Experiments

SUPPRESS CONTINUE SHOPPING BUTTON

Suppressed Continue Shopping Button

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

Suppress Continue Shipping Button - Control

TREATMENT – MOBILE

Suppress Continue Shipping Button - Treatment

Auto Cart Update Experiment

How It Works

How It Works

We are removing the “continue shopping” button entirely from the treatment group and monitoring results.
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Why We Are Testing 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.

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 TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+1.71%+1.30%+0.31%1,752,3742,022,748
Device Type: DesktopDesktop
+1.28%+2.02%-0.80%587,772609,391
Device Type: TabletTablet
+7.05%+2.06%+4.52%60,37862,086

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*

Device Type: MobileMobile
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

Device Type: DesktopDesktop
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

Device Type: TabletTablet
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

Distribution of Average RPV Lift - Suppress Continue Shopping Button

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: Suppress Continue Shopping Button Experiment

What It Means

What It Means

Mobile eCommerce checkouts continue to see 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 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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