The Experiment in Action
Hypothesis
This mobile eCommerce checkout optimization experiment tests whether suppressing the “continue shopping” button will reduce distractions for the buyer and increase eCommerce conversions and RPV.
This is one of two “continue shopping” button hypotheses being tested. Review early results from the RECONFIGURE CONTINUE SHOPPING BUTTON experiment.
CONTROL – MOBILE
TREATMENT – MOBILE
Auto Cart Update Experiment
Results: Auto Cart Update Experiment
Average performance numbers are based on results from August 16, 2018 to September 15, 2019 from 12 merchant sites.
Average Experiment Results So Far*
| Device Type | Average Lift | Total Visitors | |||||
| Revenue per Visit (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| +1.71% | +1.30% | +0.31% | 1,752,374 | 2,022,748 | ||
| +1.28% | +2.02% | -0.80% | 587,772 | 609,391 | ||
| +7.05% | +2.06% | +4.52% | 60,378 | 62,086 | ||
Results: Suppress Continue Shopping Button Experiment
Average performance numbers are based on results from August 16, 2018 to September 15, 2019 from 12 merchant sites.
Average Experiment Results So Far*
 | Mobile |
| Average Lift | ||
| Revenue per Visit (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +1.71% | +1.30% | +0.31% |
Total Visitors: Treatment: 1,752,374 | Control: 2,022,748
 | Desktop |
| Average Lift | ||
| Revenue per Visit (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +1.28% | +2.02% | -0.80% |
Total Visitors: Treatment: 587,772 | Control: 609,391
 | Tablet |
| Average Lift | ||
| Revenue per Visit (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
| +7.05% | +2.06% | +4.52% |
Total Visitors: Treatment: 60,378 | Control: 62,086
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: Suppress Continue Shopping Button Experiment
Things to Consider
Desktop shoppers are more likely to browse and purchase multiple products than their mobile counterparts. Removing the “continue shopping” button may actually result in a reduction in RPV for desktop users.
Who Should Try It
We recommend this experiment for any merchant who currently have a “continue shopping” button on their mobile eCommerce site.
Who Should Try It
We recommend this experiment for any merchant who currently have a “continue shopping” button on their mobile eCommerce site.
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