Does an add to cart button with a date field lift conversion?
The product page button said Select Delivery Date. We tested Add to Cart, with and without a delivery date field beside it. Add to Cart with the date field won, lifting conversion 8.0% and revenue per visitor 6.8% over 22 days.
Won Responsive 22 days Called at 80%
The hypothesis
By changing the button to Add to Cart and letting shoppers set their delivery date next to it, we will make the next step clearer, resulting in a higher conversion rate.
The button asked shoppers to Select Delivery Date, so the first step looked like a task, not a purchase. Add to Cart wording had been tested on the old site design, and a new theme had since changed the page around the button.
Shoppers here buy for a specific date, so we also tested Add to Cart with a delivery date field placed beside it.
What we changed
We changed the button to Add to Cart and added a delivery date field.
The control button said Select Delivery Date. Variation A changed only the wording to Add to Cart. Variation B made the same change and added a date field that set the delivery date on the spot. The first run was stopped by a mobile bug, and a second run flipped daily, so we relaunched with only the control and Variation B.
- Button changed from Select Delivery Date
- Button now says Add to Cart
- Button changed to Add to Cart
- Delivery date field added by the button
- Date sets as soon as it is picked
The result
Add to Cart with a date field lifted conversion 8.0%.
In the final 22 day run, Variation B pulled ahead of the control within the first week and stayed there. Conversion rose 8.0% and revenue per visitor 6.8%.
Mobile shoppers and new visitors drove most of the lift, and it held across all devices. We implemented it everywhere.
What we took from it
Setting the date at the button made the next step clear.
Shoppers on this site buy for a specific day, so the date has to be set. Putting the date field beside an Add to Cart button kept that step while making the button about buying. The wording change alone did not pull ahead, so the pairing did the work.