The Experiment in Action
Hypothesis
Wishlists can provide shoppers with a way to procrastinate on making a purchase decision. Removing the “add to wishlist” feature from the mobile checkout design will increase website sales by reducing unnecessary distractions, encouraging shoppers to focus on the “add to cart” button and complete their purchase.
CONTROL – MOBILE
TREATMENT – MOBILE
Remove Wishlist Experiment
Results: Remove Wishlist Experiment
Average performance numbers are based on results from February 13, 2019 to September 15, 2019 from 15 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 | |||
| -3.03% | -3.00% | -0.19% | 4,005,845 | 3,902,320 | ||
| +0.96% | +1.08% | -0.30% | 1,974,952 | 1,923,211 | ||
| -3.53% | -0.06% | -3.56% | 326,184 | 332,598 |
Results: Remove Wishlist Experiment
Average performance numbers are based on results from February 13, 2019 to September 15, 2019 from 15 merchant sites.
Average Experiment Results So Far*
Mobile |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-3.03% | -3.00% | -0.19% |
Total Visitors: Treatment: 4,005,845 | Control: 3,902,320
Desktop |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+0.96% | +1.08% | -0.30% |
Total Visitors: Treatment: 1,974,952 | Control: 1,923,211
Tablet |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-3.53% | -0.06% | -3.56% |
Total Visitors: Treatment: 326,184 | Control: 332,598
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: Remove Wishlist Experiment
Things to Consider
Merchants in the fashion industry noticed mild dips in Revenue per Visitor from the removal of the wishlist feature. This could be due to the fact that fashion shoppers like to save items for later as they build their complete outfit or watch saved items in the hope that they’ll get a deal during seasonal sales.
Who Should Try It
We recommend this experiment for any merchant who currently have a wishlist feature on their eCommerce site. If wishlists are a much-used feature in your industry, approach this experiment with caution.
Who Should Try It
We recommend this experiment for any merchant who currently have a wishlist feature on their eCommerce site. If wishlists are a much-used feature in your industry, approach this experiment with caution.
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