Experiments

RECONFIGURE CONTINUE SHOPPING BUTTON

Reconfigure Continue Shopping Button

The Experiment in Action

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.

CONTROL – MOBILE

Reconfigure Continue Shipping Button - Control

TREATMENT – MOBILE

Reconfigure Continue Shipping Button - Treatment

Reconfigure Continue Shopping Button Experiment

How It Works

How It Works

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.
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Why We Are Testing 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.

Results: Reconfigure Continue Shopping Button Experiment

Average performance numbers are based on results from August 16, 2018 to September 15, 2019 from 10 merchant sites.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+0.60%+1.13%-0.77%1,095,6391,308,114
Device Type: DesktopDesktop
+1.60%+1.89%-0.48%316,826328,140
Device Type: TabletTablet
-1.46%+1.20%-2.89%84,89890,386

Results: Reconfigure Continue Shopping Button Experiment

Average performance numbers are based on results from August 16, 2018 to September 15, 2019 from 10 merchant sites.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+0.60%+1.13%-0.77%

Total Visitors: Treatment: 1,095,639 | Control: 1,308,114

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+1.60%+1.89%-0.48%

Total Visitors: Treatment: 316,826 | Control: 328,140

Device Type: TabletTablet
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
-1.46%+1.20%-2.89%

Total Visitors: Treatment: 84,898 | Control: 90,386

Distribution of Average RPV Lift for All Traffic

Distribution of Average RPV Lift - Reconfigure Continue Shopping Button

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

Data Analysis: Reconfigure Continue Shopping Button Experiment

What It Means

What It Means

This experiment continues to provide a slightly positive increase in RPV among desktop users when the “continue shopping” button is reconfigured to point shoppers 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. A slightly positive RPV lift of 0.60% is also being seen even amongst mobile users.

Things to Consider

Before conducting this experiment, merchants should consider whether their customers make multi-product or single-product transactions and whether this differs across device type.

Who Should Try 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.

Who Should Try 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.