Test archive / Collection page
Does removing the product card button lift collection page sales?
Every product card on the collection page had its own add to cart button. We tested removing it, and on desktop also tried a hover outline. Desktop conversion rate fell 13.0% over 16 days, so we paused it.
Lost Desktop 16 days Called at 90% Reviewed
The hypothesis
By removing the add to cart button from collection page product cards, we will create a cleaner page that keeps shoppers focused on the products, resulting in more purchases.
Many large stores show product cards with no button at all. The card itself is the link, and the shopper adds to cart from the product page.
On this store, each card carried its own button, which repeated the same call to action down the page. Removing it could make the grid calmer and send shoppers to product pages, where they see more detail before buying.
What we changed
We removed the add to cart button from each product card.
In the control, every product card on the collection page had an add to cart button under the price. Variation A removed the button, so shoppers clicked the card to reach the product page. Variation B, on desktop only, removed the button and added a slightly thicker outline when a shopper hovered over a card.
- Add to cart button removed from cards
- Whole card links to the product page
- Add to cart button removed from cards
- Card outline thickens on hover
- Desktop only
The result
Desktop conversion rate fell 13.0% without the card button.
On desktop, conversion rate fell 13.0% over 16 days. Results were in the red from the first week, so we paused desktop while mobile kept running. Revenue per visitor rose 14.2% on desktop, but we call this test on conversion rate, and fewer shoppers bought.
On mobile, conversion rate moved 3.1%. The results flipped back and forth and then leveled out, with no clear effect either way.
What we took from it
Desktop shoppers used the card button and bought less without it.
Here desktop shoppers relied on adding to cart straight from the grid. Taking the button away added a step for them, and fewer bought. On mobile the change made no clear difference, so the button stays on both.