Experiments

FLOATING CHECKOUT BUTTON

The Experiment in Action

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.

CONTROL – MOBILE

TREATMENT – MOBILE

Floating Checkout Button Experiment

How It Works

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 Testing 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.

Results: Floating Checkout Button Experiment

Average performance numbers are based on results from July 24, 2018 to September 15, 2019 from 25 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

+0.53%

+0.09%

+0.30%

269,806

278,085

Results: Floating Checkout Button Experiment

Average performance numbers are based on results from July 24, 2018 to September 15, 2019 from 25 merchant sites.

Average Experiment Results So Far*

Mobile

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+0.53%	+0.09%	+0.30%

Total Visitors: Treatment: 269,806 | Control: 278,085

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: Floating Checkout Button

What It Means

This experiment continues to provide polarizing results — with some merchants experiencing strong RPV lifts and others achieving only marginal RPV lifts or drops.

Things to Consider

Merchants should experiment to see whether the use of just one button or the use of two buttons has an impact on RPV. This is especially recommended for merchants who only have one baseline floating checkout button on their mobile cart page.

Who Should Try It

The Floating Checkout Button is available for any merchant that does not currently have a floating checkout button on the cart page.

Who Should Try It

The Floating Checkout Button is available for any merchant that does not currently have a floating checkout button on the cart page.

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