Test archive / Collection page
Does buy now button copy lift collection page conversion?
Our collection page product cards used a standard button label. We tested more urgent buy now wording on every card, on mobile and desktop, with nothing else changed. Conversion moved 1.3% over 18 days, too small to call.
Not significant Responsive 18 days Not called Reviewed
The hypothesis
By changing the product card button to buy now, we will create a sense of urgency to buy today rather than later, resulting in a higher conversion rate.
The round before this tested where the collection page cards should send shoppers. Mobile shoppers wanted the whole card image to click through to the product, and desktop showed a small lift that did not hold up.
This round kept the card layout and tested only the button wording, to see if more urgent copy alone would move shoppers.
What we changed
The product card button on the collection page said buy now.
On every collection page, the button on each product card was reworded to buy now. Card layout, images, prices and links stayed the same. The test ran on all traffic, mobile and desktop.
- Product card button reworded to buy now
- Card layout and links unchanged
The result
Buy now moved conversion 1.3% over 18 days, too small to call.
Conversion rate edged up but not by enough to trust as a real change. Revenue per visitor slipped 2.3%, which is also inside normal variation.
We paused the test rather than run it longer and folded the buy now copy into the next round, paired with a cleaner card layout.
What we would do next
Button wording alone was too small a change to move this page.
On this page, shoppers seemed to decide based on the product and the card, not the label on the button. A word swap did not give them a new reason to act. The next step was to pair the buy now copy with a card that removed distractions and moved key details up.