A/B Test

Optimise Mobile PDP First Fold

This test originated from our heatmap and session recording analysis, which revealed a consistent pattern: mobile users were scrolling down to read reviews on the product detail page (PDP), but then had to scroll all the way back up to add the item to their basket. This friction was likely causing drop-off at a critical point in the buying journey.

We hypothesised that introducing a sticky ‘Add to Cart’ button on mobile PDPs would reduce this friction, improve access to key actions, and lead to higher engagement and conversions. Variant 1 introduced the sticky CTA with a secondary button to view product details, aiming to support both immediate and considered purchasing behaviours.

The Results

The results showed promising growth in key metrics. Conversion rate increased by 10%, bounce rate dropped by 3%, and clicks on the cart rose by 5%. Although we saw a 20% decrease in add-to-cart rate, users who did add items appeared more motivated and engaged – likely due to increased visibility of the product information via the sticky CTA layout.

While the test did not reach statistical significance, the positive trend held steady throughout the extended testing period. Based on improved overall performance and enhanced user experience, Variant 1 was implemented permanently.

  • 10%

    Increase in Conversion Rate

  • 3%

    Decrease in Bounce Rate

  • 5%

    Increase in Clicks on Cart
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