PDP CTA test
Hypothesis: Adding-to-cart instead of directly going to checkout will reduce visitor frustration & increase revenue
‍Evidence box
This test has been in the works for a while. It’s fairly simple. Currently on the PDP when people press “ADD TO CART” it actually adds to cart and then puts them into the checkout.
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The website isn’t a 1 product store (visitors can buy a couple other things) but there is a main breadwinner product people are looking for especially on the PDP. So that was the logic behind sending them straight to checkout in the first place.
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This led to the store having really high Reached Checkout numbers. But since this experiencing of going straight to checkout may have been a little misleading, it means some visitors will end up exiting the checkout as they weren’t ready to checkout.
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Also there isn’t a quantity picker on the page & they never get to see the cart so if someone wants to add multiple of the product to cart - it will be a tough experience (with lots of checkouts entered).
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Usually, cart stats look like this:
Added to cart - 1,924
Reached checkout - 1,300
Sessions converted - 853
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But because of people leaving and entering the checkout multiple times, our stats look more like this:
Added to cart - 1,924
Reached checkout - 3,442
Sessions converted - 853
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Really odd “reached checkout” as you can see. This can devalue the checkout experience as people go in and out of it so often.
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Also after speaking with the team, we know the brand will be releasing more products next year so sending people straight to checkout may not be a good idea as they might want to look at other products as well.
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This test is to see whether adding to cart instead, so then the users (when they are actually ready) can move into checkout, will lead to a less frustrating experience and therefore more revenue.
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Another possible idea it to change the CTA text from ADD TO CART to BUY NOW. That is another possible test idea and something we’ll analyse after the test.
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Test Details
Type of test: Split URL
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Test Setup
- Optimising for a revenue lift
- No extra targeting on country, currency, or audience targeting
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Key Metrics
- Revenue Per Visitor
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Data Collection
Intelligems A/B testing tool
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Test Duration
Proposed: 14 days
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Results
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Kineon
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Fixfinder
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