Which Test Won?
On a product page for a product that costs $300, which button variation will lead to more checkout conversions?
This test is a bit of a trick question. The first clue is in the phrase “product that costs $300.” Higher-priced items are more likely to be one-time purchases, and in those cases, reducing friction and decision-making often increases conversion rates.
Presenting shoppers with both “Add to Cart” and “Buy Now” can sometimes hurt that conversion rate and even AOV (Average Order Value) because it forces an extra decision. What is interesting about this test is the difference between how mobile and desktop users behave.
HERE ARE THE RESULTS:
Mobile: Variation A won with a lift of 70.58% at 96% statistical confidence
Desktop: Variation B won with a lift of 123.76% at 98% statistical confidence
The combined results were not statistically accurate but showed a slightly negative result for Variation B because the site had significantly more mobile traffic.
THE REASONING:
On mobile, “Buy Now” is a one-click step, which makes life easier for mobile users.
On a desktop, the shopper tends to browse more and use the “Add to Cart” button as a wishlist until they are ready to make a purchase. This behavior may delay checkout, but it often results in higher AOV. In contrast, the quick decision process led mobile users to check out faster, but resulted in lower AOV.
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