Does a single buy now button lift product page conversion?
Mobile product pages showed both an add to cart and a buy now button. We tested showing only 1 of them. Buy now alone lifted conversion 12.1% over 15 days, short of our confidence bar.
Not significant Mobile 15 days Not called Reviewed
The hypothesis
By showing a single purchase button instead of 2, we will focus the shopper's intent, resulting in a higher conversion rate.
Mobile product pages offered 2 buttons side by side: add to cart and buy now. 2 choices at the moment of purchase can slow the decision.
We tested each button on its own. Add to cart alone would invite shoppers to keep shopping. Buy now alone would skip the cart and move them closer to checkout.
What we changed
We removed 1 of the 2 purchase buttons on the mobile product page.
Variation A kept only the add to cart button. Variation B kept only the buy now button, which took shoppers straight toward checkout. The test ran on mobile, on 1 product line.
- Buy now button removed
- Add to cart button kept
- Add to cart button removed
- Buy now button kept
- Takes shoppers toward checkout
The result
Buy now alone lifted conversion 12.1% and revenue per visitor 13.2%.
Variation B, buy now only, gained week over week and finished with conversion up 12.1% and revenue per visitor up 13.2%. Average order value rose too. Variation A, add to cart only, trailed the control on conversion and revenue in the first week.
Traffic to these pages was low, so the gap did not reach our confidence bar after 15 days.
What we would do next
Validate buy now only across more mobile product pages.
Buy now alone moved shoppers closer to checkout and trended up every week. Traffic on these pages was too low to settle it. The next step is a validation test with buy now only, run on all mobile product pages for enough traffic to make a call.