Does a separate learn more link lift collection page conversion?

Our collection page cards sent shoppers to the product page from the image and to the cart from the button. We tested adding a separate learn more link or button. Over 14 days, conversion fell 7.8% with the learn more link.

Lost Responsive 14 days Called at 90%

SURFACE

Collection page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By making it clearer where each link on a product card goes, we will increase engagement, resulting in more purchases.

Each product card had a strong add to cart button, yet shoppers went to the product pages at twice the rate they went to the cart. Mobile had a higher exit rate than desktop, but also a 15% higher rate of reaching the cart.

We wanted to see if a clear learn more path would help shoppers who were not ready to buy.

What we changed

A learn more link or button added below each card's buy button

Var A removed the product link from the card image and added a learn more link below the buy button. Var B kept the image link and added a learn more button as a second call to action, linking to the product page.

Var A: Destination Link wireframe — VAR A: DESTINATION LINK

Product link removed from the image
Learn more link added below the button

Var B: Learn More wireframe — VAR B: LEARN MORE

Learn more button added below buy button
Button links to the product page

The result

Conversion fell 7.8% with the learn more link

CONVERSION RATE

-7.8%

REVENUE PER VISITOR

-1.0%

VAR B CONVERSION

-4.3%

Over 14 days, the learn more link (Var A) cut conversion 7.8%, and the loss cleared our confidence bar. Revenue per visitor was 1.0% lower. The learn more button (Var B) cut conversion 4.3% and revenue per visitor 1.1%.

What we took from it

Users preferred cards with a clickable image and 1 button

Shoppers were already using the card image to reach the product page. Taking that link away, or adding a second button, gave them more to think about on each card. The original card offered 1 clear button and an image to click.