Test archive / Collection page
Does a back to top button lift mobile collection page conversion?
Mobile collection pages were long, with no quick way back up. We added a back to top button along with updates from earlier collection page wins. Conversion rose 15.4% and revenue per visitor 21.0% over 19 days.
Won Mobile 19 days Called at 76% Reviewed
The hypothesis
By adding a back to top button on mobile, we will make long collection pages easier to move around, resulting in more engagement and a higher conversion rate.
Mobile shoppers scroll through long lists of CBD products on collection pages. Getting back to the top to change category or filter meant a long scroll back up.
The test built on an earlier collection page cleanup that had won.
What we changed
We added a back to top button plus earlier winning updates.
The variation added a back to top button on mobile collection pages. It also included updates from earlier collection page wins that had not yet been implemented. Partway through, we added more collection pages to the test to raise traffic.
- Back to top button on mobile
- Includes earlier collection page wins
The result
Conversion rose 15.4% and revenue per visitor 21.0% over 19 days.
The variation beat the control every day from its 3rd day on. Conversion rose 15.4% and revenue per visitor 21.0%, so order value rose by about 5%. We called it at 76% confidence and implemented it.
The button ran together with earlier winning updates, so the lift cannot be credited to the button alone.
What we took from it
A cleaner, easier to move through page held its lead every day.
On long mobile collection pages, the back to top button saved shoppers a long scroll, and the earlier updates cleaned up the page. Together they kept the variation ahead from its 3rd day to the end. That steady lead gave us the confidence to implement it.