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
TREATMENT – MOBILE
Reconfigure Continue Shopping Button Experiment
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 | Average Lift | Total Visitors | |||||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| +0.60% | +1.13% | -0.77% | 1,095,639 | 1,308,114 | ||
| +1.60% | +1.89% | -0.48% | 316,826 | 328,140 | ||
| -1.46% | +1.20% | -2.89% | 84,898 | 90,386 |
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*
Mobile |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+0.60% | +1.13% | -0.77% |
Total Visitors: Treatment: 1,095,639 | Control: 1,308,114
Desktop |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+1.60% | +1.89% | -0.48% |
Total Visitors: Treatment: 316,826 | Control: 328,140
Tablet |
Average Lift | ||
Revenue per Visitor (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
*These results reflect the average findings for all participating merchants and are not guaranteed for all users.
Data Analysis: Reconfigure Continue Shopping Button Experiment
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.
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Interested in Learning More?
Get deeper insights into over 130 mobile eCommerce checkout and online shopping cart optimization experiments available through the Initiative.