There’s a number of areas to optimise when testing your eCommerce site. When starting a new CRO campaign, typically we identify the top A/B tests that will bring the quickest increase in revenue and then structure campaigns around one category of tests at a time. 

Most CRO campaigns are targeted towards optimising the checkout. While this is a good thing, also focusing on the PDP page and increasing Cart Rate will in turn lift revenue as more people are adding to cart.

With the mobile optimisation initiative we can offer you access to over 120+ optimisation experiments, including:

  • Improving customer and payment confidence
  • Encouraging Add to Cart actions
  • Increasing AOV & Buying More
  • Reaching Checkout Faster
  • Upsells & Product Recommendations
  • Enhancing Form Behaviours
  • Tailoring Input Configuratin
  • Tooltips and Helpers
  • And More…

These tests focus on improving customer experience on the Product Display Page. PDP tests are earlier in the funnel than checkout page tests. If we can optimise the first part of the buying experience for customers, they will be more likely to follow through to purchase at checkout.

A popular optimisation test for the product display page is the “Floating Add To Cart Button”. This is designed to make it easier for visitors to add the currently viewed item to their cart even after they have scrolled past the on-page Add To Cart button.

Hypothesis 

On mobile, the product display page (PDP) can be very long, making the Add to Cart button often out of view depending on the customers’ scroll position on the page. The addition of a floating add-to-cart button ensures the button is always in view and easily accessible to encourage the customer to add the item to cart.   This has been known to increase cart rate* and revenue per visitor (RPV).

*Cart rate is defined as the percentage of all visitors that add at least one product to their cart.

How It Works

This mobile-only experiment adds a floating add-to-cart button to the bottom of the mobile screen. This button remains at the bottom of the screen as the user scrolls up and down the page. The add-to-cart button is configured to fade out when the existing, static add-to-cart button is visible.

Why We Test It

On mobile, a static add-to-cart button can be easily missed. Sometimes it is located too high on the page and the user loses sight of it as they scroll to the product details. Other times, it is too low on the page, reducing the urgency to complete the add-to-cart action.

This experiment seeks to determine whether a floating add-to-cart button helps to expedite users from the window shopper stage to the shopper stage of the checkout funnel.

Average Experiment Results So Far

Average performance numbers are based on results from April 13, 2018 to September 15, 2019 from 20 merchant sites.

Who Should Try It

In isolation, the floating add-to-cart button alone may not have an immediate positive impact. However, testing the floating add-to-cart button in conjunction with optimized post add-to-cart transitions could have greater impact on RPV.

Merchants that already optimize add-to-cart transition behaviors are likely to succeed with the floating add-to-cart button experiment. Merchants that utilize a standalone pop up modal should still consider this experiment, since every shop is different and other unknown factors may still help to achieve better results.

If you would like to obtain more insights like this please get in touch or head on over to https://www.onlinevisions.com.au/blog/ and download our free report on the 14 game changing experiments that have given merchants an average revenue lift of 8.12%.

Online Visions

Online Visions is a full service eCommerce Agency and Magento Solutions Partner based in Brisbane Australia

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