Does a buy now button on simpler product cards lift conversion?

Our collection page cards listed product strength details above the buy button. We tested removing the strength details, and adding buy now wording to the button. Over 19 days, conversion fell 1.3% with both changes, short of our confidence bar.

Not significant Responsive 19 days Not called

SURFACE

Collection page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By removing distractions from the product cards and changing the button to buy now, we will build on earlier lifts, resulting in a higher conversion rate.

Earlier rounds on this page showed shoppers responded to more focused cards, and a button copy test showed a small lift that was not large enough to call. We combined the 2 ideas to build on both.

What we changed

Strength details removed from cards, with buy now button wording

Var A removed the product strength details from each card and moved the rest of the card content up. Var B kept those changes and updated the button wording to buy now.

Var A: Remove Strength wireframe — VAR A: REMOVE STRENGTH

Strength details removed from cards
Card content moved up

Var B: Var A + Copy wireframe — VAR B: VAR A + COPY

Strength details removed from cards
Button wording changed to buy now

The result

Conversion fell 1.3% with both changes, short of our bar

CONVERSION RATE

-1.3%

REVENUE PER VISITOR

+5.2%

VAR A CONVERSION

-12.2%

Over 19 days, the cards with buy now wording (Var B) converted 1.3% worse than the original, while revenue per visitor rose 5.2%. Removing the strength details alone (Var A) cut conversion 12.2% and revenue per visitor 9.0%. The test ran from mid December to early January, over the holidays.

What we would do next

Keep the strength details and test the button wording alone

Var A lost the most, so shoppers seem to use the strength details when choosing. Adding buy now wording made up most of that loss. We would keep the strength details and retest the button wording by itself, outside the holiday season.