Does Buy Now or Add to Cart button wording lift conversion?

The main product page button read Schedule, because shoppers pick a delivery date first. We tested Add to Cart and Buy Now wording. Over 13 days, Buy Now lifted conversion 7.0%, short of our confidence bar.

Not significant Responsive 13 days Not called

SURFACE

Product page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By changing the product page button from Schedule to Buy Now or Add to Cart, we will make the next step clearer, resulting in more engagement and purchases.

The button opened a delivery date step, so it read Schedule. That wording describes a task, not a purchase, and shoppers may not expect it to lead to checkout.

We had planned to test the date step and the button together. Traffic was too low to test both at once, so this round tested the button wording only.

What we changed

Button wording changed from Schedule to Add to Cart or Buy Now

Var A changed the product page button to Add to Cart. Var B changed it to Buy Now. Nothing else on the page changed, so the test isolated the button wording.

VAR A: ADD TO CART

Button wording changed to Add to Cart

VAR B: BUY NOW

Button wording changed to Buy Now

The result

Buy Now lifted conversion 7.0%, short of our confidence bar

CONVERSION RATE

+7.0%

REVENUE PER VISITOR

+25.3%

VAR A CONVERSION

Flat

Over 13 days, Buy Now (Var B) converted 7.0% better than Schedule, and revenue per visitor was 25.3% higher. The gap did not reach our confidence bar. Add to Cart (Var A) performed about the same as the original.

We paused the test after 13 days and moved on to a follow-up round that paired the button with an updated date step.

What we would do next

Test Buy Now again together with a clearer date step

Buy Now was the only version that moved in a positive direction, but not by enough to call. Because the button leads straight into choosing a delivery date, the next round tested the wording together with a cleaner date step.