED TRENDS
With a deeper look into the results, we uncovered a trend. 61% of merchants that only had one existing checkout button on the cart page experienced lift — outperforming those with two.
Merchants with One Checkout Button on the Cart Page:
Merchants with Two Checkout Button on the Cart Page:
Things to Consider
In early experimentation, not all merchants with two existing checkout buttons were unsuccessful, and vice versa. However, the experiment has been adjusted to target carts with single checkout buttons only. With this adjustment, we have seen almost 0.5% lift in RPV and marginal increases in CR and AOV as a result. Experiment with this eCommerce checkout design element and determine for yourself what will work best for your website.
WHO SHOULD USE IT
The Floating Checkout Button is available for any merchant that does not currently have a floating checkout button on the cart page.
INTERESTED IN LEARNING MORE?
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