Hypothesis
Most mobile eCommerce checkout “continue shopping” buttons redirect the buyer back to the merchant’s homepage. Reconfiguring the button to return the buyer to the last shopping category or the product detail page will increase RPV.
This is one of two “continue shopping” button hypotheses being tested. Review early results from the SUPPRESS CONTINUE SHOPPING BUTTON experiment.
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
We are reconfiguring the “continue shopping” button to perform a more user-friendly action — returning the buyer to the last shopping category or the product detail page — instead of returning them to the homepage.
Why We Are Doing It
Redirecting the buyer back to the homepage makes the buyer work harder to find products that interest them. Returning the buyer to the last shopping category or the product detail page keeps them in an area that interests them and may increase RPV and optimize the online shopping cart process.
ANALYSIS OF DATA
What It Means
So far, there is a respectable increase in RPV among desktop users when the “continue shopping” button is reconfigured to point buyers back to their last shopping category or product detail page. This makes sense as desktop users are more inclined to browse and purchase multiple products than mobile users.
Things to Consider
Before conducting this experiment, merchants should consider whether their customers make multi-product or single-product transactions during eCommerce checkout and whether this differs across device type.
WHO SHOULD USE IT
We recommend this experiment for any merchant who currently have a “continue shopping” button on their eCommerce site and want to optimize their online shopping cart process.
INTERESTED IN LEARNING MORE?
Get deeper insights into over 120 mobile eCommerce checkout and online shopping cart optimization experiments available through the Initiative.