Experiments

REMOVE WISHLIST

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

How It Works

We are removing the “add to wishlist” option from the checkout design of merchant websites in the treatment group.

Why We Are Testing It

A recent study by the Nielsen Norman Group found that shoppers are often reluctant to use wishlists as they expect them to entail a high interaction cost (e.g. registration, account set up). Despite this, wishlists are increasing in popularity and are a common feature on many eCommerce sites. The “add to wishlist” feature offers buyers a means to procrastinate on making a purchasing decision. Removing the feature may encourage shoppers to complete their transaction faster and increase website sales.

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

Mobile

-3.03%

-3.00%

-0.19%

4,005,845

3,902,320

Desktop

+0.96%

+1.08%

-0.30%

1,974,952

1,923,211

Tablet

-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

What It Means

Results have continued to decline with this experiment. As of right now, this experiment does not seem to resonate with mobile visitors. Meanwhile, it appears to show better performance with desktop visitors. This may be because some mobile users tend to add products to their wishlists to later make purchases on desktop.

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

Related Experiments

FLOATING ADD-TO-CART BUTTON

POP UP MINICART

Interested in Learning More?

Get deeper insights into over 130 mobile checkout design experiments available through the Initiative.

JOIN THE INITIATIVE