Does a green cart button with keep shopping lift conversion?

After adding to cart, shoppers saw a slide-out cart with 2 buttons of similar weight. We tested a green primary button and a secondary button that read Keep Shopping. Over 27 days, conversion moved 6.2% lower, short of our bar.

Not significant Responsive 27 days Not called

SURFACE

Product page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By making the cart slide-out's primary button green and changing the secondary button to Keep Shopping, we will lead more shoppers to keep browsing and add more products, resulting in more purchases.

The slide-out cart appears right after a shopper adds an item. Its 2 buttons looked alike, so the main action did not stand out, and the second button did not invite shoppers to keep adding items.

What we changed

Green primary button and a Keep Shopping secondary button

We changed the primary button in the slide-out cart to green, and changed the secondary button's wording and action to Keep Shopping, which closed the slide-out and returned shoppers to the page.

VAR A: CTA UPDATES

Primary cart button made green
Secondary button changed to Keep Shopping

The result

The updated cart buttons moved conversion 6.2% lower

CONVERSION RATE

-6.2%

REVENUE PER VISITOR

-4.8%

Over 27 days, the updated buttons converted 6.2% worse than the original, and revenue per visitor was 4.8% lower. Neither gap reached our confidence bar. Early data covered mobile only, because of a targeting error, until desktop was added. Early gains did not continue week over week, so we paused the test.

What we would do next

Look for a bigger change than button color and wording

Changing the color and the secondary wording was too small to change what shoppers did in the slide-out. On mobile, limited space may cap what any button change can do. A next round would test a larger change, such as what the slide-out shows.