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.
THE RESULTS SO FAR*
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
THE EXPERIMENT IN ACTION
CONTROL – MOBILE
TREATMENT – MOBILE
What We Are Doing
We are removing the “continue shopping” button entirely from the treatment group and monitoring results.
Why We Are Doing It
The “continue shopping” button is often displayed near other critical calls to action on the cart pages of eCommerce websites. On mobile devices, this takes up valuable real estate. More significantly, clicking the button moves the buyer out of the important checkout funnel.
ANALYSIS OF DATA
What It Means
So far, over 69% of mobile eCommerce checkouts are seeing a modest lift in RPV when the “continue shopping” button is suppressed. These results suggest the “continue shopping” button is a visual distraction on mobile devices. The impact is not as significant on desktop.
Things to Consider
Desktop buyers are more likely to browse and purchase multiple products than mobile buyers. Removing the “continue shopping” button may actually result in a reduction in RPV for desktop users.
WHO SHOULD USE IT
We recommend this experiment for any merchant who currently have a “continue shopping” button on their mobile eCommerce site.