Does a details modal or back to top button help product pages?
Shoppers who read product details ended up far below the add to cart button. We tested showing the details in a modal, and a back to top button. Conversion fell 4.4% and revenue per visitor 8.7% over 17 days.
Lost Responsive 17 days Called at 90%
The hypothesis
By showing product details in a modal or offering a quick back to top button, we will help shoppers get back to the buying area, resulting in less friction and a higher conversion rate.
Delivery tips and product details sat in tabs low on the page. Shoppers who opened them were left far from the add to cart options and had to scroll back up.
We tested 2 ways to close that gap: keep shoppers in place with a modal, or give them a fast way back to the top.
What we changed
We tested a details modal and a back to top button on product pages.
Variation A showed the delivery tips and product details in a modal instead of the tabs below. Where a detail pointed to another tab, we hid that line. Variation B kept the tabs and added a back to top button.
- Details shown in a modal, not tabs
- Delivery tips included in the modal
- Lines pointing to other tabs hidden
- Back to top button added
- Detail tabs unchanged
The result
Conversion fell 4.4% and revenue per visitor 8.7% over 17 days.
Early results were mixed. The modal did well for revenue on desktop but was weak on mobile, and the button was the opposite. By 17 days, both variations trailed the control on conversion and revenue per visitor, on every device.
Conversion fell 4.4% and revenue per visitor 8.7%, and we paused the test.
What we took from it
Scrolling back up was not what held shoppers back.
Neither fix improved results on any device. The control was the most stable across mobile and desktop. Shoppers who read the details seemed fine scrolling back on their own, so the distance from the button was not the barrier we thought it was on this page.