A/B Test

What the Data Told Us

When conducting an audit for this brand, we noted that while some product detail pages were more popular than others and have a higher Add to Cart Rate, less popular ones have much lower engagement, with some having only 8.74% of users reaching the Add to Cart button.
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Hypothesis

How the Test was Set Up

Based on our expertise, and insights from previous tests for other brands, we knew that when the button is used as a sticky CTA above the fold, the Add to Cart Rate increases. It ensures that the purchasing opportunity remains accessible, encouraging more users to convert as they browse product details or explore features. We hypothesised that implementing a sticky Add to Cart CTA to product detail pages would impact both engagement and conversions.

The Results

We analysed this test two weeks after implementation. The results displayed that shoppers with the sticky CTA in place were far more likely to convert. Conversion Rate increased substantially and users spent more time on site too, with both Revenue per User and Average Order Value rising by more than 26% and 7%, respectively. Engagement deeper in the funnel also improved, as more visitors clicked through to checkout and used the standard Add to Cart button, while Bounce Rate also dropped. 

We implemented Variant 1 permanently.

  • 16.27%

    Increase in Conversion Rate

  • 26.31%

    Increase in Average Purchase Revenue per User

  • 6.97%

    Increase in Average Order Value
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